Art director + multidisciplinary designer in Toronto. I shape brands, sandbox systems, sharpen experiences, and drive measurable growth.
Currently @ Okta. Previously Art Director @ Endy.
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Endy
As Art Director, I captained Endy’s creative team through the brand’s most impactful creative transformations. Highs include leading record-breaking sales and seeing my work on a giant billboard. Lows include building five beds in a day. Below are select projects.
Endy’s 9th Birthday
Celebrating 9 years of excellent sleep, Endy launched a high-value bundle featuring our most beloved sleep essentials.
I drove the campaign’s creative from concept to execution. This included directing a photoshoot, overseeing the design production of web & GTM assets, handwriting internal birthday cards, and picking confetti out of my hair.
Role
Art Director & Design LeadYear
2024Scope
Art Direction, Photography Production, Growth Marketing
Branding Refresh
I learned that to move forward with impact is to scale back intentionally. Graphics don’t need to do the heavy lifting when the brand champions good products and honest design.
Role
Art Director & Design LeadYear
2024Scope
Branding, Design System, Creative Strategy, UX/UI Design
In collaboration with the Creative Director and while managing a team of Designers and Digital Producers, I led a comprehensive brand refresh. This included repositioning the brand, redefining the logo suite, introducing a new typography system, curating cohesive colour palettes, and restructuring the way we produce content.
The project culminated in a complete website redesign, executed in partnership with UX/UI designer Josh Boissiere.
Homepage
Furniture Collection page
Bedding Collection pagePlush
How do you convey a tactile quality digitally? I developed a creative launch campaign in anticipation of Plush—our vertical expansion to the existing mattress assortment.
Role
Art Director & Design LeadYear
2024Scope
Art Direction, Design System, Creative Strategy
North starring the campaign was the use of the variable typeface Ohno Softie to communicate the expansive feel of Plush. I designed a logo suite consisting of standard lockups and 3D lockups with textures inspired by the mattresses themselves.
Canada Day Sale
The wheel doesn’t need to be reinvented—my creative direction for Endy’s Canada Day summer sale pulled direct references from the modernist Canadian graphic archive, celebrating our heritage of Canadian innovation and legacy design.
Role
Art Director & Design LeadYear
2024Scope
Art Direction, Design System, Growth Marketing
Boxing Day Sale
I turned our 200 sq. ft. office studio into a post-party indulgence: freshly washed sheets, gifts, and champagne in bed. Think: your cool friend cleaning up her place after hosting the coziest dinner and the rowdiest White Elephant. And yes, I did convince my coolest friend to model for me.
Role
Art Director & Design LeadYear
2024Scope
Art Direction, Photography Production, Growth Marketing
Retail Design
Clicks to bricks, as they say. I led the experiential design for our first brick-and-mortar location in 2023 and developed a modular, eco-friendly packaging design system to expand across our retail assortment.
These systems have proven sustainable by successfully scaling to our two new locations in 2024.
Role
Art Director & Design LeadYear
2023Scope
Retail & Experiental Design, Packaging Design
Email Design Templates
Role
UX Researcher & Design LeadYear
2023Scope
UX/UI Design System, Email MarketingEndy dispatches emails at lightning pace, but a robust design framework was lacking. Three biggest pain points arose:
- The bulk of our day was spent designing emails from scratch.
- Visual disparities across different emails.
- Misalignment between briefing and design outcome, or unclear expectation from stakeholders. Sometimes both.
My teammate and I dove headfirst into a comprehensive audit of our entire email archive. We established a fundamental anatomy that was shared by the majority of our emails, as well as naming conventions for best performing layouts.
We then evaluated each design component’s impact. Our UX/UI team assisted by offering valuable insights on user flow, accessibility, and email marketing trends that could be integrated.
Armed with these learnings, I developed an email design system using Figma. This involved consolidating variations of design molecules into defined styles, and pre-templating best performing layouts.
The objectives? Minimal effort, maximum output, targeted feedback.
I categorized 2 groups of templates:
- Promo emails to communicate all sale types and offers. 3 template options.
- Last chance emails to indicate urgency. 4 template options.
The design system and templates are optimized for both desktop and mobile viewing.
Promo email templates
Last chance email templates
With these templates in action, our workflow is streamlined as follows:
- Briefing:
Email Manager builds a wireframe by selecting an email template and any pre-designed feature block layouts.
- Pre-production:
Copywriter tailors content and generates copy in accordance to the wireframe. - Production:
Creative develops visual design for emails based on the wireframe and copy, then sends off for approval.
Blog Art Direction
Reading before bed > scrolling TikTok. The art direction for the Endy blog was inspired by risograph prints, utilizing both photography cut-outs and graphic forms to build a dreamscape. Below are cover artworks I made for some of our most scathing articles.
Role
Art Director & Design LeadYear
2022Scope
Design System, Art Direction
RV Mattress Guide: Why a Quality Mattress Matters on the Road
How to Choose a Bed Frame: 5 Tips for Support and Comfort
The Ultimate Guide to Calming Sleep Anxiety
3 Signs It’s Time to Replace Your Pillow