Transforming
visual brand.
For a decade, I led the evolution of the global brand experience at STEMCELL Technologies, Canada's largest biotech company — aligning creative strategy, workplace design, and operational systems across every major touchpoint.
Before STEMCELL, I helped evolve the brand at Vancouver Film School and spent 11 years in agency environments, developing campaigns for real estate projects across British Columbia. That mix of in-house discipline and agency range shapes how I think about creative leadership today.
Creative Direction
Packaging & Labels
Unified packaging and label design across product lines, creating a consistent global brand experience while meeting regulatory requirements. Developed scalable templates that accelerated production and improved operational efficiency.
Website Experience
Led the development of STEMCELL's website design system, improving the user experience while creating a scalable framework for future growth.
Video Content
Directed the video team in creating standards, templates, and production workflows that improved consistency and significantly increased efficiency.
Environmental Branding & Signage
Designed the signage program for STEMCELL's flagship campus and established standards later adopted across global locations, creating a consistent visitor experience worldwide.
Social Creative
Created social media templates that improved brand consistency, accelerated content production, and simplified approvals across channels.
Product Design & User Interface
Directed the redesign of next-generation instrument housing and aligned the digital interface with STEMCELL's broader UX standards, creating a seamless customer experience.
Regional Marketing Programs
Led the creation of marketing assets for Asian markets, balancing regional relevance with global brand consistency.
Promotional Items
Developed premium promotional products that strengthened engagement and deepened brand affinity among customers and employees.
Campaigns
Directed integrated campaigns that helped STEMCELL stand out in a crowded scientific marketplace while making complex topics more approachable.
Brochures & Reports
Created scalable systems for brochures and reports that improved efficiency while maintaining high design standards.
Global Workplace Design
I directed the design of STEMCELL's flagship campus in Burnaby, creating a physical expression of the company's culture and brand. The standards developed for the headquarters became the blueprint for facilities across North America, Europe, and Asia, creating a consistent brand experience worldwide.
Systems Design
Creative Operations & Intake Systems
Partnered with IT to develop custom intake and workflow systems for Creative Services and Facilities Design, improving visibility into capacity, priorities, and resource allocation.
Brand Governance Systems
Created comprehensive brand guidelines and template systems used across global offices, subsidiaries, and external partners to maintain consistency at scale.
Product Rendering Pipeline
Transitioned product photography to a scalable 3D rendering workflow, dramatically reducing production time while improving consistency.
Virtual Education Infrastructure
Led the creation of a virtual production studio that became STEMCELL's primary global channel for product education during the pandemic, expanding accessibility while reducing costs.