Work
Brand Definition + Design
Despite its global scale as one of the world’s top 5 mobile game publishers, Aristocrat Digital - a B2B brand - was not a well-known brand in the industry, which left them at a huge disadvantage as they looked to attract top talent, new investment from equity markets and grow their collection of gaming studios.
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Through my strategic design process, we dug deep into the brand to uncover untapped areas of opportunity and developed those into unique brand prototypes. With learning from targeted consumer research, we created a new name, a new identity and a new design system that unlocked the excellence, collaboration and playfulness of the brand in a bold and unexpected way.
This was further amplified with a new, infinitely customizable logo meant to embody the uniqueness of the brand, its talent, its partners and its games.
Speculative Design Webinar
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In a post-Covid world, people don’t want to touch, and they don’t want to be in crowds, but they still want to be able to shop. What is a retailer to do?
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Using the practice of Speculative Design, I explored three new post-COIVD realities, and imagined a range of probable, plausible and possible futures of a transformed retail landscape.
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The output was a webinar that was presented first to a Canadian audience, and then adapted for a global audience, and presented as a part of Ogilvy's "Conversations that Matter" series.
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Customer Experience Design
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In 2020, Tangerine decided they wanted to become the most customer centric bank in the world.
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Working with my internal team, along with their CEO, CMO and CCO, I lead a project that attempted to redefine the bank, and lead us towards their goal.
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Beginning with brand definition, we developed multiple prototypes that were tested with consumers and then refined into a finish area: People Before Bank. This area was then brought to life through both creative and design proof of concepts that touched every aspect of the brand's customer journey.
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The first work launched in November 2021.
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Thought Leadership
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What's the difference between information and insight? It's one of those questions that seems obvious until you really think about it. And with so much information masquerading as insight in the world of marketing, it's little wonder so many are confused.
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In this thought leadership piece for john st., I used the plot of Finding Nemo as the foundation for a 90-minute interactive session that explored the difference between information and insight, shared my approach to creating better insights and got the whole agency working together to create their own.
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It brought together four of my great loves: storytelling, presenting, coaching and PIXAR.