FREELANCE PRINCIPAL DESIGNER at THE ARTIST BY NIGHT (2009 – Present)
Strategic design lead for the publishing, education, nonprofit, tourism, and real estate sectors. I manage the full lifecycle of brand identity and integrated campaigns, converting strategic goals into scalable visual systems that push creative boundaries.
- Brand Asset Architecture: Develop custom illustration and iconography systems as the foundational visual language for branding initiatives, major events, and national campaigns.
- Cross-Platform Rollout: Direct the translation of cohesive design systems across digital platforms, print media, and the built environment, executing everything from user touchpoints to large-scale environmental graphics and wayfinding.
- Stakeholder Alignment: Collaborate with marketing leadership to shape campaigns and presentations, ensuring design strategy directly supports organizational objectives.
- Technical Oversight: Facilitate seamless production hand-offs by providing technical guidance and design oversight for internal teams and vendors.
CREATIVE LEAD at MASSIF CREATIVE (2023 – 2026)
Directed the full project lifecycle within a multidisciplinary design studio serving nonprofit, hospitality, and cultural sectors. I balanced high-level creative strategy and client direction with hands-on visual execution from concept to final delivery.
- Multi-Channel Leadership: Led high-profile event marketing campaigns and regional visual rollouts, ensuring seamless visual continuity across print, digital, and physical touchpoints.
- Visual Identity Systems: Designed and developed custom illustration systems and core visual assets, elevating the visual narrative while maintaining structural alignment with brand guidelines.
- Campaign Strategy: Collaborated with key stakeholders and leadership to shape brand positioning, translating high-level goals into actionable creative directions.
- Studio Collaboration: Partnered within a close-knit team to uphold rigorous design integrity and execution standards; mentored junior design staff and coordinated external partners to ensure high-quality deliverables.
- Project Scoping: Contributed to proposals and client presentations, ensuring creative vision was balanced with project scope, budget, and timeline constraints.
SENIOR DESIGNER at THE IDEA PARTNER (2016 – 2023)
Delivered brand identities and spatial systems within a boutique studio serving commercial, institutional, real estate, and small business clients.
- Project Lifecycle: Led projects from strategic scoping through the delivery of sales materials and paid campaigns tailored for both B2B corporate clients and consumer markets.
- Technical Coordination: Partnered with fabricators, printers, and copywriters to guarantee flawless technical execution and brand integrity across physical and digital touchpoints.
- Client Engagement: Presented creative strategy, articulating design rationale and translating high-level goals into tangible project outcomes.
- Design Integrity: Managed high-volume production schedules and guided junior design staff, reinforcing design standards across all studio deliverables.
IN-HOUSE GRAPHIC & WEB DESIGNER at ILSC EDUCATION GROUP (2012 – 2016)
Managed the global visual identity and multi-language communications across Canada, USA, Australia, and India, ensuring brand alignment across all international markets.
- Cross-Channel Marketing: Conceptualized and executed comprehensive marketing initiatives for international student recruitment markets.
- Print & Digital Collateral: Designed multilingual brochures, marketing materials, and advertising while capturing on-site photography to build an authentic visual library across diverse regions.
- UX/UI Development: Led the website redesign and ongoing digital asset management, improving usability and visual cohesion for a worldwide audience.
- Visual Content Strategy: Managed the company's global Instagram account, shaping content strategy and engagement initiatives to maintain a unified brand voice.
EARLY CAREER EXPERIENCE at THE DAVID SUZUKI FOUNDATION
Built foundational expertise in typographic systems, structured layouts, and mission-driven communications through roles in book publishing and the nonprofit sector.
- Public Engagement: Developed large-scale communications initiatives supporting national environmental awareness and sustainability campaigns.
- Editorial Systems: Designed comprehensive book templates, establishing the visual logic for text, photography, and graphics while accurately accounting for production constraints.
- Technical Discipline: Refined a disciplined approach to pre-press formatting, color accuracy, and typographic execution across diverse print and digital platforms.
