• Branding: Care and Beyond Pharmacy

    Care & Beyond Pharmacy is a new pharmacy that is opening in Leduc this year. When I was approached regarding the branding, Terry and Taher (owners of Care & Beyond) really wanted the brand to emphasize that connection to their patients. Their top priority is providing a more hands on experience for those that come to them, building relationships and getting to know their patients in order to serve them better.


    When coming up with my initial concepts and sketching, I really wanted to focus in on icons that would build that sense of interaction and service to their patients. Building in symbology that reflected the ideas of what Care & Beyond Pharmacy is all about. Strong long term relationships where people feel comfortable asking questions and their pharmacists knows them.

    initial concepts:

    With my initial concepts, I played with a variety of ideas that focused on a positive energy, a connection to people, and a connection to the caring environment that Care & Beyond was creating. 

    colour concepts:

    The design the was selected was such a great idea with layered metaphors. It builds that strong medical base tone by using overall shape of a cross, but then twists it by making each section a person, with arms extended overhead, building that patient connection within the design. It gives that idea of a community working together to create something bigger than each of the individual pieces, creating a really dynamic, interesting and memorable icon. 

    Keep your eyes open if you are in Leduc for the opening of this pharmacy. 

  • Branding: Secret Ingredient Event Management

    Abby Oleksy was starting her own event planning business and needed brand to get her started. When we discussed her brand, she really wanted something that felt like her, bubbly, happy and memorable. She also wanted it to have a timeless, fun and fresh tone, something that would appeal to brides looking for someone to plan their wedding, but also professional for companies looking for someone to plan their next big event. The name of "Secret Ingredient" lent itself to so many ideas.


    In my starting sketches, I wanted to play with the idea of a secret, something that you want to keep safe and secure. The notion that Abby would be giving people a sense of security on these big days that she was planning for them. I also wanted to play with a sense of whimsy and surprise, a light hearted tone that made her logo feel really special. 

    initial concepts:

    In the initial designs, I played with the icon of a key as that keeper of the secret. Allowing people to unlock possibilities and potential for their events. I also played with scripts and confetti, which both feel lively and fun while also still maintaining the professional tone. I wanted to be sure that all the concepts fit Abby's personality but also made people take her seriously as an event manager, someone they could trust.

    colour concepts:

    The selected concept was the confetti design, which was my favourite right from the beginning. It was the perfect fit for Abby personally and professional. The light airy confetti of varying sizes is grounded by professional, easy to read type, giving this design that perfect mix that will appeal to a wide range of clientele.

  • Branding: Killick Leadership Group

    I was recently approached by Cathy Goulet from Killick Leadership Group to take a look at her branding. She already had an existing logo but was looking for a new design that better reflected her company. Killick Leadership Group specializes in strategic planning, group facilitation, community engagement consulting, leadership development and coaching services.  They focus on creating simple elegant solutions for their clients, with a focus on a value and solution driven ideas.

    The killick in her name (which is a type of anchor) was important to keep in the design, as it is a strong centre point of her brand and has even commissioned a craftsperson to make her killicks to give to clients at the end of projects.


    In the sketches, I was very focussed on how I could visually reinterpret the killick as an icon, and make it more modern and clean. The previous logo was a sketched, true to life version of a killick, but I wanted to create something a bit more abstract but maintaining the overall shapes of a killick.

    initial concepts:

    In the initial designs,  I played with various type solutions as well as layouts that fit with the icons I created. I tried to show a range of geometric icons and more flowy icons to give a good range and variety in the solutions. 

    colour concepts:

    Cathy immediately knew that the facet style design was the perfect design for her. It was light and airy and captured all that she was hoping to say in the new design. For colour, she really wanted to try out water tones, which made perfect sense with the icon and her roots in the maritimes. I presented several options that used blues and greens, as well as a chartreuse option, just to give something different. She selected the the teal and grey combination and we were done and ready to move on to the business card. 

    Find Killick Leadership Group online at

  • Branding: Alternate Route Coffee Co.

    Every now and then a branding project comes along that I am just so, so excited to be a part of, I just have to restrain myself from sounding too excited. I have always had a soft spot in my heart for coffee, it is a great love for my whole family (I am pretty sure my dad is 90% coffee). When I met with Ian Wahl, he explained how coffee roasting was a true passion for him. His company was going to be focused on roasting in small batches to ensure love goes into every bean and that quality and freshness are maintained.


