Causeway Technologies

Objective

Causeway Technologies was looking for tech startup-inspired swag for their offer and welcome packs, replacing the simple paperwork that had previously been used.

Approach

Being a corporate IT company headquartered nearly 2 hours outside of London, the HR department at Causeway Technologies wanted to create more inspiring materials to attract top tech talent. I updated the look of their brand, using friendly language and well-recognized, central London landmarks to be more appealing to young talent looking to work in the heart of a vibrant city like London.

Carl’s Jr.

Objective

Burger mega-chain Carl’s Jr. had recently expanded business into Canada and sought a full-service agency partner for nation-wide advertising. Their objective is to turn Carl’s Jr. into as well-known of a name in Canada as it is in the U.S.

Approach

As part of an agency, I reworked all advertising materials and oversaw the creation of new materials for the Canadian market. I worked closely with Carl’s Jr.’s primary agency in the U.S. and the International VP of Marketing to ensure that all collateral was up to brand standards.

I created and managed the Carl’s Jr. Canada Facebook, Instagram, and Twitter accounts. I ran data analytics, timely push-outs of limited time offers, promoted internationally-run campaigns, tracked conversions, and organized social calendars, seeing a 10x increase in followers and engagement in the first year.

I also assisted in media buys, and ran U.S.-made TV spots through ad standard regulatory bodies in Canada.

The result was a seamless entrance into the Canadian market.

JLL

Objective

A commercial real estate company with 25 years of brand equity in the Vancouver marketplace was acquired by Fortune 500 property company JLL. I was brought on board to oversee the transition of the marketing department and develop a new marketing plan for the acquired company moving forward with JLL.

Approach

Working closely with the team at the acquired company and the marketing team at JLL, I first gathered information on the existing practices of the acquired company and the brand standards at JLL. I created a communications plan to inform long-time clients of the acquired company that they had merged into JLL while maintaining the same dedicated team.

I then worked through a visual rebrand of all marketing collateral to JLL brand standards in order to provide ongoing support for the sales team during the acquisition. After the rebrand was complete, I created a marketing plan to fit within the marketing budget allocated to the team, and executed on the plan once I had full team buy-in. I also planned, designed, and managed vendors and budget in the creation of a new website for the acquired company under the JLL brand.

Furthermore, considering that JLL is relatively new to the Vancouver marketplace, I worked with the marketing executives at the JLL Vancouver office to unify existing collateral and messaging for the local marketplace in order to strengthen JLL’s brand presence in Vancouver.

LUXE Management

Objective

As co-founder and direct of talent agency LUXE Management, I needed to create a fashion-forward brand, build a network of international accounts, and provide support for the development of our models and talent roster.

Approach

Utilizing only white and gray, I created a brand for LUXE Management that is both elegant and clean, and makes a quietly powerful impact. I was conscious that none of the brand designs would take attention from its models. The neutral brand tones used allows the also often neutral to cool-toned photos of the models to stand out as a sharp statement.

I created and managed the client’s social accounts, utilized SEO/SEM so the LUXE Management website ranks highly on Google, provided data analysis of online marketing efforts, as well as subsequent strategic direction for business development.

As a result, LUXE Management became an internationally industry recognized brand and models have been featured in campaigns for Mercedes-Benz, Olay, Canon, Disneyland, Lancome, and magazines such as ELLE, InStyle, Harper’s Bazaar, and Esquire.

Spruce Up

Objective

Spruce Up is a landscaping business run in conjunction with the sustainable business program at Simon Fraser University (SFU). They were looking for a logo that was representative of environmentally friendly habitable landscaping.

 

Approach

Because of the client’s commitment to sustainability, I designed a logo that is bright, airy, and reminiscent of colors often seen in the summer in the Canadian Pacific Northwest where SFU is located. I chose colors of both trees and water to represent that the beauty of Canada is first and foremost in its natural resources.