Ideation

LifeScan

LifeScan, one of the world’s leading blood glucose monitoring companies, partnered with Subplot Design to create a vibrant brand refresh. Alongside their design team I was tasked to explore human, approachable qualities for the rebrand, developing pages of script handlettering executed in various styles, and using a range of drawing implements—dip pens, marker, chisel pens & brush. Shortlisted versions reflecting the right distinct boldness, modern personality, and future-facing approach, were digitized with alternate characters or connecting links considered for each letterform.

Meadowridge School

Meadowridge School is an independent IB continuum world school, celebrating learning with a distinctive culture of caring, creativity, academic challenge, communication and intercultural understanding. While their existing crest design referenced their physical location and community metaphorically, there were challenges with certain applications and preferences towards less rigidity. I was employed to refresh the mark, exploring various pathways while injecting vitality, and progressive thinking from leadership beyond the nature/nurture rationale.

Canadian Museums Association

The Canadian Museums Association represents government funded organizations, with a specialized audience of museum professionals dedicated to preserving and presenting Canada’s cultural heritage nationwide and abroad. My task was to develop visual concepts and rationale to modernize their aged, monolithic brand to be more approachable, inclusive and relevant to its stakeholders. The goal was to communicate the varied connections that CMA fosters through their partnerships, while remaining broad and politically sound as a federal, bilingual and non-public facing organization.

Ideation + Concept Work

I’m often asked to develop concept work in the form of numerous briskly sketched ideas or digital comps. Although the finished work may be completed by other creatives, I am always grateful for the regular work, knowing I am valued by creative directors and clients for my speed, flexibility, quick-thinking and wealth of ideation output. I often tell students there’s always more than one way to tell a story visually and for logo design this is no exception.

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