    Ian had a general tone in mind for his design. He wanted to create something that had a hippy sort of feel, think of those surfers in camper vans travelling along the coast catching the next big wave. He wanted something that had an organic energy felt hip, but not too trendy. He wanted a laid back feel that captured the idea of self fullfillment.  

    initial concepts:

    In the initial designs,  I wanted the wanderer vibe to be right up front. I loved the visual of a camper van to explain that overall tone but I also wanted to explore some new ideas, like a hot air balloon or mountain trail. Travelling and exploring were top of mind. 

    revised concepts:

    Completely torn between two concepts (the hot air balloon and the mountain explorer)  Ian asked what I thought. I loved both concepts so much, but the mountain design just really felt like it captured everything he had communicated in our consultation. I had to trust my gut and it turned out he felt the same way. 

    We explored colour, but Ian was really drawn to the high contrast of black and grey, with a little pop of a mustard yellow. That was it, logo complete. 

    Find Alternate Route Coffee Co on facebook and instagram

  • Branding: The Map to Health

    Monika Poon is the mind and passion behind The Map to Health, a holistic lifestyle blog with a focus on nutrition, fitness, wellness and beauty. Monika had followed me for a quite a while on social media, and had in the back of her mind that she wanted rebrand her site. 


    When we met, Monika mentioned she wanted to created somethign that was feminine and youthful, something that spoke of quality. We wanted it to be clean, youthful, floral and organic in tone to match the direction of her blog.  

    initial concepts:

    I wanted to explore the idea of guidance as a visual metaphor for The Map to Health. The idea that she will guide people to solutions for a healthy lifestyle made ideas like constellations and compasses a perfect solution. I also wanted to explore the idea of a terrarium, which is a complete environment that doesn't require anything outside to thrive, and organic forms like leaves and branches. 

    revised concepts:

    Monika was really drawn to quite a few concepts, and wanted to explore them further. The compass design and the lunar feel of the constellations drew us to a more literal revised concept. This design became a combination of a few of the above concepts, merging the lunar cycles and the compass into one design. 

    The final design captured everything that Monika had wanted. It is strong and packs a visual punch with lots of built in visual metaphors. 

    Find The Map to Health at: website  | facebook  |  instagram   

  • Branding: April MacKillins Photography

    April Killins is an Edmonton based photographer who specializes in capturing the candid moments of life and love. Through her photography, April also loves to capture her connection to nature. When I met April, she was looking to redesign her logo to be something that felt more in keeping with her photography style.


    I wanted to explore beautiful symbols of nature through my sketches, focusing on building in a connection to photography. 

    initial concepts:

    The initial designs made use of a variety of nature icons to create strong visual icons that would successfully connect to the idea of capturing a moment in time, so similar the photography and candid moments April likes to capture in her photograhy. 

    revised concepts:

    April connected right away with the forest in the crop marks concept, loving the photo style corners and the idea of capturing a piece of something so large. She asked to see some other options for trees, playing with tree designs that were more organic, more closely connecting with the fluidity of her work. With trees selected, we tweaked the type just slightly, and this logo was finished! We created an option of this logo design that had a gold foil fill as well as a secondary version that focused on her videography work.  

    I have had the great pleasure of working with April on shooting my design work so that I have beautiful images to share with the world and she has been a complete professional and I couldn't be happier with my images.

    Find April MacKillins Photography at: website  | facebook  |  instagram   

  • Branding: Bayloch Homes

    Bayloch Homes is an artisan home builder and renovation specialist in Calgary, Alberta. Bayloch connected with me after they saw the branding that I completed for Bluefish Projects in Calgary. They loved the personality and custom tone of the design and wanted something like that for himself.  


    The name of Bayloch Homes comes from a number of factors, but a huge influence in the name of the company was the connection to water for the founders, who are all of Scottish descent. With that said, I knew I had to include some sort of water influence in the logo design. 

    initial concepts:

    The intial concepts incorporated the water element, but played with linear lines, connecting to the structure and angles of construction. 


    James and Brendan of Bayloch connected right away with the selected concept. It's mix of flowing and linear lines made it the perfect design for their business. They asked to see some colour options with the design inverted so it was more solid. I love when clients have great ideas, and this was definitely one of them. The inverted design won my heart immediately and the grey and aqua palette sealed the deal for Bayloch Homes. 

    You can find Bayloch Homes online and in Calgary creating gorgeous custom homes for all of their clients. Their superb high end finishes and custom details make their homes stand above the rest. 

  • Branding: La Boule Patisserie Bakery

    La Boule Patisserie + Bakery is the newest addition to the Edmonton bakery scene. It is also right in the Whyte Avenue area, within walking distance from my home (this could be a problem).

