An accomplished creative professional with over 15 years of experience, I’ve had the privilege of collaborating with a diverse array of global brands, including Electronic Arts, Ace Hotel, Jaguar, Land Rover, and Aston Martin, among others. From multinational corporations to small and medium-sized enterprises, I’ve applied my expertise in branding, design, art direction, strategy, UX, and UI to drive impactful outcomes. During my tenure freelancing with Wallop, I had the opportunity to present and communicate directly with leaders from international hotel groups. This experience not only honed my ability to articulate and showcase creative work effectively but also allowed me to foster lasting relationships that I continue to leverage today. In my current role as Creative Director, I lead a dedicated team in crafting compelling brand narratives that resonate deeply with audiences. Beyond just delivering exceptional design solutions, I prioritize building strong client relationships and ensuring that our work exceeds expectations at every turn. With a passion for both the creative process and the interpersonal connections that drive success, I am committed to elevating brands and delivering unparalleled value to clients.…An accomplished creative professional with over 15 years of experience, I’ve had the privilege of collaborating with a diverse array of global brands, including Electronic Arts, Ace Hotel, Jaguar, Land Rover, and Aston Martin, among others. From multinational corporations to small and medium-sized enterprises, I’ve applied my expertise in branding, design, art direction, strategy, UX, and UI to drive impactful outcomes. During my tenure freelancing with Wallop, I had the opportunity to present and communicate directly with leaders from international hotel groups. This experience not only honed my ability to articulate and showcase creative work effectively but also allowed me to foster lasting relationships that I continue to leverage today. In my current role as Creative Director, I lead a dedicated team in crafting compelling brand narratives that resonate deeply with audiences. Beyond just delivering exceptional design solutions, I prioritize building strong client relationships and ensuring that our work exceeds expectations at every turn. With a passion for both the creative process and the interpersonal connections that drive success, I am committed to elevating brands and delivering unparalleled value to clients.WWW…
An accomplished creative professional with over 15 years of experience, I’ve had the privilege of collaborating with a diverse array of global brands, including Electronic Arts, Ace Hotel, Jaguar, Land Rover, and Aston Martin, among others. From multinational corporations to small and medium-sized enterprises, I’ve applied my expertise in branding, design, art direction, strategy, UX, and UI to drive impactful outcomes. During my tenure freelancing with Wallop, I had the opportunity to present and communicate directly with leaders from international hotel groups. This experience not only honed my ability to articulate and showcase creative work effectively but also allowed me to foster lasting relationships that I continue to leverage today. In my current role as Creative Director, I lead a dedicated team in crafting compelling brand narratives that resonate deeply with audiences. Beyond just delivering exceptional design solutions, I prioritize building strong client relationships and ensuring that our work exceeds expectations at every turn. With a passion for both the creative process and the interpersonal connections that drive success, I am committed to elevating brands and delivering unparalleled value to clients.…An accomplished creative professional with over 15 years of experience, I’ve had the privilege of collaborating with a diverse array of global brands, including Electronic Arts, Ace Hotel, Jaguar, Land Rover, and Aston Martin, among others. From multinational corporations to small and medium-sized enterprises, I’ve applied my expertise in branding, design, art direction, strategy, UX, and UI to drive impactful outcomes. During my tenure freelancing with Wallop, I had the opportunity to present and communicate directly with leaders from international hotel groups. This experience not only honed my ability to articulate and showcase creative work effectively but also allowed me to foster lasting relationships that I continue to leverage today. In my current role as Creative Director, I lead a dedicated team in crafting compelling brand narratives that resonate deeply with audiences. Beyond just delivering exceptional design solutions, I prioritize building strong client relationships and ensuring that our work exceeds expectations at every turn. With a passion for both the creative process and the interpersonal connections that drive success, I am committed to elevating brands and delivering unparalleled value to clients.WWWW…
Available to hire
An accomplished creative professional with over 15 years of experience, I’ve had the privilege of collaborating with a diverse array of global brands, including Electronic Arts, Ace Hotel, Jaguar, Land Rover, and Aston Martin, among others. From multinational corporations to small and medium-sized enterprises, I’ve applied my expertise in branding, design, art direction, strategy, UX, and UI to drive impactful outcomes.
