Lead Creative Director – Merrithew

At Merrithew, I led the creative vision to elevate and unify the brand across all touchpoints—digital, print, packaging, and social media—delivering a cohesive, premium brand experience.

Highlights & Key Achievements:

Merrithew Connect Launch: Successfully introduced Merrithew Connect, the company’s first online video streaming platform for fitness and wellness content

Product & Campaign Rollouts: Led the launch of new products and executed multiple omni-channel campaigns aligned with fitness and wellness lifestyle themes

Modular Design System: Implemented a flexible, modular approach for monthly promotions, increasing consumer engagement by 20%

Website Enhancements: Spearheaded major updates to merrithew.com, including a dedicated design system for Reformer product pages and an intuitive, simplified mega menu

Social Media Growth: Grew Instagram following from 17K to over 100K within one year by developing and curating compelling, brand-consistent content

Content Production: Directed multiple comprehensive lifestyle and product photo/video shoots, overseeing teams of 10–20, including talent, stylists, and crew

Executive Creative Director – Unik Models
Ongoing Collaboration

As Executive Creative Director, I’ve led the creative vision for Unik Models across all brand touchpoints, shaping a bold, modern identity for the agency.

Key Contributions:

Website Experience: Directed the design and creative development of unikmodels.ca, delivering a sleek, high-impact digital presence

Sizzle Reel: Conceptualized and produced the agency’s sizzle reel to capture its dynamic essence and showcase top talent

Marketing & Visual Direction: Oversaw all marketing materials and provided creative direction and styling for all photoshoots

Collaborators:
Photographers – Dmitri Bugaenko, Dwayne Evans
Fashion Designer – TOMÉ COUTURE

Lead Creative & Design Director – Viva Naturals

At Viva Naturals, I led a comprehensive brand refresh—defining and implementing a modern, cohesive visual identity across all consumer touchpoints to strengthen brand perception and boost engagement.

Key Achievements:

E-commerce Redesign: Directed the full redesign of vivanaturals.com, delivering a clean, intuitive shopping experience with improved UX, modern design, and integrated social proof—all aligned with industry best practices

Product Launches & Packaging: Launched 20+ new products with a unified packaging system and design aesthetic; created a brand style guide and developed a strategic creative direction for future product lines

Creative Production Oversight: Provided end-to-end creative direction for all product renderings and photoshoots, ensuring brand consistency across digital, retail, and marketing channels

Volvo x Limelight Platform – Toronto Auto Show Activation
Role: Creative Lead

Volvo engaged Limelight Platform to deliver an immersive, high-impact experience for their showcase at the Toronto Auto Show.

Key Achievement:

As Creative Lead, I helped bring to life a strategically designed, interactive kiosk powered by Limelight’s Experiential Marketing Cloud—the world’s first SaaS platform built to help brands measure and enhance ROI from live activations. The kiosk became the focal point of Volvo’s booth, driving significant visitor engagement and brand interaction.

Limelight Platform enables brands to prove and improve ROI across a wide range of experiential initiatives, including sponsorships, product demos, launches, sampling programs, test drives, and more.

Limelight Platform – Full Rebrand & Digital Experience Overhaul
Role: Creative Lead

Limelight Platform is the world’s first SaaS Experiential Marketing Cloud, enabling brands to prove and improve ROI from activations such as sponsorships, product demos, launches, test drives, sampling programs, and VIP experiences.

As Creative Lead, I directed the complete brand transformation—spanning logo redesign, website overhaul, and the user experience of the digital platform.

Key Achievements:

Website Redesign: Led the launch of a fully redesigned limelightplatform.com, featuring a refined visual language and an improved user experience

Brand Identity: Developed comprehensive brand guidelines and introduced a distinct illustration style to bring the brand’s personality to life

Platform UI/UX: Overhauled the look, feel, and usability of Limelight’s experiential platform to better serve client needs and elevate the digital experience

Hyundai Canada x SapientRazorfish – Digital Ecosystem Redesign
Role: Senior Art Director

At SapientRazorfish, I led the creative direction for Hyundai Canada’s digital transformation, reimagining how customers discover, buy, and engage with the brand online.

Key Achievement:

Partnered with cross-functional teams to deliver a fully responsive, personalized, and user-centric digital experience—powered by scalable technology and data-driven design—culminating in the launch of the new hyundaicanada.com.

Delta Hotels – Elevating the Four-Star Experience into the Digital Realm
Role: Art Director and Designer

As Delta Hotels aimed to deliver a true four-star experience across their newer properties, the next step was to elevate that standard digitally. Building on a comprehensive brand repositioning and refreshed marketing collateral, the mission was to create a seamless digital ecosystem that unified all communication touchpoints, offering business and leisure travelers aged 30 to 45 a faster, easier, and more personalized hotel experience.

