The challenge: Re-imagine the iconic Saje brand and stand out in an increasingly saturated “wellness” category… without altering the logo or store design.
The answer: Lean all the way into honesty and realness, and push back against the unnatural promises of the beauty and wellness categories. The design approach is meant to feel editorial, candid, and raw, and our system replaces the same-old zen tranquility with dynamic brand elements and a refreshing sense of humour.
Elite ambassadors, surfers and identical twins, DK and Shaun Walsh, reflect on the connections that motivated them so they could become the go-to guys for ocean safety and rescue within their community.
Campaign design and art direction
We’re redefining bravery. Bravery is in movement. Bravery is a movement.
The concept borrows the dynamic elements from individual sports and events, and pairs it with our redefinition of bravery.
Client: Canadian Olympic Committee
Agency: The Hive
CDs: Sacha Ouimet, Jung Ahn
Role: Design Direction
Client: Breast Cancer Canada
Project: Breast Cancer Canada Full Identity Rebrand
Design Lead: Teresa Tam
Agency: 123w
The new logo is designed to show the beauty in BCC’s important mission of saving lives, to better reflect the progress that they have made in precision oncology. The humanist letterforms provide a stark contrast to the cold hard science in clinical research category. The colour palette has been intentionally chosen to stand out amongst the sea of pink, we ground our brand in green which symbolizes health, vitality and fertility.
From photography to film, each image conveys the beauty of progress. It spans from CGI imaging of macro of cell biology to capturing the resilience our researchers and survivors. Each image is intentionally created to create an emotional connection while featuring brand cues and leveraging our colour palette.
We’re so used to seeing the cold hard science when we think about clinical research. But if you take a step back and look at it differently you’ll see that it’s inherently beautiful. The cells and our bodies. Beautiful. The researchers dedicating their days to save lives. Beautiful. The people who help us through their invaluable donations. Beautiful.
To make a donation please visit BreastCancerCanada.com
Harry Rosen Fall/Winter 2023 Magazine
Editorial Design Direction: Teresa Tam
Art Director: Grace Boivin
Copy Direction: Ben Kirk
CD: Christine Kwan
Art direction, and design for the product launch of The Always Effortless Jacket
Concept and art direction for Lululemon’s Align Pants in a new colourway for the summer.
Photography by Thompson Chan
The Idea:
Canadian winters are insane, so we created an insanely responsive billboard capable of shifting its messaging on a dime, just like the weather. When it rained down hard, the Shoppers Drug Mart billboards served up waterproof foundation, when epic freezing cold wind hit, we hit you with a solution for chapped lips.
The Result:
The billboard incorporated data streamed directly from the Weather Network and matched it with the time of day to serve up over 183 unique beauty solutions that could prepare you for the moment. We turned Canada’s biggest billboard into its most useful for Canada’s largest beauty retailer, Shoppers Drug Mart.
Client: The Room | Hudson's Bay
Project: The Room OOH, lookbook and microsite design
Project: John Frieda Brand repositioning.
Agency: John St
Role: Design Direction
Shopper’s Drug Mart Brand Refresh
Role: Design Director
Working with designers Carla Poirier, Jan Avendano, Rose Broadbent, Petra Cuschieri, Marlo Yarlo, Jacqueline Lane, Jessica Leong ,Teresa Tam, Emma Wright, In a Space is an exploration of physical composition through the lens of Graphic Design. This exhibition will explore the fundamentals of design, inviting the viewer inside an abstract realm of ephemera and merge the thin line between art and design.
Curated by Carla Poirier
Exhibited at Come Up To My Room
Our campaign encourages Bostonians and Washingtonians to get to know their lesser known history, to dig under the surface, to get to know their roots.
Partner: Jay Fleming, Strategist
lululemon has learned a thing or two in the 20 years they’ve been setting goals. Like when we write them clearly and share them proudly, our goals empower us to build lives we love. And research shows that when you share a goal and commit it to someone, you increases the likelihood of achieving it by 65%. We liked those odds.
So to kick off the new year, lululemon empowered their guests to share their goals—big or small—by providing the motivation and encouragement to help them follow through.
Copy: Stevie Wilson
THE CHALLENGE
Alcon Canada needed to connect with Canadians on a level beyond functional benefit. Despite having the best performing daily lens on the market, Alcon had not built awareness and brand preference and failed to stand out in a cold and clinical category
THE SOLUTION
Under the new See It All brand stance, we created a unique and differentiating visual language which focused on the lifestyle outcome of being able to See It All, instead of getting caught in the “splashy” functional benefi t tropes of the category. Inspired by the elevated minimalism of luxury cosmetics brands, the fresh, simple and clean new look also integrated an eyecon, an ownable visual mnemonic centered on the product’s promise to bring the world into focus.
identity design for the Alcon Family
Role: Design Director
Branding, signage, and website.