During my tenure freelancing with Wallop, I had the opportunity to present and communicate directly with leaders from international hotel groups. This experience not only honed my ability to articulate and showcase creative work effectively but also allowed me to foster lasting relationships that I continue to leverage today.
In my current role as Creative Director, I lead a dedicated team in crafting compelling brand narratives that resonate deeply with audiences. Beyond just delivering exceptional design solutions, I prioritize building strong client relationships and ensuring that our work exceeds expectations at every turn.
With a passion for both the creative process and the interpersonal connections that drive success, I am committed to elevating brands and delivering unparalleled value to clients.
Skills
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Experience Level
Flyer
Expert
Web Design
Expert
UI
Expert
T-shirt Design
Expert
Squarespace
Expert
Product Design
Expert
Presentation Design
Expert
Poster
Expert
Postcard
Expert
Pitch Deck
Expert
Magazine
Expert
Logo
Expert
Letterhead
Expert
Adobe Illustrator
Expert
Figma
Expert
Email Design
Expert
Copywriting
Expert
Catalogue
Expert
Business Card
Expert
Brochure
Expert
Branding
Expert
Book Cover
Expert
App Design
Expert
Advert Design
Expert
Adobe XD
Expert
Adobe Photoshop
Expert
Adobe InDesign
Expert
Greetings Card
Expert
Infographic
Expert
CSS
Intermediate
Language
English
Fluent
Panjabi, Punjabi
Advanced
Education
BA (Hons) Graphic Design at University of Wales, Newport
June 1, 2006Qualifications
Graphis Advertising Platinum Award
January 1, 2016Awarded for AmericanEHR's Health Alerts smartphone app print campaign "Infections can be deadly".
Lotus Award Gold Unique Design
November 1, 2015Awarded for American Beauty exhibition catalogue.
Best Ads on TV Best Print Ad
September 1, 2015Awarded for AmericanEHR's Health Alerts smartphone app print ad "Infections can be deadly - Grenade".
Best Ambient Single Best Ambient Single
March 1, 2012Awarded for non traditional execution for City of Vancouver's road safety campaign "People Are Fragile".
Design Edge Merit Ambient Campaign
March 1, 2012Awarded for non traditional execution for City of Vancouver's road safety campaign "People Are Fragile".
ADDC Merit Ambient Campaign
July 1, 2011Awarded for Seicoat anti-grafitti campaign.
Applied Arts Best Ambient Campaign
June 1, 2011Awarded for Seicoat anti-grafitti campaign.
Industry Experience
Agriculture & Mining, Computers & Electronics, Consumer Goods, Education, Energy & Utilities, Financial Services, Government, Healthcare, Non-Profit Organization, Professional Services, Real Estate & Construction, Retail, Software & Internet, Travel & Hospitality
T.M. Crest Homes Rebrand
Since 2014, our collaboration with T.M. Crest Homes has been enriching, especially as they embarked on multi-family development ventures. Anticipating the commencement of a groundbreaking project in Abbotsford, we mutually recognized the need for a rebrand that reflects their established strengths and renowned quality. STUDEO spearheaded a comprehensive brand transformation, culminating in what we’ve dubbed a “Master” website—a centralized hub housing all developer and project information, eliminating the need for separate microsites.
The new brand identity is embodied in an abstract representation of T and M, structured like architectural pillars, symbolizing solidity and innovation. To fortify this identity, we developed detailed brand guidelines, simplifying the color palette and typography, ensuring consistency across all touchpoints. We also allowed for flexibility in project marketing, enabling complementary colours where black or white may not suffice.
