Identity for Little Pumpkins, a start-up baby store in Calgary, Alberta serving their market with a classy and approachable look. Three logos were presented to the client as pencil sketches, then moving along to the next step, the illustration was tightened up digitally and colour variations were edited down to our three selections for approval of ‘the one’.

As of this time, only the logo has been completed, with possible second phase including a stationery package, website, signage and website.

Lancaster Mall in Saint John, New Brunswick under went a $13-million floor-to-ceiling face-lift, and was looking to shed it’s aging logo along with the mall’s tired appearance. Their marketing team was looking for something fresh that would resonance with the younger generation on Saint John’s west side, without alienating it’s established customer base that has been loyally shopping there for over thirty years.

They were looking for guidance to steer them through the uncharted waters of establishing this new identity, website, direct mail, ads and promotions leading up to the grand re-opening party. All of these components came together within a three month time-line to for their grand re-opening.

Shown are the logo in it’s various forms, with and without the tag-line/website address, as well as the reverse version that will be used for signage, the stationery package, and then a couple logo applications, including the outdoor back-lit pylon sign. This 30 foot tall sign has yet to be built.

See also Lancaster Mall ads, and the Lancaster Mall website.

The Pivotal identity came about because of the need to differentiate a new product in the BMX seat (aka ‘saddle’) marketplace. This new concept for affixing a seat and seat post was new, and needed to be defined not just as a new technology, but also as it’s own brand.

Invented by Darcy Saccucci and Jay Miron of MacNeil Bikes (who also own the patent on the concept), Pivotal needed to start licensing out the technology, as it needed to be moved out from under the umbrella of the MacNeil brand, and transformed into its own entity. As BMX companies worldwide were all reducing the weight of every product, the Pivotal concept came at the perfect time, as it was a no-brainer solution to dropping serious weight on a product that up to that time hadn’t changed much in decades.

A complete family of logos needed to be established for marketing of this new technology, and so the “featuring patented Pivotal technology” and “Pivotal Compatible” logos were created alongside each other to appear on products and packaging so that the end-user would know that they were buying a Pivotal compatible seat or seat post. In addition to this, a complete step-by-step ‘how to create your own seat’ package was created, including a concept for a company might want to handle the rubber seat patch that covers the bolt hole on the top of the seat.

As part of the patent agreement, all licensees of Pivotal seat technology must have the the Pivotal logo appear on the top of the seat – and thus, this logo appears on the top of 95% of BMX seats worldwide since 2007. The technology is also gaining huge traction in mountain bike and other cycling disciplines.

You can learn more about the patented Pivotal technology and it’s advantages here: www.macneilbmx.com/products/seats/pivotal_concept/pivotal_concept.html

Sample seats appear from MacNeil Bikes, Odyssey, United and Hoffman Bikes, all trademarks of their respective companies.

See all projects tagged with ‘Pivotal’.

One of western Canada’s largest real estate developers, Intracorp was looking to refresh it’s logo for a better online presentation. It’s original logo, which is still in use on printed collateral and most other uses just doesn’t translate well to the screen because of the chamfered rule element that appears under the logo – it just doesn’t hold up, especially at small sizes.

We were also in the process of writing the Intracorp branding standards guide, and I was already going to be redesigning Intracorp’s corporate website in the coming months, and knew there was no better time to handle this logo update  and implement it on the new website. As simple as a logo update can appear, there were hours of work behind the scenes ensuring brand consistency.

You can see the new refreshed logo in the presentation above, as well as the original logo.

See also Intracorp Corporate website, and Intracorp Customer Service vehicle graphics.
See all projects tagged ‘Intracorp’.

Logo for a development in the Capital Hill area of Seattle, Washington for Seattle-based developer The Dwelling Company.

Development website link: Twenty Five on the Park

See also the Twenty Five on the Park Hoarding/Signage.

Down to Earth is Townline’s environmental commitment program in which every aspect of the company, from the office to the construction site has set goals to reduce waste up to 30%. The logo was designed to fit within the existing brand structures, and to work well with Townline’s other logos including their corporate logo, and their MetroLiving brand’s logo. The ‘Green Mail’ logo was also designed for the company’s internal environmental email newsletter.

Shown are the Down to Earth logo alongside Townline’s family of logos, Down to Earth branded items such as a reusable drink bottle, and natural cotton reusable Down to Earth/Townline bags, the Down to Earth statement from the corporate brochure, and lastly, the Down to Earth logo is printed on all corporate materials meeting the environmental requirement, as shown on the spine of the presentation folder.

Down to Earth is best explained in their own words, taken from their Down to Earth page on their corporate website.

If we can do something and we don’t, then we’re acting irresponsibly.

The challenge has been issued within the walls of Townline to reduce the company’s carbon footprint by 30%. There was no specific directive as to what or how that would be done for a very good reason. It caused staff to think and begin talking about how that might be achieved.

Consequently, all sorts of ideas have come to the fore from a variety of sources. And many of those ideas have now been implemented. Things like using demolition companies who actively sort, separate and recycle reclaimed materials; developing an innovative burn pit to deal with waste materials in Squamish; using Low VOC paints in every Townline home; drawers for recycling in all of our kitchens.

Where we can make the responsible choice, we will. And when there is no apparent choice, we will design a solution.

Is reducing our carbon footprint by 30% achievable? We absolutely believe it is. And more.

See also the Townline Presentation Folder, Townline Corporate Brochure, and Realtor Portfolio books.
See all projects tagged ‘Townline Group of Companies’.

Logos for the Metro Jam contest series. I oversaw the entire Metro Jam BMX contest series, from conception to logo(s) creation, doing the ads, website, writing copy and press releases right through to running the actual event. We’d change up the logo and look every couple years to keep the look fresh. The Metro Jam contest series ran annually in both Toronto and Vancouver from 2001–2006, and in 2007 we took the contest to Singapore for the RushHD television channel.

The Metro Jam contest series was one of the most anti­cip­ated street contest events of the cal­en­dar year drawing many of the world’s top pro­fes­sional riders – and most proudly, pulling in riders that had shied away from con­tests once the large TV con­tests like the X-Games had tar­nished the com­pet­it­ive scene.

See also Metro Jam ads, Metro Jam Contest T-shirts and Metro Jam videos – Metro Promotional video and Pro Highlights video.
See all projects tagged with ‘Metro Jam’.

Logo for the Canadian Open World Cup of Skateboarding, an International-level Pro skateboarding contest that took place in Toronto, ON featuring the biggest names in both vert and street skateboarding. Other promotional collateral for the contest included ads placed in TransWorld Skateboarding magazine, postcards, and a full contest website.

The Canadian World Cup of Skateboarding Contest was later taken over by West49 as the title sponsor. Masev Communications was the mastermind behind the contest, and the wildly successful cross-Canada Snow Jam concert/extreme contest series.

Logo concept for a real estate development that never got off the ground.

See also the Townline Presentation Folder, Townline Corporate Brochure, and Realtor Portfolio books.
See all projects tagged ‘Townline Group of Companies’.

Ronin was a flatland-specific BMX parts company based out of Vancouver. I took on all the art direction and design duties for the Ronin brand from the ground up. I designed the logo, website, ads, and product packaging. Ronin Originals was a spin-off signature series of parts.

Shown are the Ronin logo, the Ronin Originals logo, and a screen-shot of the website.

See also Ronin ads, and Ronin Shelter packaging. See all projects tagged ‘Ronin’.