The journey began with a full website redesign, resulting in a fully responsive, intuitive platform that simplified the booking process. To complement this, Delta launched a mobile app empowering guests to customize their stay—from managing reservations and requesting housekeeping to arranging transportation—both before arrival and during their visit.

Supporting the launch of the flagship Delta Toronto® in late 2014, an immersive YouTube experience invited users to explore the hotel virtually. A multi-channel social contest across Facebook, Twitter, and Instagram introduced both the hotel and its vibrant SoCo neighborhood. Additionally, a new TV and digital spot featuring breathtaking drone footage captured the property and its surroundings from unique aerial perspectives.

This integrated digital strategy delivered significant results:

E-commerce revenue increased by 6%

Overall revenue grew by nearly 10%

Conversion rates improved by 25%

Guest satisfaction scores soared by an impressive 60%, far surpassing client goals

These outcomes solidified Delta’s position as a leader in the four-star full-service hospitality market.

Recognizing this success, Marriott International acquired Delta in early 2015, aiming to establish it as their premium four-star brand worldwide.

The project was also shortlisted for Strategy Magazine’s 2015 Digital Agency of the Year.

Second Cup x Olson (ICF NEXT) – Digital Brand Refresh & Loyalty Experience
Role: Senior Art Director & Lead Designer

While at Olson (now ICF NEXT), I led the digital transformation for Second Cup, Canada’s second-largest specialty coffee retailer and franchise. The goal: revitalize their online presence with a bilingual, mobile-responsive platform that delivered a seamless and engaging user experience.

Key Achievements:

Website Redesign: Created a fully responsive, immersive digital destination featuring refreshed branding, modern design, and enhanced functionality. The new site leveraged rich lifestyle and product photography to better connect with customers on-the-go

Loyalty Program – PERKS: Led the full design and development of PERKS, a new customer loyalty program designed to reward frequent visitors with enticing, easy-to-access incentives

Performance Results:

57% increase in unique visitors

11% increase in page views

15% decrease in bounce rate

Retail Alignment: Supported the launch of Second Cup’s signature store redesign, which set the direction for future retail locations

Recognition:

2014 W3 Awards – Silver, Food & Beverage category

2014 Awwwards – Honorable Mention

FWA – Shortlisted for Site of the Day

Boston Pizza x Olson (ICF NEXT) – Mobile App Design
Role: Senior Art Director & Lead Designer

While at Olson (now ICF NEXT), I led the design of a native iOS and Android app for Boston Pizza, aimed at enhancing the customer experience through mobile ordering, location services, loyalty integration, and personalized offers.

Key Achievement:

Designed a clean, user-friendly interface with intuitive UX and streamlined navigation, making it easy for users to interact with the brand on the go

Recognition:

2016 Shopper Innovation Awards – Silver (CRM & Loyalty)

Harley-Davidson Model Year Redesign – SapientNitro (now Publicis.Sapient)
Role: Senior Designer

While at SapientNitro, our team was responsible for designing and launching the Model Year 2012 experience for H-D.com.

Key Achievement:

For Model Year 2013, we transformed H-D.com from a dated legacy site into a dynamic, visually inspiring platform that showcased Harley-Davidson’s iconic photographic assets and elevated the brand experience.

Chrysler 300 Model Year Launch – SapientNitro (now Publicis.Sapient)
Role: Co-Art Director, Designer, Photo Retoucher

At SapientNitro, we were tasked with boosting consumer awareness for the launch of the new Chrysler 300.

Building on European TV spots, we created “300 Reasons to Love the New Chrysler 300”—a multi-screen, omni-channel digital experience designed to deliver seamless engagement across auto show kiosks, dealership touchscreens, and desktop/tablet devices.

By leveraging an extensive library of vehicle photography, including rare historical images and a bespoke photoshoot for the campaign, we crafted an immersive, visually rich experience that significantly heightened consumer awareness and excitement around the new Chrysler 300.

Dodge Website Redesign – SapientNitro (now Publicis.Sapient)
Role: Co-Art Director & Lead Designer

At SapientNitro, we undertook the complex challenge of redesigning the Dodge website for international markets.

The primary goal was to develop a flexible design system that accommodated diverse geographies and multiple language translations, ensuring a seamless user experience worldwide.

Our team successfully launched a visually compelling, well-structured platform that met all client requirements while providing adaptability for future needs.