Muscle Matters is one of Edmonton’s top massage therapy clinics. I had the privilege of working with this clinic from its inception to create a rich, polished brand that is expressed in all aspects of the client experience. The distinct aesthetic and tone eschew the clichés found in competitors’ marketing. Clean, bright, and well-put-together is the Muscle Matters experience.
I worked with Mayfair Shoes to redevelop its brand, taking the company from Edmonton’s premier provider of women’s odd-width shoes to a fashionable and trendy retailer. Starting with the updated logo lockup, I helped the company create a fashion-forward aesthetic, develop creative concepts with rich personality, and design a new website to properly reflect the upgraded brand.
Landale Signs was in the middle of a rebranding effort. Its internal art department had been developing a new logo for months, but lacked the experience to carry the project forward into all of the brand touchpoints. I worked closely with the Landale Signs’ team to develop an identity system and all of the necessary collateral.
Iconsulting Financial is a financial advisory company that works with a young demographic that is typically ignored by other financial advisors. The best part of the project was the freedom to explore ideas that could otherwise have been considered cheeky, but which spoke to the target market in this case.
Halia Jewelry came to me with a challenge: The company was rolling out a new beaded jewelry system and needed a full set of collateral to take to its vendors. The problem was that the jeweler needed this collateral in less than two weeks.
The company had a logo designed internally, which was already placed on all of the product in manufacturing. I built on this logo to create a dynamic identity system that mirrored the bright colours and interchangeability of the product. I also developed a tagline, “Make it your own,” and placed it in a wide variety of collateral.
And I did it in less than two weeks.
Company’s Coming is Canada’s most popular publisher of cookbooks. After more than twenty-five years in the business, the company was experiencing challenges staying on top of the market. With an expanded product line that now featured not only cookbooks but also books on crafting and home organization, the publisher was in danger of losing its focus. Additionally, the market for cookbooks had become far more competitive, with celebrity chefs gracing the covers of glossy books that looked more at home on a coffee table than on a kitchen bookshelf.
I was brought in to help the publisher assess its situation and run a branding exercise with its art and marketing department. I started with an extensive research phase, conducting interviews with stakeholders at all levels. From the key findings, we developed a strategy to help Company’s Coming reach new customers without alienating its existing fan base.
The result is “Make it,” a campaign that encompasses the publisher’s broad offerings. (Company’s Coming allows its customers to make breakfast, lunch, dinner, a knitted scarf, a special evening, etc.) An updated visual vocabulary was also provided, creating a more contemporary aesthetic for the company’s existing display systems.
I designed this magazine for Edmonton’s most famous personal trainers, Body by Bennett. One side of the magazine is aimed at the general public looking to get into a healthy lifestyle. The other side targets professional athletes, who need to keep in top condition to remain competitive.