Completed Corporate ID Logo + Stationary

From the rough sketches emerged this completed project. The company’s product is a reusable and collapsible water bottle targeted to active individuals, but also anyone who would need hydration on the go.

The votes were in and they lead me to design the below logo. I used blues to represent water and hydration. The curves of the typeface and the shape of the image also suggest fluidity.


The darkest blue was turned into a spot colour and used throughout the stationary. I wanted to create unity between the pieces and by replicating the layers and colours of the image I think I achieved that unity.

I chose to use Function for the main typeface since it’s a friendly and legible one. For the letterhead—because it contains more text and is usually used in a more business environment—I used the typeface Garamond Pro.

Business card design



Envelope design



Letterhead design


Folder design



Here Be Dragons

For our web homework we were required to add videos to our site and our theme was dragons! Yesssss.

The video was added in html and then a JQuery script was added to fit the video within columns. The site is also mobile responsive, done through CSS @media. The placeholder text is DnD.

Here’s my page and the link for it:


Corporate Identity: Hydra Logo

The product

Hydra sells reusable, collapsible water bottles.

Target market

The owners’ background are in outdoor sports, so it’s no surprise that’s where the target market is initially aimed at: active outdoorsy types who rely on hydration. However, the products are also available for anyone with an environmentally conscious mind. There’s also a kids series featuring children friendly designs.

Benefits of the product

The water bottle is collapsible, which is a great feature for anyone on the go. As well, by using a reusable water bottle the consumer is helping eliminate waste since plastic water bottles have a negative environmental impact.

Creative considerations

How to successfully include a water element and incorporate that this is environmentally friendly product.

Five words to describe the logo

Eco-friendly, hydration, active, modern, and approachable

Logo design

I’m trying to incorporate the water element into the design. The “hydra” logos (designs 1—4) would be drawn as extended water droplets. I haven’t decided on the exact font, but it will most likely be all lowercase and sans serif. Click on the image for a closer look.

GSI Outdoors, Eco-Highway, and MEC are three competitors. The logos vary in design, mostly since other companies specialize in other products than water bottles.

I was playing around with Option 8, but the overall design style will include three droplets within the logo. Leave a comment for further input!

hydra-logo-01 hydra-logo-02 hydra-logo-03

Feature image source:

Mobile Responsive Site

For our web development class we were tasked to create a responsive site for both desktop and mobile on the theme of tea or coffee. I chose to do mine on tea.

First, I sourced images from stock images. Then I drew out a few sketches for each page so I could figure out how to resize the images to the appropriate size for each column. The logos for Facebook, Instagram, and Twitter are available for free for web use from the company sites. (I’ll probably resize these logos at a later date.) I got my lorem impsum from here. Both heading and main text fonts are from Google. The background is a pattern that repeats, so the file size is nice and small. The other images were reduced in image and file size in Photoshop.

For mobile screens, I hid most of the images because they only served an aesthetic purpose.


Full site link:

Ad Campaign

I did my ad campaign for Foodland Ontario, which is a provincial organization that aims to bring awareness to Ontario grown food while supporting local farmers and businesses.

The target audience is essentially anyone who buys groceries in Ontario, those interested in tasty food, and those interested in incorporating fresh food in their meals. The main reader audience for Food and Drink, my chosen magazine, is middle class women in their 40s.

Food and Drink is a seasonally published magazine available in LCBO stores for FREE.


I took my inspiration from other food ad designs and decided on a minimal approach. I looked at ads on Pinterest and created a board to collect ideas. My board can be viewed here. Then I started to sketch my ideas out on paper. I started with smaller thumbnails, playing with design and mixed imagery.



I wanted to create a balance between the food and the recipes within the ad. The more I tried to incorporate the recipes, the more I realized I was moving further away from the message of Foodland Ontario and complicating the design. The design was supposed to feature three seasonal recipes underneath the fruit/vegetable.



