Featured Brand Systems
Each project below reflects my approach to designing brand and communication systems that make complex ideas clear and accessible. Working across healthcare, education, and multi-brand environments, I focus on translating organizational goals and audience needs into scalable design solutions balancing strategic thinking, storytelling, and visual craft.
York Catholic District School Board
Challenge
Parents entering the school system for the first time felt overwhelmed and unsure about the board’s programming and offered little insight on day-to-day activities.
Insight
Parents weren't looking for information, they were looking for reassurance that their child would belong and thrive.
System
Created a storytelling campaign that broke the school day into relatable emotional moments (arrival, play, friendship, learning) to guide parents through the experience.
Results
55,000+ views
ads displayed in 30+ community centres across York Region
targeted ads using The Weather Network
stronger community engagement
clearer parent onboarding journey
Little Feet, Big Steps
Social Media Campaign
McMaster University - Department of Surgery
Challenge
Information across 11 surgical divisions was fragmented and difficult to navigate.
Insight
Faculty, residents and staff required a way to receive and share information seamlessly.
System
Developed a centralized submission portal that was used as content for a weekly newsletter.
Results
Comprehensive Digital Marketing Plan - a first for the department
40% increase in newsletter engagement
Initial phases to update website
Sunnybrook Health Sciences Centre - Pregnancy and Infant Loss Network
Challenge
Families experiencing pregnancy and infant loss lacked a consistent, accessible brand system to support
ongoing communication and resource distribution across print and digital touch points.
Insight
Support extends beyond information; it requires trust, clarity, and continuity. Resources needed to function as
part of a cohesive system that could scale across languages and platforms while maintaining emotional sensitivity.
System
Redesigned core family resources and established a structured brand framework to unify messaging across six languages and multiple distribution channels. Developed aligned visual standards and digital engagement strategies to ensure consistency across community outreach and social platforms.
Results
Province-wide distribution of multilingual resources
40% increase in community engagement within six months
Expanded digital reach beyond local geography through structured storytelling and social media
