BCIT Ad Campaign – Direct Mailer

BCIT’s appeal is that it offers many programs that can be completed part-time. It’s a good vocational school for people who can’t commit to a full-time program. When asked to design a new direct mail campaign, Steve Tan and I decided to pair an interesting visual with a clear, intriguing slogan.

Our headline ”You were not born to do this” skewers cliched taglines by other local schools and websites. BCIT offers practical training for job placement, rather than selling “dream job” visions, so our concept targets people who are seeking practical training to escape dead-end jobs. We were careful to highlight BCIT’s core feature: practical studies you can complete when it suits you.

Here’s the “paper shredder” postcard design:

Nature’s Path Packaging Design

Last summer, while doing some packaging design at Nature’s Path, I worked on many cereal boxes. Due to a supply issue, the ingredients list needed to be updated and many boxes were to be redone on short notice.

The cereal lines were also undergoing a design update, and most just needed some simple changes, but one box seemed especially outdated beside all the other Nature’s Path product. With the Creative Director’s approval, I updated the nameplate and tweaked the “Spelt Flakes” box. With just minor graphic and layout changes, the box looks cleaner, is easier to read on the store shelf, and fits in with the other cereals nicely.

Although the design work was nothing extraordinary, it took so long for the production cycle to actually get the new boxes in the stores that when I saw my new box on store shelves today, I had to buy one and take a photo beside the old box.

dot. dessert photography

In addition to providing the identity and signage design for local parfait bar dot. desserts, I set up a product shoot on location. Shooting on site was important since the desserts melt quickly and require much preparation. Fortunately my setup is quite mobile. Since dot. has nice bright windows and a white interior, natural lighting was ample. I only had to use one speedlight (with umbrella) and reflector.
All the desserts looked so delicious, it was hard to work with them for two hours without eating any!

Scrumptious! Since the photo shoot, dot. desserts has started serving savory and sweet crepes and a variety of hot and cold teas. They are now open from noon to midnight daily.

Koodo Campaign Analysis and Redesign

Koodo posters reimagined

I worked with Stephen Tan to analyze the Koodo Mobile ad campaign. We found it to be successful, but wondered whether they could sustain the narrow focus on workout themes. Would the joke wear thin too soon?

We decided to expand the campaign to a broader spectrum of 80’s themes, playing on the era’s fashion, technology, music and lingo. We wanted to maintain the specific color palette and other branding elements that worked so successfully.

Pictured are some of the poster redesigns we came up with. Click for full image.

Identity Design: dot. desserts

dot. desserts is a parfait bar that opened March 2nd, 2009 in Vancouver. They carry a unique menu of Japanese-style and specialty parfaits, sweet and savory crepes, and a selection of hot and cold teas. The owners of dot. wanted a minimalistic approach that would put the focus on the presentation of the desserts. Only one color would be used, and white would dominate the location.

Throughout February and March, I worked with dot. to create a logo, identity and signage, and menu. The circle was an obvious inspiration, and not just because it symbolizes perfection. The same basic shape is found in the Japanese flag, and is present in each serving dish. Kabel was chosen for the company typeface, partly because of the nice round bowls. The “o” of dot. became a part of the developing motif.

We chose a classy “sandblast” treatment for the windows to avoid introducing more color, providing some privacy for the diners, and allowing plenty of light.

dot. desserts is located at 5556 Cambie Street, near 40th Ave, Vancouver. They are open daily from noon to midnight.

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