Final Product

All three ads are identical in layout. The colour theme changes based on seasonal colours: summer, autumn, and winter. As well, the featured fruit also change to highlight what’s available: apricots in summer, squashes in autumn, and apples in winter.


The true focal point of the ads are the food, which are the largest and most central item on the page, moving the viewer’s eye first to that area then to the rest of the page based on hierarchy. The type reflects an organic design. Something fun and inviting for the logo while the tagline’s typeface isn’t too serious or silly.


Overall, the design is minimalist in order to focus the attention on Foodland’s mission to bring awareness to Ontario’s seasonally grown food. The colours and images catch the viewer’s eye, while the text provides further information on the campaign.



My campaign would be successful because it draws the reader’s eye through the use of colour and imagery, and makes them stop to think about seasonally available foods. If you’ve ever eaten a tomato, or an orange, or a strawberry out of its season you know how disappointing the taste can be. However, taste isn’t the only factor involved. By choosing to buy local we as buyers are supporting local businesses, ensuring these places can continue to thrive and provide us with locally farmed food.

Vector Portrait

Whelp, here is my final portrait! This was the most challenging project so far since I’m not used to Illustrator (and I’m starting to suspect the app enjoys tormenting me with random glitches and crashes). ANYWAY, even though this was challenging I found I learned a lot from doing the project.

I now have a better understanding of the pen tool, which is quite great when you figure out how it works. I also know more about layers and how far basic shapes can go in an illustration. Even though I was frustrated at times, I hope to come back to Illustrator on my own time and pick up drawing again.

Here’s the final version of my portrait.


For my colour harmony I chose to do something that looks strange. I’m a huge fan of the horror and fantasy genres, so this particular colour choice reminded me of a monster/zombie series of portraits—which would be totally awesome as a concept! The pink eyes and blue lips really give the portrait a creepy effect. Love it! Unfortunately, I couldn’t change the pattern on my shirt because of the pattern swatch giving me issues. Maybe one day I’ll figure out what went wrong with it…


Colour Correction


Here’s the original image that I started working with. I was able to experience the Disney princess life by feeding seeds to chickadees out of my hand, and in return, they let me take pictures of them.


Colour Corrected

In order to correct the colour of the image, I used a combination of three Photoshop tools:

  • levels
  • curves
  • vibrance

As you can tell, the chickadee’s colours didn’t change too much, but the tree branches exposed a nice green lichen after colour correction.


Black and White

And here’s the black and white version of the image. I used the Adjustments Black and White tool with the scrubber to adjust areas of the image.


And here’s the link to the html version:

Typeface Event Poster

I chose to do the poster for WordCamp in Toronto. It’s a WordPress event. I wanted a minimalist approach to the poster, mostly because there’s not too much to go off for the event in terms of images. I also really liked the swatch colours that appear in the poster. They’re bright and attention grabbing.

The designs for WordCamp over the years have been quite different from  year to year. This gave me a little free range to design something different but not too different from what people were expecting. The 2014 website is here and the 2015 one is here for comparison.

For the logo, I chose contrasting typefaces. I liked the sans serif in the logo, so I looked up sans serif fonts for the body text. I found the body typefaces on Behance. I really liked what the designer did with their presentation and decided it’d go really well with what I was trying to achieve with the poster. Big John and Slim Joe typefaces are available for free here.

Originally, I had the WordPress logo in the middle section, but the poster looked a little too plain. I traced out the Toronto skyline to add some detail  but also keeping to the minimalist design.


Cafe Brochure

My brochure is for a cat cafe. Since cat cafes are fun and inviting I tried to get that across in my design through colours, typefaces, and images. I applied paragraph, character, and object styles to streamline the layout process.

The cat silhouette and paw were drawn in Illustrator. I decided to include the cat paw to create a cat-themed unity throughout the brochure. The heading font is a script for the “fun” element of the design and the serif font was chosen for readability in print.

I sourced more cat photos since those are ultimately what brings people to a cat cafe. The cuter the better!

Overall, I kept the design simple and minimal.