My work
A glimpse into the creative solutions I provide.
Brand design systems
In my career, I have helped traditional organizations in finance, healthcare and government elevate their presence and cultivate captivating brands.
I’ve managed organizational reputations, overseeing media relations, crisis communications and stakeholder relationship-building – but also key to a successful brand is consistency in design.
My experience includes graphic design and carefully curating accessible colour palettes, typography, imagery and design assets, along with logo design, to ensure a consistent look and feel across channels.
I recently developed a brand identity and direct-booking website for City Park Nest, a short-term rental in Saskatoon, SK. I’ve also led two successful rebranding projects in my role with the CSS Pension Plan, leading to some of the largest co-operatives and credit unions across Canada choosing CSS as their retirement benefits provider.
City Park Nest
A simple, clean logo and warm colour palette that embody the soul of the boutique short-term rental property and translate beautifully in the digital space, whether in mobile, desktop or printed formats.
CSS Pension Plan
A distinctive brand rooted in growth, co-operation, and authenticity. Anchored by a rich green palette, it features a clean, tree-inspired logo that subtly forms the letters CSS, alongside an image library that highlights the real people behind the Plan.
Personal brand
A bright yet neutral colour palette reflects my connection to life in Northern Canada, offering a subtle glimpse into the lifestyle I cherish. Paired with unique fonts and natural imagery, the brand expresses my focus on simplicity, clarity and thoughtful design.
Digital engagement
I excel at engaging audiences through digital channels. I have designed and developed numerous websites over the past two decades. My professional skills have grown alongside ever-changing UI/UX trends in that time.
At CSS Pension Plan, I’ve led two full-scale website redesigns, including the launch of the myCSSPEN member and employer portals, as well as a fully refreshed public website in 2023 in collaboration with Ascent Strategy.
By continuously evolving our digital presence, traffic across CSS web properties has increased by over 50% during my tenure. We’ve also introduced new capabilities to enhance the member experience, including a retirement planning tool and digital statements.
Beyond web, I’ve implemented an integrated omni-channel content strategy – building a high-performing email program with average open rates exceeding 50%, and growing the Plan’s LinkedIn audience by 20% over the past year.
CSS new member kit
I led the digital engagement and technical teams to create an interactive and engaging digital information kit specifically designed for new members of the CSS Pension Plan.
TimeWise blog
My team at CSS Pension Plan and I spearheaded the digitization of the Plan’s TimeWise magazine – which has a history spanning over 35 years – transforming it into an engaging blog.
Life events
Guided by data and analytics, I created an award-winning communications strategy that simplified pension information by aligning it to key life events – when members are most likely to engage with their pension.
Video
I led the creation of a targeted video series featuring real members of the CSS Pension Plan. My team and I worked with Calgary-based Vek Labs to bring the vision for the video series to life.
The videos ditch traditional pension jargon and provide authentic accounts of actual members’ experiences with CSS Pension Plan as they plan their retirement journeys. Each video focuses on the relevant options members have at their particular career stage so that they can take appropriate action to make the most of their financial futures.