The centrepiece of this rebrand is the “Master” Website, meticulously crafted on WordPress, featuring custom modules tailored to the project’s unique requirements. While each page maintains a consistent aesthetic, reflecting the geometric design of the new brand, project pages retain individuality to mirror the distinct character of each development. These pages offer advanced features, including a floorplan viewing tool, customizable map generator, and lead generation form, enhancing user engagement and interaction.
This rebrand marks a significant milestone for T.M. Crest Homes, propelling them to the forefront of reputable developers in the Lower Mainland and Fraser Valley. Beyond streamlining marketing efforts, the website serves as a cornerstone for future project branding, fostering visual cohesion and recognition. Its pivotal role is exemplified in the upcoming Old Clayburn project in Abbotsford, comprising over 300 housing and commercial units—a testament to the organization’s commitment to enduring design and community development. We eagerly anticipate the journey ahead, guided by the ethos of “A design for life.”
pdf graphicdesigner…Since 2014, our collaboration with T.M. Crest Homes has been enriching, especially as they embarked on multi-family development ventures. Anticipating the commencement of a groundbreaking project in Abbotsford, we mutually recognized the need for a rebrand that reflects their established strengths and renowned quality. STUDEO spearheaded a comprehensive brand transformation, culminating in what we’ve dubbed a “Master” website—a centralized hub housing all developer and project information, eliminating the need for separate microsites.
The new brand identity is embodied in an abstract representation of T and M, structured like architectural pillars, symbolizing solidity and innovation. To fortify this identity, we developed detailed brand guidelines, simplifying the color palette and typography, ensuring consistency across all touchpoints. We also allowed for flexibility in project marketing, enabling complementary colours where black or white may not suffice.
The centrepiece of this rebrand is the “Master” Website, meticulously crafted on WordPress, featuring custom modules tailored to the project’s unique requirements. While each page maintains a consistent aesthetic, reflecting the geometric design of the new brand, project pages retain individuality to mirror the distinct character of each development. These pages offer advanced features, including a floorplan viewing tool, customizable map generator, and lead generation form, enhancing user engagement and interaction.
This rebrand marks a significant milestone for T.M. Crest Homes, propelling them to the forefront of reputable developers in the Lower Mainland and Fraser Valley. Beyond streamlining marketing efforts, the website serves as a cornerstone for future project branding, fostering visual cohesion and recognition. Its pivotal role is exemplified in the upcoming Old Clayburn project in Abbotsford, comprising over 300 housing and commercial units—a testament to the organization’s commitment to enduring design and community development. We eagerly anticipate the journey ahead, guided by the ethos of “A design for life.”
pdf graphicdesignerWW…
American Beauty Fine Art Coffee Table Book
In 2015 Hot Tomali hired STUDEO Design to art direct, design, and manage the production of an exhibition catalogue for Canadian photographer and good friend Philip Jarmain. The series, titled American Beauty, consists of large-scale architectural, military grade photographs of what was once known as the “Paris of the Midwest”. Jarmain has been documenting the increasingly rapid destruction of Detroitʼs early twentieth-century buildings since 2010. The launch of the exhibition received critical acclaim and the publication garnered awards. Marketing collateral including exhibition posters and website were also developed. In late 2013 Jarmain reached out to us to create a limited edition fine art hardcover book which would be released in time for the holidays.
STUDEO Design worked closely with Hemlock Printers (known for their high quality books and prints) to fine tune the specs of the new coffee table book. The resulting format was picked to showcase the images in all their glory. The finished book is 13.5” x 10.5”, 132 pages long and features 60 photographs accompanied by text revealing the history of each of these magnificent structures. The cover is case bound and wrapped in a black cloth, with the option of a wrapped slipcover. Both the cover and slipcover include a foil stamp of the American Beauty identity, creating a sublime tactile experience. The pages make use of generous amounts of white space to create tension and draw the viewer to the clean lines of content.
