GRAPHIC DESIGN
Over the years I’ve created a range of digital art applied to digital campaigns, print materials, product packaging and more. I am a self-taught designer, highly driven to keep learning and expanding my skills.
My design process always begins with clarifying with the client who this is meant for and in what context they are viewing it. This helps us both gain clarity on what defines a successful design without deferring to simply their personal taste (which can be quite different than their target market!). I greatly enjoy this work in collaboration with my digital marketing knowledge to create functional design that meets campaign objectives & brand standards.
Event Omnichannel Design
This summer, Foothills Creamery collaborated for the first time with Crave Cupcakes for an ice cream sandwich pop-up at Crave’s Calgary location. It was a great success bringing together two local brands that Calgarians know and love for a playful dessert creation! As the Marketing Coordinator at Foothills Creamery, I collaborated with the team at Crave to create event collatoral that would be on-brand for both companies and deliver the right message to customers.
I came up with a playful spin on the Crave floral motif, cutting it in half to create an ice cream sandwich cross-section. I integrated the Foothills brand by using our secondary colour palette and installing the Foothills logo under the Crave logo. Passersby delighted at the colorful decals decorating the windows and customers stopped by the window for a photo-op to post on social media with their sandwich in hand. We also ran a social media campaign to target local communities, emphasizing the urgency of the short event dates with the bright Crave orange and featuring a stack of messy ice cream sandwiches (after all, a picture says a thousand words!). We followed up locally by distributing matching posters with all the event information around the community.
Overall, it was a delight to work on such a fun brand collaboration and bring a bit of joy to what was shaping up to be a low-key summer season in Calgary.
Packaging Re-Design
I was tasked with re-designing the packaging for our cone dispenser boxes. This is generally a B2B product, sold primarily to scoop shops to quickly pull out cones and serve customers. The previous packaging was quite dated and needed a refresh before a bulk order. I believe that it’s important for a brand to have a consistent design language to communicate value to its customers, which is especially important for Foothills as a premium-priced brand.
This was a challenging design, but I believe it is worth the effort. As it is a co-branded product, it is still going in for a design review with the brand partner, but as it stands I am happy with how it turned out. It ties in well with Foothills’ re-designed retail B2C products, launching next year. It definitely makes me happy that all the products will match and look like they’re all part of the same family.
Low-Poly Design
In university, I was the director of Marketing & Design for the student club Enactus. I developed a style that was eye-catching and that would stand out amongst the noise/clutter in the crowded poster boards. I made logos, posters, postcards, designed the website, brochures etc. for the club. This was my first start with graphic design as I had not opened Adobe software before this. I greatly enjoyed the challenge of learning on the job and juggling priorities. These works kicked off my passion for design as the posters stood out on campus and students started reaching out to me for freelance work. I’ve always kept a freelance practice to keep a pulse on the market and will likely always keep an open door for young entrepreneurs needing a design kick-off. I always have some personal passion projects to keep me learning on my own time. At the time of writing this, I am exploring the world of animation on Procreate.