People used to be embarrassed to shop at No Frills. But saving money isn’t something to be ashamed of. So we turned getting more for less into a badge of honour and gave No Frills shoppers a new identity: Hauler.

Instead of acting like a discount grocer, we acted like a cultural icon and teased the campaign the way an artist would tease an album drop: with cryptic wild postings and a line of streetwear that FADER magazine called “actually cool.” All this led to the release of an epic music video that redefined what it means to shop at No Frills.

The typography is fresh and bold—we experimented with textural repetition and deconstruction within the brand’s signature yellow and black. It’s gritty, raw, and relevant, and brings new life to No Frills in the social space we live in.

Awards
D&AD – Graphite Pencil
CMA – Gold
Effie Canada – Gold
Strategy Agency of the Year

Agency: john st.

There are many who don’t know or understand how cannabis can fit into their holiday plans or their lives in general.

Light Something New is an invitation from Tokyo Smoke to bring more of that cozy, authentic energy into the holidays. It guides our customers to reconsider the prescribed traditions and ignite new ones that excite and restore them. It presents cannabis as a tool for ritual-building and connection to those who aren’t sure how to incorporate it into their holiday.

The PC Optimum is a reward program for Loblaws brands. It combines the elements and benefits of the President’s Choice (PC) Points and the Shoppers Drug Mart’s Optimum program together.

The program introduces digital experience that includes weekly personalized offers based on past purchases as well as points-earning and points-redemption events.

Agency: john st.

The design system to launch Dr. Oetker Cioccolato’s chocolate pizza was inspired by chocolate. 

The pop-up itself was made of chocolate. Traditional woodcut types that resemble chocolate bars were treated to elicit the chocolate pizza’s ooey-gooey taste. A custom Terrazzo pattern referenced Italian roots, 

while the three main graphic elements represented the three types of chocolate toppings. And because the pop-up opened for Valentine’s Day, the colour palette harmonized the design into one romantic, decadent experience.

Awards
Applied Arts Young Blood

Agency: john st.

Brand development and packaging design for a line of Home Hardware’s power tools. Custom hand-drawn typography for each product.

Agency: john st.

Design and visual direction of the Thin Crust Creations campaign for Boston Pizza.

In order to visually translate the thinnest of the thin crust, directional lighting was used to cast sharp yet soften 45° shadow. In contrast to shadow of other ingredients, the thinnest of the crust is palpable.

Agency: john st.

Working directly with our retail and digital team at Tokyo Smoke, we conceptualized, designed & directed multiple waves of rollout that take the audience on a journey through 3 phases of legalization and our product range; edible, beverage, and inhalable, for the New Consumption Formats campaign.

Our goal was to craft a striking retro-futuristic visual language that has a sense of dimensions yet was created purely by 2-dimensional forms.

The dimensional yet hyper-reductive graphic fused with our product's silhouette creates the perfect blend of excitement & simplicity.

Together with the clear and easy to digest language, the campaign provides educational and informative consumption method guides for both retail and digital channel.

Proposed graphic system for RCSS.

Stay tuned.

Photography and graphic direction for Shoppers Drug Mart 2017 Holiday Campaign.

Miscellaneous work for Tokyo Smoke. Including motion graphic, social media and other digital assets.

Behind simplicity lies impeccable structure.

As the conscientious planner begins to navigate the medical cannabis landscape, we strive to offer a space that stands out as intuitive yet authoritative – a space where a logical approach to cannabis can appeal to their intellect, rather than expose its gaps. This visual language of Serenta demonstrates that stark design inspired by logic and organization can still feel safe and welcoming.

Agency: john st.

This self-promo video features some of my selected work.

Awards
The ADCC Student – Gold

A personal study on material manipulation as a mean for typographic expression.

The concept behind the Mindscape video installation is rooted in the exploration of how the human brain responds to specific environments.

Numerous studies indicate that even during periods of rest, the human brain remains active, organizing information for easier recall. This process is akin to defragmentation, which optimizes data storage on computers.

When contemplating vast open spaces such as mountain peaks or ocean vistas, individuals often experience a sense of relief and the magnificence of their surroundings. The Mindscape installation aims to recreate these simulated landscapes for the audience.

This documentation showcases the process and research undertaken for the Mindscape project. The use of an extra-wide format emphasizes the expansive and pristine nature of the computer-generated ideal landscape. On the reverse side, the visualization process is depicted, illustrating how the concept is transformed into an installation that simulates an immersive experience.

Stay tuned.

GROW is an agricultural project for small communities. It serves as a platform for sharing and coexisting, to challenge urban individualism. GROW introduces a non-traditional color and fresh typography that reflect its urban environment.

Awards
The ADCC Student – Silver

The new wayfinding system gives a nod to OCADU's recently developed identity, resembling its iconic Sharp Centre for Design, designed by Will Alsop. Walking down the street, the abundance graphics function as a wayfinding as well as validate the university's vicinity.

Agency: Entro | G+A

A vision for a twenty-first century urban neighbourhood for Toronto.

Over the next decade, 60-acres of land at the north-west corner of Don Mills Road and Eglinton Avenue – the current home of Celestica – will be transformed into a vibrant, mixed-use neighbourhood that will redefine urban living and working in Toronto.