BRANDING

The goal of this project was to work closely with a non-profit organization and help create a new look for them, with a diverse set of assets to follow suit. The NPO that I worked with was the Canadian Baseball Hall of Fame and Museum.

Before getting to know the client and their ideas for a marketing campaign, I went through an extensive client research endeavour in which I outlined information about the company, their brand and its strengths, weaknesses, opportunities and threats, along with their impact on social media and the demographics of their audience. I presented them this information and asked them a multitude of questions in order to establish what their goals would be for the period of time we worked together – they wanted a logo redesign, as well as help promoting their 30th anniversary event.

Additionally, I suggested an overhaul of the look of their social media assets, came up with ideas for Out Of Home Advertising, and created a new set of stationery to match the refresh of the brand. Overall, the redesign was successful as the client was, in their words, “over the moon” with this new look.

This was a project where we came up with our personal logo, through a long and thorough exploration of different sketches and ideas.

I was encouraged to complete at least 20 logo concepts in pencil in one hour. It was an “anything-goes” kind of exploration, where I created logos incorporating the letters A and P, my initials. I tried logos in a more classic style, some more experimental, played with negative space, even 3D. My favorite out of the ones I had made was the one on the top left square, as it is immediately striking and bold, and the letters with the serifs match my personal style more than the more cursive-looking logos.

After this stage, I started trying to translate it into a digital format. I kept looking for fonts that matched my vision, but at the end I concluded that I should create the shapes from scratch. I also considered adding something else in the top right corner, as it felt out of balance to me, so I went with a little star as it is a symbol that is ever-present throughout my brand and personal style.

The idea behind this project was to create mock ads tailored to specific target groups, while promoting the same product. The product I worked with was the Bose Soundlink II headphones.

From left to right, the ads were to appear in Time Magazine, WIRED, and People Magazine. They were all created in Adobe InDesign, with photos taken and graphics created by me. A few edits, like removing the background and adding the motion blur to the bus, were made in Photoshop.

The Time ad had to be serious, tailored to a target audience of mostly professional men, who would be interested in having a reliable pair of headphones for their commute, as well as using them to make and receive calls wherever they are. The WIRED ad was more focused on the technical specs, as the people who read WIRED are more interested in technology. The People ad was made to target women who are into celebrities and pop culture, and would not want to miss the latest releases from their favourite artists. The models are my brother and my roommate at the time.

For this project, I designed a hot sauce brand from the ground up, inspired by my experiences as an international student and the diverse hot sauces I’ve encountered over the years.

I decided that the flavor should be chili + lime, as it is my favorite spicy combination. I created the icons in Illustrator, going for a cartoony-yet-realistic style. The brand’s visuals are crafted to evoke appetite and excitement. Bright reds, yellows, and greens dominate the design, creating an inviting energy that immediately draws people in. I developed the illustrations to reflect the brand’s playful yet fiery personality, while the mockups created in Photoshop bring the concept to life.

I designed what the stand would look like, with an attractive backdrop and a striking banner to introduce potential customers to the brand. Every element works together to make the sauce feel appealing to the senses even before a single drop is tasted. This cohesive approach ensures the brand makes a strong impression, leaving viewers curious and hungry for more.