The logotype pays homage to the Detroit Tigers logo, originally created in the early 1900s and still in use in a more refined way today. This was paired with a robust/modern style typeface to reflect the industry of the region. The layout of the logo is developed in the style of plaques found on listed buildings in Detroit.
Why is this important? The city of Detroit had an unprecedented impact on the modern world. The architecture of Detroit in the early 1900s rivalled that of New York, Chicago, and Paris. Then came the Great Depression of the 1930s. Though Detroit would rise again, the era of opulence was over. In 2009 a recession hit like a second Great Depression, compounding the decline and ruin. Now the majority of these majestic pre-Depression buildings lie victim to scrappers, arson, and demolition.
graphicdesigner pdf…In 2015 Hot Tomali hired STUDEO Design to art direct, design, and manage the production of an exhibition catalogue for Canadian photographer and good friend Philip Jarmain. The series, titled American Beauty, consists of large-scale architectural, military grade photographs of what was once known as the “Paris of the Midwest”. Jarmain has been documenting the increasingly rapid destruction of Detroitʼs early twentieth-century buildings since 2010. The launch of the exhibition received critical acclaim and the publication garnered awards. Marketing collateral including exhibition posters and website were also developed. In late 2013 Jarmain reached out to us to create a limited edition fine art hardcover book which would be released in time for the holidays.
STUDEO Design worked closely with Hemlock Printers (known for their high quality books and prints) to fine tune the specs of the new coffee table book. The resulting format was picked to showcase the images in all their glory. The finished book is 13.5” x 10.5”, 132 pages long and features 60 photographs accompanied by text revealing the history of each of these magnificent structures. The cover is case bound and wrapped in a black cloth, with the option of a wrapped slipcover. Both the cover and slipcover include a foil stamp of the American Beauty identity, creating a sublime tactile experience. The pages make use of generous amounts of white space to create tension and draw the viewer to the clean lines of content.
The logotype pays homage to the Detroit Tigers logo, originally created in the early 1900s and still in use in a more refined way today. This was paired with a robust/modern style typeface to reflect the industry of the region. The layout of the logo is developed in the style of plaques found on listed buildings in Detroit.
Why is this important? The city of Detroit had an unprecedented impact on the modern world. The architecture of Detroit in the early 1900s rivalled that of New York, Chicago, and Paris. Then came the Great Depression of the 1930s. Though Detroit would rise again, the era of opulence was over. In 2009 a recession hit like a second Great Depression, compounding the decline and ruin. Now the majority of these majestic pre-Depression buildings lie victim to scrappers, arson, and demolition.
graphicdesigner pdfWW…
Silver Valley Metals Rebrand
Silver Valley Metals (SVM) is a brownfields (exploring land with historical reserves) exploration company run by Vancouver based Brandon Rook. STUDEO were approached at a time where younger investors were getting savvy with meme stocks, and more activity was appearing on community websites such as Reddit. Silver was looking to be the next commodity stock that a younger generation could get behind and with this in mind SVM wanted to rebrand in a way that visually speaks to them.
To kick things off we wanted to understand the essence of the brand by creating brand pillars and a brand story. From this process we understood SVM’s existence was a response to the global transition towards decarbonization and electrification. Silver has the highest electrical and thermal conductivity of all metals and is critical in the increase of electrical componentry required for EVs, solar panels and more. One of the brand pillars doubled as the tagline “The Pursuit For Discovery”. The existing branding was very corporate with a blue and white palette and a mountain shape reversed out of a rounded rectangle. We wanted to develop something with more energy and urgency. The resulting visual was a stylized “S” resembling the engravings on an auger used to drill into the ground. The primary logo is in shades of red, subconsciously creating the sense of urgency, while adding depth to the logo. Typography is set in Bio Sans for its industrial look whilst maintaining an approachable subtly rounded design making it easy to read in paragraphs. There was a lack of high quality imagery so there was a need for graphic devices, we opted to use topographical line patterns to create texture to be overlaid on block colour. Hero images used on the cover of reports and presentations were converted to deep black and white to let the brand colours sing. The website was stripped of low quality images and laid out in a clean informative way, using brand graphics and typography to portray information in a visually interesting way.
