︎

/ Work
  1. Lumel Glass
    Branding
  2. Integrative
    Branding/UI/Direction
  3. JBS
    Branding/Direction
  4. Bonzai Intranet
    Branding
  5. Seeking Blue
    Interaction
  6. Fluxwerx
    UI/Direction
  7. Skipper Otto
    UI/Direction
  8. Catapult ERP
    UI
  9. Build Tech
    UI/Direction
  10. Moots Apparel
    Identity
  11. NY Aesthetics
    Identity
  12. Essex Eagles
    Identity
  13. JC69
    Identity

/ About 
A visual designer and brand strategist, solving problems and telling stories. Most previously the creative director at Goat︎.

/ Vocabulary
Branding - Building brand strategy and visual identity with a deep understanding of client and industry.

Direction - Overseeing the creative and/or strategic direction of a project.

UI Design - Wireframing and designing websites and digital products.

Identity - Simple, low-budget logos or incomplete branding projects. 

Interaction - Adding value to pre-designed UI projects in forms of layout and movement.

/ Clients
Bonzai Intranet
Bricklayer Brewing
BTY Global
Catapult ERP
City of Vancouver
CloudFM
Essex Cricket
FJG Solicitors
Insurance Emporium
Integrative Naturopathic
JBS Equipment
Lumel Studios
Lendlease
NHS UK
Parachute Regiment
Redcliffe & Co.
Seeking Blue Records
Simon Fraser University
Southend F.C
Skipper Otto
Tak Logistics

/ Community
Organizer of Type Brigade︎- Vancouver’s typography speaker series.

/ Connect
LinkedIn︎
Instagram︎
VSCO︎
Email︎

/ Programs
Adobe CC
Sketch
Figma
Webflow
Principle

End.
Mark








Integrative Branding/UI/Direction



Happiness and health start with harmony.


/ Role
Creative Direction, Branding, design and UI
/ Agency
Goat︎
/ Co-strategy
Terence Sawtell / Design team
Heather Browne
/ UX
Katy Witts
/ Development
Carmen Shing
/ Year
2020






The founding fathers

Integrative Naturopathic Medical Centre is Vancouver’s leading alternative health clinic. Founded in 1974 by three NDs seeking a more wholesome approach to holistic medicine, Integrative has built a nationwide reputation with progressive treatments and industry-leading programs across a wide spectrum of health. 







Refresh and reposition

We worked with Integrative to clarify their internal values and business goals, and subsequently use this new information to rejuvenate and reposition their brand. 



/ Staff focus group

/ Practioner focus group







Identity


Strategy dictated that Integrative was Vancouver’s premium authority in naturopathic health, infusing traditional holistic techniques with modern-day western medicine, in a truly integrated way. We built out an identity which visualized this promise - one of authority with a touch of magic. 





Logo variations

/ Full logo
/ Stacked variation

/ Abbreviated version






/ Old knot
/ Expanded knot


The exisiting tibetan knot was heavy and overbearing. We made the stroke thinner and opened up the negative space, giving it room to breathe at all sizes. 










/ Old wordmark

/ New wordmark


Much like the icon, Integrative’s wordmark was bloated, overbearing, and disconnected from their premium experience. We set about creating a wordmark which infused the history of holistic medicine with the modern-day reliability of medical establishments.




Wordmark inspiration

/ Tibetan calligraphy
/ Hospital signage



Wordmark development






Rejected wordmark

As much as we enjoyed the expressive nature of this one, it had too much flair and not enough authority.








Typefaces

/ Overpass
/ Overpass Mono



Inspired by Highway Gothic︎, Overpass is a highly legible, narrow typeface which has been optimized for screen. We chose it for its authoritative feel and sharply angled ascenders and tails. 





Patterns

/ Whiteblood cells
/ Mitochondria




Starting with microscopic photography of human cells, we developed a series of patterns which are created using a simple step-by-step process.




/ Gut Bacteria
/ Blur
/ Posterize
/ Find edges





/ Craniosacral fluid




The resulting collection of patterns offer a truly authentic way to anchor the identity across all mediums, and offers virtually limitless variations of layout, with the option to easily expand the collection as the brand grows.




/ Dendritic cell



/ Water molecule





Imagery





For supplementary images, we sourced a collection of natural textures which complement the organic curves of the patterns.



Imagery courtesy of Unsplash︎






Deliverables


The identity lives and breathes through the plethora of patterns and their endless flexibility. With a functioning clinic, in-house medical lab, and dispensary, the deliverables cover a range of mediums.




/ Business card



/ Patient resource folder




/ Calendar



/ Medical pads



/ Envelope
/ Letterhead



/ Appointment cards



/ Tote bags



/ Supplement bottles

/ Old bottle
/ New bottle




/ Supplement pouches



/ Dispensary bag
/ Remedy labels







Website


Carrying the visual identity across into the digital space, we put emphasis on concise copy, easy search, and a fluid user experience. 







The website acts as more than just a brand builder and contact hub. Customers can book appointments, refill prescriptions, and read industry-leading articles about alternative health.  













/ Dynamic search









End.