The Challenge

The role required balancing two distinct needs — creating customized, client-specific work while also maintaining consistency across internal brand standards and franchise-wide materials. Each project came with different goals, timelines, and formats, requiring a flexible yet structured design approach.

Approach

Focused on adaptability while maintaining a strong design foundation. For client work, the priority was understanding each brand’s identity and translating it into cohesive visual systems. For internal and franchise projects, the emphasis shifted toward consistency, scalability, and clarity across multiple touchpoints.

Design decisions were guided by visual hierarchy, readability, and usability — ensuring that each asset performed effectively whether in print, digital, or motion formats.

Execution

Client Work - Hear Canada

Led the development of the rebrand for Hear Canada, including campaign visuals and marketing collateral. The work involved refining visual direction, establishing consistency across layouts, and ensuring all assets aligned with the brand’s tone and messaging.

Motion & Social Content

Created video content for social media and advertising, focusing on short-form, engaging visuals designed to capture attention quickly. These assets were optimized for digital platforms, balancing motion, pacing, and clarity to communicate messages effectively.

Franchise Design & Print

Produced a wide range of design and print materials for UPS franchise locations. This included adapting designs across different formats while ensuring consistency with brand standards. The work required attention to detail, especially in preparing files for print and maintaining quality across high-volume outputs.

Outcome

The final work supported both client campaigns and internal operations, helping maintain a consistent visual presence across franchises while delivering tailored solutions for individual clients. The ability to work across multiple formats — from print to motion — contributed to more cohesive and effective communication across all channels.

Reflection

This experience strengthened my ability to work across different types of design simultaneously — from branding and layout to motion and production. It reinforced the importance of adaptability, precision, and maintaining design quality across both creative and operational workflows.