The rebrand was launched in time for a mining conference held in Vancouver and drew attention in an area that was congested with other mining operations.
graphicdesigner pdf…Silver Valley Metals (SVM) is a brownfields (exploring land with historical reserves) exploration company run by Vancouver based Brandon Rook. STUDEO were approached at a time where younger investors were getting savvy with meme stocks, and more activity was appearing on community websites such as Reddit. Silver was looking to be the next commodity stock that a younger generation could get behind and with this in mind SVM wanted to rebrand in a way that visually speaks to them.
To kick things off we wanted to understand the essence of the brand by creating brand pillars and a brand story. From this process we understood SVM’s existence was a response to the global transition towards decarbonization and electrification. Silver has the highest electrical and thermal conductivity of all metals and is critical in the increase of electrical componentry required for EVs, solar panels and more. One of the brand pillars doubled as the tagline “The Pursuit For Discovery”. The existing branding was very corporate with a blue and white palette and a mountain shape reversed out of a rounded rectangle. We wanted to develop something with more energy and urgency. The resulting visual was a stylized “S” resembling the engravings on an auger used to drill into the ground. The primary logo is in shades of red, subconsciously creating the sense of urgency, while adding depth to the logo. Typography is set in Bio Sans for its industrial look whilst maintaining an approachable subtly rounded design making it easy to read in paragraphs. There was a lack of high quality imagery so there was a need for graphic devices, we opted to use topographical line patterns to create texture to be overlaid on block colour. Hero images used on the cover of reports and presentations were converted to deep black and white to let the brand colours sing. The website was stripped of low quality images and laid out in a clean informative way, using brand graphics and typography to portray information in a visually interesting way.
The rebrand was launched in time for a mining conference held in Vancouver and drew attention in an area that was congested with other mining operations.
graphicdesigner pdfWW…
Canadian Soccer Association Rebrand Pitch
Canada’s monumental achievement at the 2022 World Cup in Qatar has made this nation swell with pride. The women’s team have been consistently performing at the highest level, and for the first time since 1986 the men’s team made it to the tournament. Never before has Canadian talent had exposure of this magnitude. In 2026, Canada will once again be on the international stage as a host nation. This is an ideal time to re-evaluate the brand and bring it more in line with what the country stands for today. On the world stage Soccer Canada’s brand doesn’t match up to these achievements or the brand marks of other countries. This proposal shows a possible direction that Canada could move towards.
The elements in the logo include:
The Maple Leaf: Our national symbol/flag.
Indigenous Art: Canada is a place where everyone belongs. A place where we are proud of your heritage. The country has taken important steps with the Truth and Reconciliation Commission, and we believe it is important to honour the Indigenous population. The logo features a graphic inspired by Coast Salish Artist Joe Wilson’s Orca print.
Crown/Fleur de Lis: A crown motif which takes visual cues from the Fleur De Lis for it’s upper parts. A symbolism of Canada’s bilingualism.
Year of Establishment: Recognising the long history Canada has with soccer.
Typography has also been carefully selected based on two factors; 1. the type must have been created by a Canadian Type Foundry and 2. should mirror Canada’s personality. Aqueo by Vancouver based R9 Type+Design has been chosen for it’s hard straight lines illustrating our grit and determination to go further than before, and it’s soft curves reflecting a friendly and tolerant country. The secondary font is Gibson; a hard working sans created by Canada Type. pitchdeck graphicdesigner pdf…Canada’s monumental achievement at the 2022 World Cup in Qatar has made this nation swell with pride. The women’s team have been consistently performing at the highest level, and for the first time since 1986 the men’s team made it to the tournament. Never before has Canadian talent had exposure of this magnitude. In 2026, Canada will once again be on the international stage as a host nation. This is an ideal time to re-evaluate the brand and bring it more in line with what the country stands for today. On the world stage Soccer Canada’s brand doesn’t match up to these achievements or the brand marks of other countries. This proposal shows a possible direction that Canada could move towards.
