Some of my work

The ERL Leather Company

Logo design with a red rose and needle, for The GBL Leather Company, featuring color palette, font options, and graphic elements.
A circular label for Leather Balm by The ERL Leather Company featuring a red rose illustration on a purple background, and a white informational circle with usage instructions and ingredients, including a website URL.

Visual Blueprinting & Production Optimization

  • The Objective: Accelerate a boutique artisan brand's commercial infrastructure from foundational startup concepts into organized retail production.

  • The Execution: Vectorized hand-drawn creative assets into highly scalable corporate assets. Mapped out a comprehensive master Brand Board to anchor long-term marketing consistency. Designed technical, printer-standard commercial product packaging labels to eliminate ordering friction and reduce production lag. Consulted on website design and ongoing changes.

  • The Strategy: Transitioned the brand into structured Q4 email and social growth funnels, balancing aggressive scaling targets with sustainable business workflows.

  • Where are they now? The ERL Leather Co has over-tripled its orders numbers! Now that the foundations of the business are built and strong, we’re placing our focus on other actionable items to bring her brand into a flawless and premium experience.

Logo of Moonlight Jewels Co with a crescent moon icon.
A lit candle in a glass jar with a Virgo zodiac sign label, surrounded by brown satin fabric and white dried leaves.
A lit candle in a glass jar labeled 'Moonlight Jewels Co. Crystal Intention Candle' with a rose quartz stone illustration, surrounded by small celestial symbols on the label.
Image of four glass jars with lit candles inside, arranged in a row with the words "crystal intention candles" written above in purple and black text.
Multiple red cards with white text promoting Midnight Jewels Co. products, each stating 'real love starts with me' and mentioning blackberry vanilla scent and hand poured candles in Vancouver.
Event poster for 'Serotonin Skies' by Moonlight Jewels Co, featuring soft pastel colors, a cloud with moon phases, and details about the music and ingredients.

Omnichannel Enterprise Scale (Fractional CMO/COO System)

  • The Objective: Architect and manage the full visual identity, digital presence, and operational infrastructure of an emerging e-commerce ecosystem.

  • The Execution: Executed full end-to-end management spanning packaging architecture, cross-platform email marketing funnels, website user-experience graphic design, and macro-level social media growth strategy.

  • The Growth Metrics:

    • Scaled an organic community following to 260,000+ brand advocates highly efficiently.

    • Secured prominent nationwide media placement features across major outlets.

    • Successfully brokered and managed complex retail distribution placements with Whole Foods Market, Nordstrom Canada, and Walmart Canada.

List of recommended items for a team, including rose quartz bath salt, moonphase mini tower, candles, jewelry, necklaces, phone grips, and rings, with prices in Canadian dollars.
Gold necklace with a circular pendant featuring a decorative design, displayed on a card that reads 'MOONLIGHT & JEWELS CO' and 'own your magic' from Vancouver BC, placed on a bed of clear crystal rocks.
Many packages and envelopes stacked under a small, flocked Christmas tree in a living room.
Pink background with a cupcake topped with pink icing and blue sprinkles on the left. Text overlay says 'Celebrate 5th anniversary up to 30%' in purple and white, with a purple 'Shop Now' button at the bottom.

My Healthy Temple

Circular graphic with the words 'MINT' in the center and a light pink background. Surrounding the center, there is a faint ring of text that reads: 'treat your body as a temple, keep your mind & body on the...'
Design mood board for 'My Healthy Temple' including logo variations, color palette with hex codes, fonts, graphic elements labeled 'Button', and texture samples.
Digital devices displaying downloadable health e-books about protein shakes and power bowls with a woman holding a product in front of a mirror.
A digital graphic promoting online courses about health, wealth, and happiness with images of a woman exercising, a person drinking wine, and a signpost pointing to health, wealth, and happiness.

A brand for young women to find better connection to themselves and choose the path of health and self-respect, to become strong, independent, and unstoppable.

Audience Alignment & Digital Community Architecture

  • The Objective: Reposition an established digital health community to optimize online conversion pipelines and course download execution.

  • The Execution: Conducted comprehensive target-market demographic research to realign core messaging variables. Overhauled the visual palette into sophisticated, high-end muted earth tones to directly drive audience resonance. Streamlined product deployment timelines to transform loose content ideas into highly transactional downloadable assets.

Mike Gray & Sons

A black motorcycle with a brown leather seat and a black full-face helmet resting on the seat. The motorcycle is parked on a concrete driveway in front of a wooden fence. The motorcycle has large off-road tires, a digital dashboard, and side mirrors. The license plate is partially visible, showing the state of Alberta.
A black and white graphic of a stylized monogram with overlapping letters and ornate decorative elements.

This project came from a contractor for the oil industry who had a high-performance team for critical environment work. He already had a brand done, but wanted a logo re-design. He wanted a monogram, came prepared with inspiration pictures too. He wanted that he could put on clothing, decals, stickers, hats… you know, the typical construction swag!


I just happened to have broken my foot and was bed ridden, so this custom lettering design worked out to be a fun smaller request!

APEX Welding Inspection ltd.

A metallic arrowhead symbol above the word 'APEX' in bold, gray letters on a black background.
Image of six colored paint swatches arranged in a grid with labels: Rust, Crimson, Spark, Slag, Metal, Coal.
Collection of promotional items for Apex Welding Inspection, including brochures, a hoodie, a cap, water bottle, and a business card, with construction imagery in the background.
Yellow safety helmet with 'APEX' logo, wrench, screwdriver, bolt, business card, and branding sheet for APEX Welding Inspection LTD.

This client reached out with a drawn up idea and simply needed someone to bring it to life.

Since this was one of my first project, I quickly realized how taking on “I just need a logo” projects is basically impossible. There is concept and strategy behind a logo design, and the way it is used in relation to all other brand assets is crucial for optimal impact. When you design a logo, you design a brand… just like brushing your teeth and just brushing the top teeth, it’s not complete!