• 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