The elements in the logo include:
The Maple Leaf: Our national symbol/flag.
Indigenous Art: Canada is a place where everyone belongs. A place where we are proud of your heritage. The country has taken important steps with the Truth and Reconciliation Commission, and we believe it is important to honour the Indigenous population. The logo features a graphic inspired by Coast Salish Artist Joe Wilson’s Orca print.
Crown/Fleur de Lis: A crown motif which takes visual cues from the Fleur De Lis for it’s upper parts. A symbolism of Canada’s bilingualism.
Year of Establishment: Recognising the long history Canada has with soccer.
Typography has also been carefully selected based on two factors; 1. the type must have been created by a Canadian Type Foundry and 2. should mirror Canada’s personality. Aqueo by Vancouver based R9 Type+Design has been chosen for it’s hard straight lines illustrating our grit and determination to go further than before, and it’s soft curves reflecting a friendly and tolerant country. The secondary font is Gibson; a hard working sans created by Canada Type. pitchdeck graphicdesigner pdfWW…
Ace Hotel Website Design
Ace Hotel is a brand that prides itself on being the cultural hub for whichever city it calls home. They have boutique hotels in popular cities across North America, as well as Kyoto, Sydney, and Toronto. Each location is completely unique to the next with a keen focus on what makes the city tick as well as bespoke dining and entertainment/events. The Ace Reader/blog is full of people, events, and ideas that bridge the gap between the physical hotels and online cultural experience. Wallop asked us to partner with them to design a new website with the need for a much improved user experience whilst maintaining a ‘cool’ factor that the brand is known for. Their existing website took a “form over function” approach, which ticked the boxes for the boundaries they were trying to push but ultimately led to poor engagement from website visitors. The redesign needed to do a better job of showcasing the on property events which have become synonymous with Ace Hotel and feature new properties as they expand.
Our designs combine the creatively curious personality of Ace Hotel with user experience best practices. Visually the website complies with the Ace Hotel Global Brand Guidelines, but is flexible enough for each location to have its own content and visual elements. The persistent navigation provides multiple touchpoints for users to easily access other locations and jump into the booking widget. This gave repeat visitors the opportunity to explore locations they may not have previously considered. The events calendar was completely overhauled in a full visual calendars style, including options for users to book their stay based on events happening. The Ace Reader/blog was designed to be very editorial in style, providing the client with multiple different modules to drop into each article to give it a glossy lifestyle appeal.
The team at Wallop looked at data from the two months post launch (September 2021) to the same period two years prior (taking the effects of the pandemic into account for 2020). The new website generated a 59.45% increase in website transactions, a 55.11% increase in website revenue and a 50% increase in e-commerce conversion rate.…Ace Hotel is a brand that prides itself on being the cultural hub for whichever city it calls home. They have boutique hotels in popular cities across North America, as well as Kyoto, Sydney, and Toronto. Each location is completely unique to the next with a keen focus on what makes the city tick as well as bespoke dining and entertainment/events. The Ace Reader/blog is full of people, events, and ideas that bridge the gap between the physical hotels and online cultural experience. Wallop asked us to partner with them to design a new website with the need for a much improved user experience whilst maintaining a ‘cool’ factor that the brand is known for. Their existing website took a “form over function” approach, which ticked the boxes for the boundaries they were trying to push but ultimately led to poor engagement from website visitors. The redesign needed to do a better job of showcasing the on property events which have become synonymous with Ace Hotel and feature new properties as they expand.
