• Invited to collaborate with TAXI on multiple Canadian Tire projects requiring design, illustration, and digital expertise
  
  
• Created a comprehensive style book for the “Tested for Life in Canada” campaign that is still in use more than a decade later
  
  
• Art directed, designed, and illustrated branding systems for all Canadian Tire stores nationwide
  
  
• Developed iconography, branding guidelines, and logos to support in-store campaigns, packaging, and social media
  
  
• Worked closely with clients, creative directors, and production designers to oversee rollout and ensure consistency across touchpoints
  
  
• Designed an experiential maple leaf sculpture made from large hockey sticks, displayed at Canadian Tire’s South Edmonton location and hoisted as a centerpiece activation
  
  
• Contributed to national branding activations that strengthened Canadian Tire’s identity and consumer trust
  

• Designed the Canada 150 commemorative 10-cent coin and collector’s edition bill, distributed to more than 2 million Canadians
  
  
• Collaborated with the Royal Canadian Mint to create an iconic design celebrating Canada’s history and identity
  
  
• Delivered a piece of collectible design work that reached a national audience and became part of Canada’s 150th birthday celebration

• Collaborated on the Air Miles footprint activation at the world-renowned Royal Winter Fair
  
  
• Helped sell the creative vision of the custom-built giant toque (beanie) centerpiece to the client through visuals and design support
  
  
• Designed the interior creative, product displays, and surrounding signage, transforming the space into an immersive brand environment
  
  
• Shaped the look and style of brand ambassadors, ensuring their presence aligned with the activation’s overall design and storytelling
  
  
• Showcased a range of Air Miles reward products, giving collectors a tangible and interactive glimpse of what their points could achieve
  
  
• Created a cohesive design system that excited and inspired current collectors while drawing in new audiences
  
  
• Contributed to an activation that blended experiential design, storytelling, and brand engagement in a memorable way

• Led creative direction for Sobeys and Safeway’s nationwide in-store digital displays

• Presented weekly pitches and managed client feedback to align with brand and campaign goals

• Collaborated with animators and art directors to define aesthetics, layouts, and motion concepts
  
  
• Oversaw creative from evergreen department assets to seasonal promotions and national announcements
  
  
• Ensured consistency and quality on every activation before client approval and rollout
  
  
• Helped transform the in-store experience into a dynamic, engaging environment seen across Canada

• Engaged by McCann Worldgroup to refresh and update the Nike Crown League footprint for the 2018 summer season
  
  
• Rolled out new creative executions inspired by Nike’s refreshed Just Do It campaign, ensuring consistency with global brand direction
  
  
• Designed a full environment takeover, applying campaign visuals across signage, courtside graphics, and event materials
  
  
• Contributed to Nike’s official brand guidelines, with my work showcased as a strong example of integrated environment design
  
  
• Collaborated with agency teams and production partners to ensure a cohesive rollout across digital, print, and experiential touchpoints
  
  
• Delivered a refreshed event identity that reinforced Nike’s leadership in basketball culture and deepened fan engagement

• Originally played for the team in 1996, later invited by a former teammate and Director of Operations to design the new team crest
  
  
• Secured approval from the Board of Directors and led the rollout of the rebrand across uniforms, alternate jersey designs, merchandise, bus wrap, center ice logo, and collectible hockey cards
  
  
• Oversaw the creative application of the crest to ensure consistency across all brand touchpoints, from on-ice visuals to fan merchandise
  
  
• The project’s success generated wider recognition, leading to additional requests from other teams for rebrands and custom crests
  
  
• Recently engaged to redesign the Northern Ontario Junior Hockey League (NOJHL) branding, set to debut for the 2025/2026 season
  
  
• Blended personal connection, design expertise, and brand strategy to create identities that resonate with players, fans, and the broader hockey community

• Collaborated with Puncture Design from 2012–2015 to bring the festival brand to life through cohesive design systems and standout creative projects
  
  
• Produced program layouts, signage, and wayfinding systems to guide tens of thousands of attendees seamlessly across the grounds
  
  
• Developed bold outdoor advertising that captured attention and built anticipation leading up to the festival
  
  
• Designed merchandise collections that extended the brand into wearable experiences for fans
  
  
• Created branding for event activations including the Boots & Hearts Bass Tournament, Bull Riding activation, and Emerging Artist platform
  
  
• Delivered festival-branded materials that reinforced a memorable, consistent identity across physical and digital touchpoints
  
  
• Contributed to the growth and cultural impact of one of Canada’s largest country music festivals through integrated design and storytelling

Illustration

• Developed same-day sales promotion campaigns for Porter Airlines to maintain competitiveness, complementing pre-planned strategies.
  
  
• Adapted personal design style to align with Porter’s established branding, creating fresh and engaging visuals.
  
  
• Designed an illustration style and template system to enhance creative consistency and impact.
  
  
• Delivered campaigns that excited internal teams and earned positive feedback from stakeholders and the public.