Transforming
visual brand.
For the past decade, I have led the visual brand transformation of Canada's largest biotech company, inside and out. As both Creative Director and Senior Facilities Designer Manager, I modernized and unified every brand touchpoint, creating a cohesive brand experience across global operations.
Earlier in my career, I played a key role in evolving the Vancouver Film School brand, and spent 11 years in agency settings developing campaigns for dozens of new real estate developments throughout British Columbia.
Creative Direction
Packaging & Labels
I led the unification of packaging and label design across product lines, creating a consistent brand experience while ensuring compliance with regulatory and shipping requirements. A streamlined templated system was also implemented, enabling production to transition from Creative to Manufacturing, improving scalability, and speed to market.
Website Interface
I led the development of the design systems for STEMCELL’s website, creating a more intuitive user experience while establishing a scalable framework for future growth. Visit www.stemcell.com.
Video
I led the video team to create script, branding, and visual templates for product and educational videos, creating a cohesive brand experience across all content. These scalable production frameworks improved consistency, streamlined workflows, and increased efficiency across the video creation process. See STEMCELL’s YouTube channel.
Permanent Signage
I led the design of the signage program for the flagship campus, establishing the standards adopted across global locations. The resulting system strengthened brand consistency worldwide.
Social Creative
I led the establishment of social media templates to ensure a consistent and recognizable online presence. The framework enabled faster content creation, streamlined approvals, and greater efficiency across social channels. Visit STEMCELL on Instagram.
Instrument Housing & Interface
I led the redesign of next-generation instrument housing to create a cohesive and recognizable bench-top product family. The user interface was aligned with the website's UX and UI systems, delivering a seamless experience across both physical and digital touchpoints.
Regional Marketing Assets
I led the design team to create specialized collateral for Asian markets, including translated versions of educational and promotional materials tailored. Emphasis was placed on creating WeChat-specific content that resonated with the Chinese market while maintaining the essence of the global brand.
Promotional Items
I led the creation of promotional products designed to be memorable, functional, and durable. By prioritizing quality and thoughtful design, these items became highly sought after by both employees and customers, strengthening brand affinity and engagement.
Campaigns
To differentiate STEMCELL within the scientific marketing landscape, I led the design of campaigns that embraced a minimalist approach paired with unexpected perspectives and subtle human elements. This distinctive creative direction elevated brand recognition, captured attention, and made complex scientific content more engaging and approachable.
Brochures & Reports
I led the development of flexible, scalable templates for brochures and reports that streamlined production while maintaining a high standard of design. The system ensured a cohesive, consistent brand experience across a wide range of printed and digital materials.
Interior Design
I directed the design of STEMCELL’s flagship campus in Burnaby, BC, creating an environment that reflects the company's culture, innovation, and identity. This vision was codified into global design standards and successfully implemented across international facilities, including in Shanghai, Saint-Égrève, Cambridge (UK), Singapore, and multiple other North American locations, ensuring a cohesive brand experience worldwide.
Systems Design
Intake System Design
I partnered with the IT team to design and implement custom intake and workflow management systems for both Creative Services and Facilities Design using Jira and jQuery. These solutions improved request submission, tracking, and reporting, providing valuable data to optimize resourcing, streamline prioritization, and increase overall team efficiency.
Brand Guidelines Creation
I led the development of comprehensive brand guidelines and template systems adopted across the organization. These standards extended to global offices, subsidiary companies, and external vendors, providing clear direction for consistent brand execution. Hosted online for easy access and ongoing governance, the guidelines became a foundational tool for maintaining brand integrity at scale.
Product Rendering System Design
I led the transition from traditional product photography to a scalable 3D rendering system for STEMCELL’s extensive product portfolio. This initiative dramatically improved visual consistency across thousands of products while reducing production time from days to hours, creating a more efficient and sustainable workflow for ongoing product launches and updates.
Virtual Education Setup
When in-person training was suspended during the pandemic, I led the Creative team in designing and implementing a fully integrated virtual production studio within STEMCELL’s education lab. The platform rapidly became the company's primary global channel for product education, significantly expanding accessibility while reducing costs for both STEMCELL and attendees compared to traditional in-person events.