Projects
Dihedral Designs
This project started in establishing a brand identity, naming, logo design, and the visual style of images and font for Dihedral Designs a small fashion brand. From here a website, social media profiles, email campaigns, as well as print handouts and packaging were created. Product imagery and behind the scenes style photos documenting their process and materials were part of the project. Beyond the creation of visuals was also responsible for creation of mission statements and copywriting for the project.
Along with the creation of these products I also manager their social accounts. Continuing the visual look into these platforms and crafting captions that reflected the values of the brand. This included continued correspondence with their customers and retailers. Based on Dihedral’s focus on locally made products, targeted ads and SEO to reflect this was implemented. Based on these campaigns and analytics of demographics from social accounts, reports and recommendations were delivered to the client.
Campaign Pitch
This was a pitch to an established US based outdoor retailer that was opening five stores in Canada. The aim was to establish them as a part of the local community where there was a wariness to outside companies taking over local businesses. Profiling local personalities, leaders, and athletes in addition to showcasing events and locations that define the towns in the sea to sky region. Their stores in the US had successfully established themselves in their respective cities as cultural hubs, hosting talks, film screenings, and clinics. Establishing and documenting this same culture in Whistler was also outlined.
Content would be presented in a variety of platforms from social platforms, blog posts, email newsletters, and establishing an instore magazine. Included was a sample 1000 word article, instagram and facebook posts, and a visual layouts of these products. These deliverables were presented in a year long timeline, with a different focus each month.
Whistler Visitors Guide
These images were created for The Free Radicals, a digital bike culture brand, who were creating a mountain bike guide of the Sea to Sky region for Tourism BC. Composing of a field shoot and location scouting the brief detailed a focus on the more out of the way locations for riding and a sense of the fall season. These requests were considered in the editing of the final images focusing of a particular colour pallete and lighting. Final deliverables were 50 edited selects for use in digital article, website, and print.
www.pinkbike.com
Making of Video
An extension to work previously done for Dihedral creating a visual brand identity and implementing it via web and social profiles, they commissioned a video series documenting the creation of their products. The brief requested it demonstrate the high quality, handmade nature of their product, as well as show their unique location and identity. This was accomplished through the keeping the focus on the hands of the artisan, taking the audience through the creation of a bag. Smooth camera movements and longer cuts were used to demonstrate the practice and intentionality of each step in making the finished product. By shooting in black and white it helped reinforce the focus on process. Opening and closing shots of they’re physical location helped to ground the brand in the mountain town of Whistler BC.
Responsible for art direction, filming, and editing. Dihedral used the finished work on their website, social accounts, and it was played at trade shows.
Design Exercise
