Branding & Logo Design
Outside of my usual 9 to 5 job, I like to take on freelance branding and logo design projects. I take a lot joy in helping businesses establish a strong visual identity that aligns with their mission and values, and helps them get noticed by consumers. Whether it's focusing solely on creating a new logo, or developing an entire branding strategy, I aim to bring creativity and attention to detail to every project.
Mindful Learning Toronto (2020)
Mindful Learning Toronto is a boutique tutoring business focusing on the harmony of mindfulness and education for elementary students who struggle with sensory and learning disabilities. The client’s goals for the logo were that it included the recognizable imagery of the blooming lotus, an overall sense of calm and peacefulness, and would feel approachable to both students and their parents.
Using a cool colour palette, I created a bubble that is reminiscent of the sky, containing the requested lotus blossom being born from the pages of the book below. The font selected is Bennet Banner, specifically chosen for its accessibility to those with dyslexia or other reading disabilities. The wordmark without the icon uses the colours from the icon in a gradient to keep brand presence consistent in all use cases.
Full logo and wordmark, horizontal
Full logo and wordmark, stacked
Simple wordmark, horizontal
Courier Arc (2024)
Courier Arc is a temperature-controlled delivery service in the Greater Toronto Area. I undertook a comprehensive branding project. This involved designing the overall branding, ensuring a cohesive and professional visual identity across all touchpoints. I created a distinctive business card, an informative and visually appealing brochure, and eye-catching truck decals to enhance the company's visibility on the road.
My design work aimed to reflect the reliability and efficiency of Courier Arc's services, reinforcing their commitment to excellence in temperature-controlled deliveries.
Breakdown of the steps from original typeface...
... to finalized wordmark
And finally, with colours and branding flair.
Help! We've Got Kids (2018)
Help! We’ve Got Kids is Canada’s first comprehensive online directory for parents and caregivers. A one-stop shop for activities, events, and products for kids and families, HWGK also offers online listings of local family-friendly events and tips from experts.
Three variations of the Help! We've Got Kids and HWGK Family Pass logos, designed for Ideon Media as part of their internal property rebrand. Redesigned from a previously cluttered and basic wordmark, this logo aims to form a better sense of unity and brand recognition.
Using unique shades of navy, salmon, gold, aqua, and lavender, this iteration continues the tone of playfulness and child-focused services, while feeling grown up and thoughtful. Typefaces used are Gastromond Bold and Montserrat Extra Bold.
Main logo
Main logo + Family Pass
Main logo, contained for multipurpose placement.
Toronto TTC Bus Ads
Working on contract for Ideon Media, I designed impactful ads for HWGK that were featured on TTC buses. These ads aimed to engage parents and caregivers by promoting a 30% discount to local attractions. Keeping the ad bold and to the point, the ads communicated the message clearly to drivers and onlookers across Toronto.
Lily's Soups
My client was looking for personalized branding for her small organic soup business, which she planned to launch as a food truck. Her vision was a fun and approachable style, yet clean enough to look sleek and professional on business cards, stickers, packaging, and signage.
Although the project didn't materialize, it led to the creation of several exciting logo designs that I'm holding onto for future opportunities!
