The Arbutus Club’s infrastructure expansion and improvement program, Arbutus 2020, is the realization of The Club’s long range plan developed to meet its memberships’ current and future needs. Building upon The Club’s heritage, the comprehensive renovation of its facilities is the next chapter in continuing to provide families with a world class experience and home away from home.

As a means to engage the membership, I created an identity for the project in order to create a cohesive brand story that would marry the club’s rich history with its need for physical expansion. 

I created a minimal logo that speaks to the club’s future as a modern facility. To ground the logo in the club’s heritage, I brought in elements of nature that echoes the humble beginnings of its past.

I designed The Arbutus Club’s bi-monthly magazine, The Bark, which is published in print and online to its entire membership. As it began as a newsletter, I had a vision to evolve the publication into a magazine that would be a main source of information for the club’s membership.

By creating a new layout, curating the photography, and streamlining the typographical choices used throughout, the magazine became a cohesive voice to tell The Club’s story.

Working closely with the Executive Chef, I designed the food and beverage menus for The Arbutus Club’s newly renovated restaurant and bar.

With its flexible and contemporary space built for anything from casual drinks at the bar to intimate dinner dates, the new menu reflected its modern aesthetics while allowing its members to customize their own dining experience.

The new restaurant featured a new lunch, dinner, and drink menu as well as seasonal features and pop ups.

Flyer Concept Development for London Drugs

London Drugs, a proudly Canadian owned company with an established customer base deeply loyal to the brand.

While honouring the company’s rich history, we set out to revitalize the brand with a fresh look beginning with a new concept for use through multi marketing channels. With an updated aesthetic, we aimed to engage its core audience while creating new energy for prospective customers.

Richmond Kids

Opened throughout 2023, the Richmond Kids exhibition offered an immersive experience to what life was like growing up in Richmond.

From quotations to photographs and beloved objects, visitors were offered a chance to explore life in Richmond during different decades. Among the displays were favourite toys like Raggedy Anne, a game of hopscotch, and even favourite snacks like White Rabbit candies and bubble tea.

Working together with the Richmond Museum team, I created the visual identity for the exhibit and produced all communication touch points from information panels to print media and digital advertisements. The design challenge was to bridge the sense of history and nostalgia with an identity that would invite all people to come into the museum space and learn something about life in Richmond. Using a bold colour palette and graphic icons supported by vintage photos, the exhibit pays its respects to the past of Richmond residents while also celebrating the fun and innocence of childhood.

Photography:
Nora Montiel - @noramontielphotography

Working with the New Westminster Business Improvement Association, I designed a flyer to promote a facade improvement program for downtown businesses. Based on the idea of “What was once old, is now new again”, the flyer juxtaposes historic images of the city with new photography of the revitalized buildings.

Additionally, I worked with the Association to create a promotional and informative piece to promote the annual Army & Navy Shoe Sale. With the tag line “Where are your new shoes taking you?”, the flyer featured a stylized map as well as a list of participating businesses offering promotions.

With an extensive offering of programs and classes at The Arbutus Club, a seasonal guide is printed and published twice a year. While it is an informational piece, I also designed it to bring a lively atmosphere to engage its far-reaching membership of all ages and abilities.

Social media for London Drugs

Throughout 2020, connecting with our loved ones was perhaps one of the biggest challenges while also being one of our most important endeavours. While no longer being able to spend time in person, we were urged to be more creative in how we reached out to those we care about. Realizing this heightened need for connection and the joy of nostalgia, we found printed photos took on greater value. With the many printing options that the London Drugs PhotoLab offers, customers were given efficient ways to create high quality keepsakes.

Health and Wellness Campaign for London Drugs

As we ushered out of a tumultuous year, we thoughtfully developed a brand platform for the London Drug’s Health and Wellness campaign for 2021. Our goal was to create a look and framework that encouraged a sense of hope, calm, and mindfulness. The aesthetic is quiet and uncluttered, yet grounded by a strong foundation colour that ties back to London Drug’s Pharmacy branding.