Design, art and creative direction practice.

I led transformative initiatives aimed at redefining the brand's creative direction and driving impactful results. Spearheading comprehensive brand development and creative strategies, I focused on optimizing conversion, recruitment, and retention through innovative 360 campaigns and initiatives that challenged conventional norms.Rebuilt and Revitalized Creative Team:- Revitalized the internal creative team of 12+ individuals, fostering a new sense of ownership and value.- Restructured the team to align with the CEO and leadership's new brand direction, instilling a fresh creative vision.- Led and mentored the creative leadership and broader team, contractors and external agencies including the Director of Creative Operations, Content Director, 2 Art Directors, Executive Producer, and VM Director to propagate the new vision across all brand channels.Increased Creative Output and Efficiencies:- Integrated 3 external agencies focused on 360 campaigns, social media, and influencer programs, enhancing recruitment and impacting omni-channel experiences.- Tripled creative output, elevating brand storytelling and reach across all customer touchpoints.- Fostered cross-functional collaboration, developing a unified omni-channel customer journey map to enhance brand cohesion and effectiveness.Led Transformative Brand Development:- Conducted a comprehensive audit of all brand assets across channels and devised a rollout plan in collaboration with cross-functional teams.- Transformed campaigns into immersive sensorial events across customer touchpoints, leveraging a cohesive brand vision, cross-functional efficiencies, and a larger, more effective creative team.Navigating and influencing the brand's creative landscape with an entrepreneurial approach, I reported directly to CEO Barbara DeLaere and collaborated closely with the Executive Leadership team to achieve strategic objectives and drive business growth.

I played a pivotal role in defining and establishing the design and visual language for clients in the technical, outdoor, and wellness spaces. I was instrumental in the transformation of Monday to specialize in serving performance brands within these industries, elevating our offerings to align with the unique needs and challenges of this niche market.Key Duties:- Led the strategic adaptation of Monday's design and visual language to cater specifically to technical apparel brands in the outdoor and wellness spaces.- Oversaw the development and implementation of omni-channel campaigns and brand executions for clients such as adidas, Arc’teryx, lululemon, and Herschel, ensuring alignment with brand strategy and objectives.- Directed and managed all aspects of creative execution, including art direction, visual design, messaging, and activations, to maintain a cohesive and impactful brand image across all touchpoints.
Accomplishments and Achievements:- Specialized Monday's service offerings to focus on technical apparel brands, positioning the agency as a leader in the outdoor and wellness industries.- Transformed Monday's overall tone, image, and creative approach to resonate with the target audience of technical apparel brands, resulting in increased client satisfaction and retention.- Led the development of compelling narratives, stories, and creatives tailored to the unique product offerings and audiences of technical apparel brands, driving conversion and engagement across all channels.
Navigating the evolving landscape of creative services, I collaborated closely with the Monday team to innovate and deliver impactful solutions that exceeded client expectations and drove business growth.

I oversaw projects from initial brief to execution, guiding a dynamic creative team consisting of designers, writers, directors, photographers, contractors, and producers. Together, we executed a diverse range of 360 campaigns, from weekly initiatives to global endeavors, to elevate the brand's presence across multiple channels.Key Duties:- Managed and directed the creative team to ensure the successful execution of campaigns, maintaining a high level of creativity and quality in all deliverables.- Orchestrated seamless integration across various channels, including digital platforms, in-store experiences, events, PR, and community marketing, to create a cohesive and impactful brand presence.- Collaborated with cross-functional teams to align creative initiatives with overall brand strategy and objectives, fostering a unified approach to marketing and communications.
Accomplishments and Achievements:- Led the development and implementation of innovative campaign concepts and strategies that resonated with lululemon's target audience, driving engagement and brand loyalty.- Successfully managed multiple projects simultaneously, meeting deadlines and exceeding expectations for creativity and effectiveness.
- Played a key role in continuing lululemon's artistic direction, leveraging skills in art direction, video direction, photo art direction, and cross-functional team leadership to deliver outstanding results.

A year long hiatus from design and creative direction lead to the forming of Elmo’s House in Batan, Aklan, Philippines. Elmo's House is an Art Residency and contemporary art project and studio/live space for local and international artists. Established in the centre of the town between mountain and sea, the Residency provides a unique setting to conduct research and create work. The Residency's mandate: 1)To build an international art community in Batan, Aklan while fostering cultural exchange through initiatives and projects. 2)To facilitate new perspectives for research and a space to create work in an alternative setting. 3)To act as conduit between Batan and participating artists while initiating conversation about contemporary art and critical thinking.https://www.elmoshouse.org/

I co-led a full-service agency, placing a distinct emphasis on cultivating culture-driven brands and crafting human-centered digital products grounded in strategic insights. My leadership extended to managing diverse projects for clients such as Whistler Brewing, Capture Photography Festival, Earnest Ice Cream, Timbertrain Coffee Roasters, and Turf Wellness.

I co-founded and directed a creative shop specializing in the meticulous craft of culture-driven brands, centering on strategy, narrative development, and visual communications. Our emphasis on art and design resulted in the delivery of creative yet organic solutions for clients spanning the publication, BMX, beverage, and fashion industries. Notable collaborations included The Lab Magazine, MacNeil BMX, Whistler Brewing, and Wings + Horns. This journey culminated in a merger with Assembly Digital to form Studio Palms, further enhancing our capabilities and market presence.

I designed comprehensive brand systems, environmental graphics, promotional materials, packaging, and publication designs with a keen eye for detail and strategy. Notable clientele during this period included the Vancouver International Airport, Boston Pizza, Cressey, Richmond Centre, Onni, and BC Hydro.