Approach
Whether working hands-on or in a leadership role, the goal is always the same: to make space for creative work that is sharp, scalable, and rooted in purpose. That means asking good questions, leading with empathy, and designing systems that empower people to do their best work without friction, guesswork, or burnout.
To Creative Work
Creative work should be nimble, thoughtful, and audience-aware. Rapid ideation grounds early concepts in real user needs while aligning stakeholders early to reduce rework. Every decision begins with the desired experience — how people physically engage and emotionally connect with materials — with voice and visuals developed in tandem to build consistency and deepen brand impact.
To Management
Strong leaders view themselves in a role of service, not power. That means being flexible without being vague, creating space for feedback in both directions, and making sure every team member feels seen, trusted, and protected. Balanced productivity, clear expectations, and creative autonomy are core to building high-performing teams who do good work and take good care of themselves while doing it.
To Process
The best systems reduce risk, not agility. With a career grounded in operational thinking and scalable systems, my process design is all about bringing clarity, building confidence, and prioritizing usability. Friction points are categorized and resolved with care and documentation is built to train and support, not micromanage. Every workflow aims to remove complexity while preserving momentum.
To Life
Play and structure aren’t opposites — they work together. Routines and systems make room for curiosity, exploration, and joy in the pursuit of adding some magic to the mundane. Finding simple ways to make everyday moments feel a bit more intentional helps keep work and life feeling fresh and balanced. It’s all about mixing discipline with a bit of spontaneity, making room to grow while staying grounded in what really matters.
Motif Labs / Organigram Global
Art Director, Brands & Product
OCT 2022 – JUL 2025
In-House
Led highly-regulated design and copy execution across diverse internal brands in product innovations, launches, and brand growth initiatives, while directing a multidisciplinary team and building scalable creative operations.
About Organigram Global
Motif Labs was acquired by Organigram Global in December 2024. Now Canada’s #1 licensed cannabis producer, Orgranigram Global boasts 14 internal brands across every product category, including vapes, concentrates, edibles, and more.
GoodLife Fitness
Creative Services Manager
SEP 2021 – OCT 2022
in-House
Led a multidisciplinary creative team to produce innovative, consumer-centric multichannel campaigns and assets that enhanced brand engagement and drove measurable results for the core GoodLife Fitness brand and sub-brands.
About GoodLife Fitness
Founded in 1979, GoodLife Fitness is Canada’s largest and most recognized fitness brand, committed to helping Canadians live healthier lives through its gyms and charitable work like the GoodLife Kids Foundation.
Start.ca
Senior Designer • UI/UX Specialist
MAY 2018 – SEP 2021
In-House
Worked across the Marketing and Development teams in sequential roles, first as a Senior Graphic Designer producing all brand, event, and campaign creative, then as a UI/UX Specialist designing internal tools and customer-facing digital experiences.
About Start.ca
Known as The Friendly Internet Company, Start.ca was established in 1995 under two key principles: affordable service and friendly customer support. It has since expanded its home and business services to continue serving Ontarians with a smile.
Cineplex Digital Media
Art Director
JAN 2017 – MAY 2018
AGENCY
Directed graphic and motion design of in-store displays for major international clients under high-pressure timelines, while balancing abruptly upscaled team leadership responsibilities. PRIMARY CLIENT: Tim Hortons (North America + International)
About Cineplex Digital Media
Serving clients all across the world, Cineplex Digital Media (part of Cineplex Inc.) is an end-to-end digital experience agency that designs in-store digital signage solutions for leading brands in the QSR, retail, and finance sectors.
H.Lucio Creative
Graphic Designer
APR 2011 – PRESENT
Freelance
Provides flexible, end-to-end creative support for clients across education, tech, publishing, and small business — offering design direction, hands-on execution, copywriting, and brand education tailored to each project's needs.
About H.Lucio Creative
Working with clients for well over a decade, H.Lucio Creative offers freelance design and creative direction for a range of clients (including educational institutions, authors, and small businesses), providing hands-on support from concept to execution.
Leading the conceptual and strategic vision behind brand development, editorial storytelling, and product launch campaigns. Guides execution across voice and visuals to ensure alignment with brand positioning and business goals. Work spans identity systems, event branding, and cross-channel campaigns.
Includes: Identity systems, multichannel campaigns, brand and voice positioning, creative brief development, event branding, photoshoot oversight
Writing strategic copy across multiple concurrent brands, upholding distinct verbal identities while adapting messaging to fit varied audiences, tones, and formats. Experience spans both content creation and the development of brand voice systems.
Includes: Product descriptions, product naming, long-form content, email marketing, social captions, instructional guides
Providing technical and visual leadership in brand and campaign design. Focused on production refinement, graphic system development, and cross-channel cohesion to ensure every asset is polished, on-brand, and production-ready.
Includes: Moodboarding and briefing, stakeholder management, technical mentorship, product line extensions, graphic system refinement, production quality assurance
Designing and directing visually impactful packaging solutions that balance compliance, function, and brand storytelling across a range of industries — from Health Canada-regulated cannabis to consumer lifestyle products.
Includes: Print-ready dieline development, regulatory layouts, user-friendly setup inserts, instructional copywriting
Developing versatile sales assets that support both B2B and B2C environments, streamlining communication and enhancing product storytelling across multiple channels. Materials help teams, retailers, and consumers understand value with clarity and confidence.
Includes: Sell sheets, product knowledge and pitch presentations, door hangers, direct mail, forms, stationery
Developing and evolving comprehensive visual and verbal brand systems. Ensuring these systems scale consistently across multiple touchpoints, product lines, and market segments to maintain cohesive brand experiences.
Includes: Logo suites, typography, colour palettes, tone of voice, product naming, messaging frameworks
Designing and writing digital-first creative to support product launches, brand storytelling, and ongoing engagement across web, social, and email. Work spans owned and organic content with design contributions to paid campaigns.
Includes: Social posts, email campaigns, education and contest landing pages, web banners, paid ads
Sourcing and designing branded merchandise and promotional materials that extend brand presence through tangible experiences. Supports product launches, campaigns, and events with on-brand design and production-ready deliverables.
Includes: Apparel, accessories, branded swag, stickers, pins, housewares
The Perfect One-Two Punch
Leading in both copy and design to deliver creative cohesion from concept to execution.
Leading in both copy and design to deliver creative cohesion from concept to execution. When visuals and voice are built together, brands build deeper connections with sharper execution and more impactful solutions that are more than the sum of their parts.