    I met with owner and pastry chef Jennifer Stang to discuss her branding and she mentioned wanting something clean, modern, with a slightly masculine and industrial feel. She provided a Pinterest board of the overall tone and feel she was hoping to capture in her space. Pinterest boards are one of my favorite client resources, as it allows me to regularly check in and ensure the logos I am creating feel in keeping with the rest of the brand vision. 


    Boule in french means ball, and is a type of bread (think cream puff). I wanted to explore the round shape within my designs, but I also didn't want to feel limited by that visual. A bakery naturally has so many visuals that lend themselves to it, but I wanted to try and steer clear of cliches and create something fresh, that would really capture the tone of her space. 

    initial concepts:

    The intial concepts I created were inspired by the industrial feel she was creating within her space (the top two concepts) but also playing with more traditional visuals (the rolling pin and melting chocolate in the bottom two concepts). 

    revised concepts:

    Jennifer was drawn to the top two more geometric and type based designs, but wanted to explore fonts for the second concept, and play with the E on the first concept. She loved the stenciled style, but wanted to try fonts that had a bit more of an art deco flair to them. I showed the two concepts revised, and the first concept was it. 

    Jennifer had always planned that the brand would be sticking with black and white, with maybe some silver infused, but once we got underway on the exterior signage, copper became part of the brand palette. I was so excited as it is such a perfect fit for her brand and adds life to the logo. 

    I have worked with Jennifer to create a monogram for La Boule that is featured on tiny chocolate buttons on all their tarts, as well as their business cards and the big one, their new website! We are just putting the finishing touches on the website, but I can't wait to share it with everyone. 

    La Boule Patisserie + Bakery opens today, December 6, and is located at 8020 - 101 Street, Edmonton.

    Check them out: online  |  facebook  |  instagram

  • Branding: Instinct Construction

    Instinct Construction is a local builder and developer, who specializes in residential building and renovations and is also looking to branch into commercial development. Brad and Catherine Litwin came to me looking for a brand for their company that would help them grow and really stand apart. They wanted something that was modern, simple and clean. The one idea they had was a lightbulb somehow being incorporated, but they want to fully explore ideas. 


    With the name Instinct Construction, I began exploring the idea of instinct. What animals have the natural instinct to build? I began exploring ideas using birds, beavers, bees among others. I also explored the light bulb concept, as it was something that was specifically mentioned. The notion of an idea taking form was what they wanted to communicate, since much of what Brad does is so unique because he has the ability to visualize and see the potential in what he has to work with. The light bulb was a great visual for this, but I also sketched plants and leaves, focusing on the metaphor of growth. 

    initial concepts:

    The initial concepts explored all that was mentioned above, using geometric shapes to capture the tone of building and architecture, but also exploring ideas like honeycombs, rooftops, and nests. I gent the supporting type linear and clean.

    colour concepts:

    Brad and Catherine immediately loved the lightbulb concept. It made such a strong impression and had such a great icon to it that they decided to go with it. We explored colour, with celery green and grey in the back of my mind as colours they had mentioned they really like. After seeing colour options, they completely surprised me by selecting a yellow-orange and grey concept. I loved this option and was so excited they decided this was the right fit for them. 

  • Branding: Zolmer Design Co.

    I recently completed a logo design for Zolmer Design + Co, an interior designer based out of the Spruce Grove. Carly had previously hired a designer to do her logo, but after seeing initial concepts, she just didn't love any of the concepts and decided it was time to hire someone new to give it a whirl. She had ideas in mind, but wanted me to go through my natural process of design. She was looking for something traditional, with clean lines and a vintage flair. She had a circular shape, possibly a woodcut style in mind, but was open to anything at this point. 


    Because she wanted to see something circular, I decided to explore a monogram style design. I also wanted to play with fully type based logos, using fonts that had crisp lines to them. 

    initial concepts:

    For the initial concepts, I showed a variety of designs, that all were in keeping with that traditional design with a little bit of punch and flair. All the design were presented in black and white, as Carly knew she wanted to keep her logo minimal with colour, and let the design speak for itself. Carly really loved concept 2 (the 100% type concept) and concept 4 (with the handwritten style font). After some deliberating, she decided that the type based concept best fit her personal aesthetic and would take her brand in the direction she wanted to go. 

    With a minor type revision on the font used on ZOLMER, we were good to go. The logo for Zolmer Design + Co was a very seamless easy process, with Carly a delight to work with. 

    Zolmer Design + Co can be found online and on Instagram