How do you differentiate yourself from your competition as a technology-based company?
Dominion Voting discovered that their greatest strengths as an election systems provider were their employees and services that they provide. They proved more valuable to their customers than their trusted products and systems. Using this insight, I collaborated with Dominion to develop a new brand identity and refresh their sales materials and website.
For the brand identity, I took Dominion’s red and black colours and changed up the brand’s personality to express Dominion’s greater confidence and credibility. I developed a modern-looking ballot and ballot box icon to help to immediately convey Dominion’s strong association with the history, the present, and the future of voting.
With Dominion, I developed a campaign that demonstrates their commitment to go above and beyond the call of duty to ensure that their customers are happy. I took environmental portraits of Dominion’s employees at work, and made them a significant part of each and every new communication to potential and current customers. These are the familiar faces that customers get to know during and after every election. I captured Dominion’s employees in the cities that they work, in front of notable landmarks or in the moment at work with their customers.
The greatest achievement in developing Dominion’s new campaign was the creation of their refreshed website. I looked at alternative ways of displaying all of the information that Dominion wanted to show. I developed infographics to communicate Dominion’s strongest points in a quick and easy-to-read way. I ensured that the employees were front and centre throughout the site, so that all information presented was also in part married to the employees who would provide their trusted customer service.
The videos at the bottom of the page. CAMBRIDGE Case Study and the EMPLOYEE CAMPAIGN - 3 of the Dominion Difference series.
Brand identity: Full Brand Program
Developed the employee campaign
(Art directed, Shot & edited the videos and stills)
Environmental design for both Offices
Equipment: User experience and User interface for the equipment and online voting as well as the sound branding
The task was to create a website for this unique boutique construction firm based out of Toronto. With over 10 years specializing in general contracting, construction management and design-build services – Flat Iron took this opportunity to build an online presence that’s representative of the work that they have done in the field. The Management Team were highly engaged in this collaborative process. The site showcases their efforts from the past decade, as well as insight into their people, process and services.
CONSTRUCTION CAN BE BEAUTIFUL
We wanted to impress users with its clean modern design and by the site’s customized intuitive navigation and user interface design. Graphic elements and typography were applied throughout the site to highlight the company’s services and process. Much like Flat Iron’s work in buildings and offices, I wanted the site to feel like real spaces and environments. Parallax scrolling technology was used to help add to the user experience, and it provides the illusion of 3 dimensions.
The first campaign aimed at highlighting the difference between Chronic Obstructive Pulmonary Disease (typically resulting from years of smoking cigarettes) and asthma. These are three different approaches (pre-launch, unbranded, and launch) to the same brief: talk smoking without showing smoking (tell, don’t show).
The second campaign was the opposite: show smoking but not the cigarettes. It was very graphic and differed from the usual happy smiling patient advertising associated with healthcare products.
A similar third campaign idea showed smoking but using the cigarette; as the cigarette goes down so does your lung function. With these three distinctive approaches, we won the pitch.
A good photograph is well framed; a great photograph is well art directed. I always work closely with great photographers to create images that are graphically strong, impactful and memorable. The first few shots are from a series of work for Johnson & Johnson. Some retouching of awkward bulges was required. The latter shots are some of my more recent architectural and interior spaces images.
Consulted with Chapters/Indigo on a large-scale rebrand of their stores, online tools and mobile app. As a team, we developed the launch communications for all new tech stores, a reading personalities brand, and explored and investigated design trends as well as visual exploration for the all new shops within the stores.
Strong companies and brands have distinct personalities, and creating a logo is an exercise in bringing that personality to life. This is a sampling of the diverse array of company and brand logos I've have created over the past several years. This has included everything from Record labels to Spas, a Tech Conference for Silicon Valley, and even my own design studio identity.
Here is a compilation of work from various clients: Nestle, Kraft and P&G brands over the years. From food photography, packaging, conceptual work to branding.
A few other projects worthy of sharing; My studio emailers, a sports documentaries festival campaign, a Next36 start-up rewards website, a wall poster for a MS clinic, and a next-gen video game console KERNL animation video.
K-OS is a different kind of hip-hop artist and his debut album ‘Exit’ demanded a design that would set it apart from the standard hip-hop fare. I took a more organic approach, creating a design soft and rich in textures but still simple and clean. The work received a Juno Award for Best Package Design of the Year. I also created the more critically acclaimed 2nd album, Joyful Rebellion.
My work was shown at the 25th anniversary of the Junos at the Museum of Civilization in Ottawa, showcasing award-winning album artwork since 1975.
My work was shown at the 25th anniversary of the Junos at the Museum of Civilization showcasing album artwork since 1975.
After creating this band's album artwork (last image), they approached me to develop t-shirts concepts for their upcoming tour. My idea was to use different lyrics for different shirts.
How do you get the word out that you want to work with good clients?
My design and communications studio sent out a one-of-a-kind promotion mailer to companies with which we wanted to collaborate. An eye-catching mailer that displayed our unique creative and visual superpowers. An imaginative mailer that transformed a novel about Stor Gendibal of Trantor into a medium telling potential clients that the future is within their grasp and not in some galaxy far far away. An unforgettable mailer that promoted the many benefits of working with this creative and original studio.
Tom Wilson is a character. The town of Hamilton has character. So what do you do when asked to do a CD cover concept for a character from a town with character? You put a big portrait of the iconic Canadian indie musician on the cover BIG and, on the back, a photo that graphically reminds us why ‘The Hammer’ is also referred to as ‘Steel Town’.