• 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: 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