What is it? A logo? A set palette? A clever tagline? A carefully constructed system? Or storytelling?
All of the above, and then some.
Branding, for me, begins with questions. Lots of them. Before any sketching and ideation happen, I want to understand who the client is, what they value, who they're trying to reach, and how they want to be perceived. Often, the strongest ideas emerge from those conversations rather than from the drawing board itself.
Research, sketches, snacks, revisions, rinse and repeat are all part of the process. The goal is to uncover an identity that feels genuine for the client while creating something visually engaging, memorable, and adaptable.
The best branding feels less like an invention and more like a discovery—something that was already there, loosely and perhaps abstractly in the client's mind, waiting to be realized.
Branding
Mighty Village Books Publishing
Brand Refresh
A visual identity refresh from a literacy-focused platform into a Canadian children’s publishing company celebrating local authors and illustrators.
Quilting By The River
Brand Identity + Web Design
A brand identity inspired by traditional quilting patterns and the riverside landscape.
Six Degrees
Identity + Merch
Identity design translating blackletter influences into a contemporary visual system for a heavy music program.
Dark Thistle
Visual Identity
A visual identity for a boutique hat and accessories brand with a romantic, contemporary aesthetic.
Librairie Panache
Visual Identity
A visual identity for a French-language bookstore celebrating curiosity, storytelling, and Northern Ontario.
Oshawa Blue Knights
Identity
A period-style newspaper created for a local radio-play, immersing guests in a turn-of-the-20th-century experience.
Culture + Science
Identity + merchandise
A period-style newspaper created for a local radio-play, immersing guests in a turn-of-the-20th-century experience.
Collected Marks
A curated collection of identity marks created for businesses, organizations, publications, and community initiatives that are not presented as full case studies.
Every identity begins with a conversation.