visual identity, brand strategy, web, art direction, signage
Compass Rose is a boutique public affairs and government relations firm in Ottawa. They worked with Jackpine to update their visual identity to better reflect the character of the organization.
Through a series of interviews and workshops we aligned on the brand statement Find the Common Good. We determined that what set them apart was less about the service provided and more about their approach: non-partisan, principled government relations. It was also about the team – each bringing their own unique expertise to the files, but united by their vision for a better approach to public policy.
We designed the visual identity to be professional but fresh and accessible, reflecting the experience of actually working with them.
I led the visual strategy for this file, working with another project lead to develop the overall positioning, and a logo designer to develop the mark.
brand strategy, visual identity, spatial branding, branded material
Gongfu Bao was preparing to open their first shop, transitioning from a food cart to a fast-casual dining location. They hired Jackpine to refresh the existing visual identity, update their website, and develop a crowd-funding campaign to help get the new space built.
Our brand strategy process helped to articulate the brand character – Bruce Lee inspired, with a focus on dedication to craft mixed with a playful, self-assured tone – and to refine the existing visual identity. We updated the logo and put together brand guidelines for application of the visual identity to the new space, website, branded materials.
I was responsible for the logo design and spatial branding, as well as design and mockups for the crowdfunding campaign.
research & concept development, visual identity, design
Personal Neuro Devices had the prototype for a wearable EEG headset and a vision for an app that would change communication by transforming brain activity into shareable “brainmojis”. They came to Jackpine to bring the idea to life.
In order to develop a look and feel for this app design, I conducted research into how the app might be able to accurately predict emotions based on raw data. Then I developed a system to plot/categorize emotions based on research by Lisa Feldman Barrett (unpleasant vs pleasant, calm vs aroused) that would allow the program to guess the user’s emotion. Using machine learning and user testing, this system would become better able to recognize subtle differences between emotions.
I was responsible for the visual identity, concept development and mockups for the app, as well as design for investor decks, crowdfunding campaigns, and an updated website design.
The main feature of the app was the ability to receive brain activity data from the headset and transform it into a visualization. This would then be stored in a personal history for users who simply wanted to mood-track, and would be available to share for more social users.
The app concept included in-app sharing and social features where users could post their #currentmood with photos or location data. A feed showed the moods shared by friends and a map showed moods of people nearby.
Planned integration with other social platforms was a key part of getting users to share their brainmoji. Beyond use as stickers or images, this concept included a “Live Mood” integration for iMessage, where other users would be able to see mood changes in real-time during a conversation.
Move with Brigil
campaign concept and activation, costume design, marketing collateral
Brigil came to Jackpine with the task of creating a “stunt” to bring attention to a development near Trim Road in Ottawa. The project was already launched and under construction, but a new LRT station had since been confirmed across the street and they wanted to highlight the proximity of the train in their marketing. At the same time, the company was about to announce their sponsorship of a cross-country ski trail that ran along the other side of the property.
The “stunt”, branded as Move with Brigil, highlighted this duality of urban connection and outdoor recreation. Over a couple weekends, a team of models in custom-designed LRT costumes appeared at cross-country ski races and winter runs, encouraging people to sign up for a chance to win free transit and promoting the project as a place for those who valued active outdoor recreation and a connection to the urban core.
I was responsible for the campaign branding, production of branded marketing materials, and costume design.
Le St Laurent
brand strategy, visual identity
Our client was building a new type of luxury rental building that included a restaurant on the penthouse level. With a change in management not long after launch, they needed a quick rebrand for the existing restaurant.
We did a condensed branding process to identify the character of the restaurant based on the space, the chef, and the overall brand of the building. It needed to convey a sense of comfortable elegance – high quality food and service in a relaxed atmosphere. We worked with the internal marketing team to develop a new visual identity, using a series of mock posters to test colours, imagery, and typography.
I was responsible for refining the logo based on concepts developed by the wider team, creating the overall look and feel, and developing guidelines for the new visual identity.
As part of the process, we used poster mockups to quickly test typography, colour, and image choices.
installation design, signage
Jackpine worked with Canadian Heritage to develop interactive installations for the Canada Day celebrations in Major’s Hill Park.
Hello Bonjour was a series of speaking tubes, designed to get participants interacting with others at the event. The tube colours were mismatched – so users could be surprised by the voice on the other end.
O CA NA DA was a series of seats wired to play a specific note when someone sat down. In the correct order, the seats would play the first four notes of the national anthem.
I was responsible for the concept and design of the installations, as well as some wayfinding and signage displayed throughout the park. The rest of the team included another project lead on concepts and coordination, a designer on additional signage and layout, a technical consultant for the musical chairs, and a contractor responsible for construction and installation.