MASTERING THE POSSIBLE
MY APPROACH
Creativity, in all its iterations and possibilities, has been a guiding force in my life for over 30 years.
As Creative Director for two Marketing, Communications & Design firms, as well as Director of Marketing and Communications for two large companies, I have been gifted with a compellingly broad industry experience in every aspect of marketing, advertising, communications, branding, and design, spanning across every delivery medium, channel, and touchpoint imaginable. Thriving in team-based environments, I have always understood that every success is the product of many talented hands working together toward a common goal. The key is in inspiring, guiding, and ultimately channeling that collective talent to push the edge of what is possible, to never rest on the laurels of success, always to understand that to change is to grow, both in business and in life. And what a journey that can be!
Tiffany Village and its sister residence Kenny’s Pond are Newfoundland’s most exclusive retirement communities. With a reputation for being expensive, our goal wasn’t to challenge that expectation but to meet it. Our ‘Love Where You Live’ messaging theme redefines commonly held notions of retirement living, focusing on the active, highly social, and feature-rich nature of these vibrant communities. Our strategies have produced enviable occupancy rates, blanket brand awareness, and market dominance in an ever-increasingly competitive sector.
Case Study 1
Tiffany Village
Case Study 2
The Leaside Group
The Leaside Group is a large and ever-expanding consortium, with over 15 companies operating in a diverse variety of sectors including health & beauty, therapeutics, oral care, hospitality, entertainment, and restaurants. As their Marketing & Communications lead, I developed and executed an extensive brand overhaul of key Leaside Group asset brands such as Monastery Spa, Leaside Manor, Compton House, Arnold’s Cove Inn, and Leaside Executive Suites and Apartments. This included the development of a comprehensive suite of operational and promotional collateral from signage and display to an expansive arsenal of advertising and promotional assets. I also provided strategic branding and design expertise to the development and launch of new companies/brands within the Leaside group including Riverside Therapeutics, Landmark Events, Passport Media, Abbey Cafe, Highgate Accounting, and Monastery Hotel.
Case Study 3
DW50
Following the legalization of cannabis products throughout Canada, the industry has changed dramatically, expanding into new areas such as edibles, infused beverages, balms & salves, to highlight just a few. Many cannabis brands have struggled in extending their reach in order to fully exploit these new markets.
In conceptualizing DW50, I envisioned a vintage gas bar/convenience store platform specifically targeted to allow for a wide variety of products to be developed under the umbrella of a singular brand. This empowered DW50 to launch with strength, capable of easily pivoting to new products as market trends and demand dictated.
The first product, Wheelie Magic V1, was developed as a grade of ‘gas’ - a central term in the vernacular of cannabis culture. This naturally lead to employing retro gas pumps for point-of-sale displays as well as in social media content to fully imbed the brand’s unique positioning.
Case Study 4
ultimate dreamhome lottery
The Ultimate Dreamhome Lottery is the oldest continuing lottery in Newfoundland & Labrador. Tasked to completely rebrand the platform, I saw the efficient mix of iconography and bold color groupings to underscore the multifaceted prize offerings and provide visual separation for individual sections. The promotional asset program includes a broad mix of traditional media channels (television, print, billboard) with digital media touch points (social media, digital ads, commercials (TV), email newsletters). In the 6 years of servicing this account, core ticket sales have increased over 40%.
Case Study 5
telelink
Telelink is a textbook example of how a well-developed strategic plan can ultimately change your business. Often, established companies are so wrapped up in the day-to-day mechanics of their business that they fail to see the possibilities nesting on their very doorstep. Telelink was essentially a call center for hire operation before engaging in a comprehensive analysis of their business model. The resulting strategic plan morphed their business into a plethora of new areas including journey management, emergency services and recruitment.
This massive shift in their business model necessitated the development of a new brand platform that would embrace and advance its evolving business avenues. I envisioned a sleek, spare yet sophisticated brand and corresponding collateral aesthetic that underscored the company’s service and technology credentials while providing a clear path for future sub-brands as the company’s service umbrella expanded.
Case Study 6
autism society nL
The world of the autism spectrum can often be bewildering to understand. The complexities of all the variables involved both the diagnosis and treatment of autism is often a harrowing journey.
For the Autism Society of Newfoundland & Labrador, I was engaged to develop a new face for this storied and influential organization. I began as I always do with copious research, exploring the symbols and icons traditionally employed within the autism community. In this case, it was primarily puzzle pieces and hands. For the core identity, I envisioned a child’s hand as the base and branches of a tree and the puzzle pieces acting as leaves. The goal was to reinforce the organization’s mission of growth, of blossoming potential, and nurturing the possibilities. The design language supporting the brand demanded flexibility in supporting the organization’s revenue-generating assets, especially it’s Pantry restaurant and ‘Fun’raiser Galas.
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An abiding curiosity about the world and how we relate to it has always been a driving force for me. The absolute beauty of experience is to be able to embrace what’s next while maintaining the wisdom to recognize what is a temporary fad and what is ground breaking. I am constantly looking forward. I get excited by new ideas, new perspectives. I have made a career out of making a tangible difference for my clients, both in how they see their markets and in how their markets see them. It is the magic elixir of effective creativity.
Let me show you how.