Project: Update the visual identity and marketing materials for the non-profit organization, NBIS (Nanaimo Brain Injury Society).
Problem: The organization wants to expand their service-reach and gain more sponsorship partners, but felt that their brand was not where they wanted it to be to achieve that goal.
Solution: Update their existing identity to create a modern, professional brand that they can carry forward into their new strategies.
Outcome: Since the organization has been in operation for over 25 years, the updated version of their previous identity was the best solution. The icon was highly-recognized by their clients and community. The new brand is currently being used in all printed collateral.
Project: Create a visual identity, print collateral, and an online poster series for a start-up, e-commerce website.
Problem: The client wanted an identity that wasn't specific to the city they started up in. They wanted an identity that would resonate with the community, no matter where it was.
Solution: Utilize the sun as the identity. The sun gives life to every living thing, and connects each and every organism on Earth to one another.
Outcome: The identity is currently being used on all print and web platforms, with the company's growth holding strong.
Case study: Uptown's Upgrade
This case study was my final thesis project for my Bachelor's Degree. My goal was to take a multi-disciplinary approach to solve something in the real world that bothered me.
Uptown Center in downtown Victoria, British Columbia is a large outdoor mall compound that is still in its infancy in growth and development. Due to the center’s rather quick construction, Uptown has created issues for itself involving traffic congestion and pedestrian safety. The mall lacks any form of consistency in its identity and way finding system.
In re-evaluating and designing elements for Uptown, the main considerations need to revolve around consistency, clarity, and ease-of-use. The design solutions need to cater to the audience needs in a way that eliminates the struggle to develop a sense of place and understanding of the environment.
Project: Create a cohesive, easy-to-use system that enhances the audiences' shopping experience. The project was broken up into three sections: navigation, safety, and community.
Problem: The current perceptions from the residents and visitors of Victoria is that the underground parking system is quite difficult to navigate, and the main access points to get in and out are hindered by traffic congestion. Uptown lacks accessibility, which deters people from attempting to drive there. As a whole, the audience is pleased with the stores and amenities that are offered, but they find it visually confusing. From feedback collected through verbal survey, the audience has their favourite stores, and frequents them, but doesn't stray away from them.
Solution - Navigation: No matter where you are, you know where you are.
Since Uptown is such a large outdoor environment, maps were an essential part of solving the problem. I developed a main directory for all shopping, as well as an underground parking map. The mall complex is made up of a bunch of separate buildings that come together to mimic a small city core. I colour coded each building to create transparency across the board. The underground parking map is colour-coded to signal which buildings you are underneath. The maps were hand drawn using personal reference photos, and designed in layers to transfer seamlessly to the mobile app.
Because the compound has a lot of surface area, I utilized shapes Uptown Centre currently had to create signage that would go in each specific shopping level. The signage works for pedestrians and drivers alike. The place making signage is meant to work together with the main directory map. Once you use the map to get to the area you want, the signage will direct you to the vendor you're looking for. Since Uptown Centre is still growing, this strategy can grow easily with the mall as they build new levels.
Solution - Safety: Control and change the flow of traffic via a round about and traffic re-direction.
The main entrance to the underground parking is overly-congested during peak business hours. The entrance (Oak Street ramp) is one long road that breaks up into two entrance/exits into the underground, and one side road to reach the above ground parking. During peak hours, city traffic controllers are present to direct traffic because the congestion gets so bad.
To combat this issue, there's a two-part process. 1) Add a traffic circle by the first entrance/exit to keep traffic continuously flowing to prevent backup. 2) Turn bus lane at intersection into right-hand merge lane for traffic leaving Oak Street ramp.
The traffic circle will remove the need for traffic control personnel, and increase safety by maintaining the flow of traffic, and forcing drivers to slow down and take turns.
Turning the bus lane into a right-hand turn merge lane is something I have proposed for Uptown's third instalment. Uptown is planning to create a bus exchange on the opposite side of the complex, which means that the bus stop will be relocated, leaving an open lane. Instead of removing the lane completely, my solution is to convert it into a merge lane to ease congestion and keep traffic flowing smoothly.
Solution - Community: Bring vendors together to increase overall profits and get shoppers to interact with Uptown on a daily basis by developing a mobile app.
The mobile app is a key component to bring together the vendors and shoppers in Uptown. The concept for the app was inspired by a program that Uptown offers through H&M called "personal shopping room." The service offers a head stylist that will give you a complete fashion and beauty overhaul for any occasion.
The app utilizes the expertise of the head stylist to create a “pick of the day.” They would select an item of clothing and style it in a variety of ways, using product from all of the partcipating vendors. This method creates a connection between the vendors, and promotes the stores to increase sales and profit over time.
Outcome: The project was pitched to a team of businesspeople from Nanaimo, and well-received. There is interest in making the mobile app concept come to life, and I am interested in making that happen with the right client and the right team.
Pelican Bay LTD.
Project: To redesign a product to create more sustainable, eco-friendly packaging.
Problem: The original packaging used a large tin with a sticker wrap on it for its baking range. The product inside took up 1/5 of that space. The company is family-run, and the original packaging didn't reflect that well.
Solution: Make new packaging using all re-useable or recyclable materials. Hand-made bags which fit the product proportionately, created to look like a little homemade gift.
Outcome: Create packaging that enhances the home-y family feeling by the design of the packaging. Reduce waste by creating a reusable bag, and allowing each piece to be recycled.
Project: To re-imagine Vancouver Island University's way finding system in teams of 5 or 6. My portion was 1/6 of the project, consisting of the map.
Problem: Campus map was outdated and confusing. The map was missing high-traffic pathways and gardens that are present on campus.
Solution: Design a new, modern map that complimented the team's solutions. Include all pathways, gardens, and access points.
Outcome: Create a map that functioned in print and in an interactive mobile app that my teammate created. The map uses a colour palette that puts each level into its respective fields of study.