As Graphic Designer on the McCormick packaging team, my focus is to design, develop, and execute packaging initiatives from creative concept to manufacturing production. I have gained a deep knowledge of McCormick global brands including, strategy, personality and positioning. By participating in market research sessions and learning how products and brands are best positioned for consumers, I am able to design effectively for packaging and in-store marketing materials.
As Creative Director at the Compass Group of Canada, I developed internal brands and created nation-wide marketing campaigns. The marketing campaigns included a path to purchase system allowing consumers to experience brands through engaging social media activation, attractive video and effective point of purchase digital and print.
Over the course of my career I have had the opportunity to apply my design expertise to a number of exciting brands. At Loblaws, I developed award winning package design for multiple brands such as President’s Choice, No Name and Organics. As my career progressed, I was recruited to take on a project/brand management role when Loblaws’ Joe Fresh division was created. At Joe Fresh, I was responsible for executing category and brand management projects for numerous general merchandise and cosmetics products. In addition to ensuring high quality artwork and design that upheld the brand standards and strategy for Joe Fresh, I was also responsible for developing and executing in-store displays and introducing a corporate wide point of purchase system that was rolled out in Loblaws retail stores across Canada. Working with internal departments and external contacts was an integral part of my job and required building trust and effectively managing multiple relationships in order to meet aggressive timelines and guide projects through to successful completion.
I am a contributor to the George Brown College Design Program Advisory Committee, participate on the Evaluation Committee for the Registered Graphic Designer Association, and an Industry advisor to the GBC Institute without Borders program.
My successes at Loblaw Brands were recognized throughout the international creative community. I was honoured for excellence in design with the Mobius Advertising Award, The London International Advertising Award, Packaging Association of Canada National Competition Award, and Les Global Sial D’or Award.