Our designs combine the creatively curious personality of Ace Hotel with user experience best practices. Visually the website complies with the Ace Hotel Global Brand Guidelines, but is flexible enough for each location to have its own content and visual elements. The persistent navigation provides multiple touchpoints for users to easily access other locations and jump into the booking widget. This gave repeat visitors the opportunity to explore locations they may not have previously considered. The events calendar was completely overhauled in a full visual calendars style, including options for users to book their stay based on events happening. The Ace Reader/blog was designed to be very editorial in style, providing the client with multiple different modules to drop into each article to give it a glossy lifestyle appeal.
The team at Wallop looked at data from the two months post launch (September 2021) to the same period two years prior (taking the effects of the pandemic into account for 2020). The new website generated a 59.45% increase in website transactions, a 55.11% increase in website revenue and a 50% increase in e-commerce conversion rate.WW…
Gratitude Seafood Branding
The Nuu-cha-nulth Seafood LP is a First Nation owned seafood enterprise that operates on Vancouver Island’s pristine West Coast. In 2015 they became majority shareholders in St. Jean’s Smokehouse and Cannery, giving them access to processing, sales, and marketing capacity. Their next step was to launch their own exclusive authentic aboriginal seafood line. This task was given to our good friends Hot Tomali Communications in Vancouver, who assembled a team to assess target markets, identify profitable products, and develop the brand identity. STUDEO Design were brought in to handle the graphic language and branding under the direction of Hot Tomali Creative Director & Founder Thomas Stringham.
The Nuu-cha-nulth core values of sustainability, community, health and gratitude provide the foundation for taking care of ourselves, each other and the environment. This insight led to the chosen name Gratitude Seafood, giving thanks for what the earth provides and giving back. The logo takes its inspiration from the welcoming monument in Port Alberni, where the brand is based. The design includes out turned hands signifying gratitude and a whale tail motif to tie in the seafood element. The visual language and colour palette of the brand was inspired by local aboriginal artworks. A set of brand guidelines were developed ensuring the brand embodies the premium look, feel, and tone desired. STUDEO Design developed packaging designs for canned seafood, moodboards for brand photography, website concepts, and other brand assets. Gratitude Seafood’s visual presence is true to its roots in the Nuu-chah-nulth culture, whilst differentiating itself from other brands on the shelf that use aboriginal graphics.
Gratitude Seafood products have been rolled out to many grocery stores on British Columbia’s west coast, find out more information on gratitudeseafood.com graphicdesigner…The Nuu-cha-nulth Seafood LP is a First Nation owned seafood enterprise that operates on Vancouver Island’s pristine West Coast. In 2015 they became majority shareholders in St. Jean’s Smokehouse and Cannery, giving them access to processing, sales, and marketing capacity. Their next step was to launch their own exclusive authentic aboriginal seafood line. This task was given to our good friends Hot Tomali Communications in Vancouver, who assembled a team to assess target markets, identify profitable products, and develop the brand identity. STUDEO Design were brought in to handle the graphic language and branding under the direction of Hot Tomali Creative Director & Founder Thomas Stringham.
The Nuu-cha-nulth core values of sustainability, community, health and gratitude provide the foundation for taking care of ourselves, each other and the environment. This insight led to the chosen name Gratitude Seafood, giving thanks for what the earth provides and giving back. The logo takes its inspiration from the welcoming monument in Port Alberni, where the brand is based. The design includes out turned hands signifying gratitude and a whale tail motif to tie in the seafood element. The visual language and colour palette of the brand was inspired by local aboriginal artworks. A set of brand guidelines were developed ensuring the brand embodies the premium look, feel, and tone desired. STUDEO Design developed packaging designs for canned seafood, moodboards for brand photography, website concepts, and other brand assets. Gratitude Seafood’s visual presence is true to its roots in the Nuu-chah-nulth culture, whilst differentiating itself from other brands on the shelf that use aboriginal graphics.
Gratitude Seafood products have been rolled out to many grocery stores on British Columbia’s west coast, find out more information on gratitudeseafood.com graphicdesignerWW…
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