Projects
Highlighted Projects
05
Tiara's and Tea Drag Brunch
06
Liberal Party — Sachit Merah
07
Palme
08
Photography & Extras
Project Overview:
In 2020, my collaboration with Rawdon Creek Soap Co. began as an e-commerce website redesign, blossoming into a holistic rebranding venture. The primary goal was to optimize backend processes while enriching the user experience for customers new to online shopping. Beyond functionality, the redesign aimed to captivate the target audience, breathing new life into the brand and encompassing a unified identity for various product lines, including soap and candles.
Client Background:
Established in 2017 by Travis and Ashley Pope, Rawdon Creek Soap Co. embarked on a soap-making journey using locally sourced Water Buffalo Milk. Their commitment to local materials and offering a health-conscious alternative due to family allergies laid the groundwork for handcrafted, small-batch soaps utilizing the cold process method. The clientele consisted mainly of mothers and artisans seeking alternatives for daily essentials and candles for various occasions.
Project Timeline and Milestones:
Spanning over two months from December 2020 to February 2021, key milestones included redesigning the website, packaging, logo, secondary brand components, social media strategy, advertising, verbiage, communicational elements, and photography.
Client's Challenges:
Challenges revolved around the existing backend e-commerce interface and the need to enhance customer understanding of the online shopping process. The objective was to transition to a more accessible platform with streamlined services for customer management, communications, accounting, invoicing, and dropshipping.
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Design Proccess:
Staying true to the brand, the initial design process incorporated the iconic Covered Bridge from the village, embodying a crafty, picture-realistic approach. Balancing femininity with versatility, the logo underwent three rounds of sketches and two digitalization revisions with font and color selection, resulting in vertical and horizontal renditions for different product lines, packaging, and secondary brand elements.
Rawdon Creek Soap Co.
A Journey of Rebranding and Success
Implementation of Branding:
Cohesive branding efforts showcased the handmade qualities of the product line, featuring social campaigns, a website reveal, and an enhanced user experience.
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Outcome and Success:
By early 2023, Rawdon Creek Soap Co. not only established a thriving storefront but also attracted collaborations from B2C and B2B entities, witnessing increased revenue both online and in-person. The team expanded, culminating in the owners deciding to sell the company.
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Challenges and Solutions:
Behind-the-scenes challenges included exporting product information, adapting coding, setting up product imagery, and educating the business owners on design principles. Collaborative efforts ensured a seamless transition and successful implementation.
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Client Collaboration and Learnings:
Despite initial concerns about communication skills, working with motivated clients Travis and Ashley resulted in a positive experience. A robust partnership and friendship developed, marking my inaugural freelance endeavour and igniting a passion for assisting entrepreneurs and creating lasting user experiences.
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Conclusion:
The Rawdon Creek Soap Co. project serves as a testament to the transformative impact of strategic design and branding. Evolving from an e-commerce website redesign to a complete business rebrand, the collaboration met objectives and significantly contributed to the business's growth and success.
SkyLounge Ottawa
Triumph as a Nightlife & Event Venue
Background:
In the vibrant landscape of Ottawa's nightlife, SkyLounge emerged in August 2020 as an ambitious event venue and nightclub, targeting a dynamic audience aged 19-26. However, the initial journey was marred by significant challenges, including high staff turnover, struggles in marketing, and the absence of a distinctive brand identity. In response to these hurdles, SkyLounge made a strategic move by bringing on board an individual with an extraordinary blend of skills, merging hospitality, design, and management.
Key Challenges:
Staff Turnover Struggles: A revolving door of staff hindered consistent branding and engagement with customers.
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Marketing and Branding Gap:
SkyLounge needed a unifying brand that authentically reflected its core values of safety, acceptance, diversity, and inclusivity.
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Operational Excellence and Event Planning:
The venue demanded effective management to ensure smooth day-to-day operations, impeccable event planning, and continuous customer engagement.
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Actions Taken:
Server and Social Media Manager:
Initially hired as a server, the individual's unique prowess in design and photography quickly turned heads. Colleagues sought their captivating content for promotional purposes, leading to the takeover of Skylounge's Instagram account. This initial role rapidly evolved, culminating in the elevation to General Manager after a mere eight months.
General Manager:
In the capacity of General Manager, this visionary individual transformed Skylounge into a beacon of user experience, emphasizing safety and acceptance. The successful tenure of eight months marked a pivotal transition as they seamlessly shifted to a Communications role at Ottawa Venues.
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Communications Role:
Assuming the role of Communications professional for Ottawa Venues, this multifaceted leader undertook comprehensive responsibilities, spanning operations, general management, creative direction, and strategic communication, solidifying their commitment to delivering excellence and captivating experiences.
Key Achievements:
Clientele Transformation:
SkyLounge underwent a remarkable metamorphosis, solidifying its position as Ottawa's premier nightlife destination. Celebrated for fostering a safe and accepting atmosphere, it became a magnet for a diverse clientele.
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Event Planning Mastery:
The individual showcased unparalleled event planning skills by orchestrating an array of large-scale events, ranging from political gatherings to funerals, displaying SkyLounge's versatility.
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Marketing and Branding Triumph:
Implementing a cohesive branding strategy, SkyLounge morphed into a brand that exuded freshness, sensuality, and inclusivity, firmly establishing its identity in the competitive landscape.
Introduction
Setting out on a new freelance adventure, I aimed to bring out the best in Erica Brighthill as a country music artist. This ongoing partnership is not just a multitude of projects; it's a heartfelt exploration, a creative pursuit, and a celebration of authenticity and creativity that resonates with users.
Erica Brighthill is an emerging country singer-songwriter. As a bilingual artist from Ottawa, Ontario, Erica is a captivating storyteller inspired by legends like Carol Ann King, Shania Twain, and Carrie Underwood. As an artist, Erica is constantly performing for various audiences, allowing her to be versatile in mastering her craft. Erica is constantly looking to improve her performance and grow as a performer; the brand likewise needed an update to reflect that.
The Challenges
Elevating Existing Branding:
Amid Erica’s artistic evolution, I aimed to elevate the existing brand components. It wasn't a complete brand redesign but a change in the direction of Erica's unique identity.
Voice and Tone Enhancement:
I wanted to push Erica's artistic voice, encouraging her to break free and be more confident as an individual and artist, allowing all creative elements to reflect.
Musical Journey Importance:
Erica's musical journey goes beyond the notes; it's a symphony of collaborations with renowned artists, students and mentors. Collaborations are not just about musical connections; they bring perspective and add dimension to oneself, allowing Erica’s artistry to grow further.
My mission was clear – not just cohesive branding but an elevation to her overall potential as an artist and Individual. This allows her voice and personality to echo authentically through all creative elements and engage/appeal to all users.
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Branding and Representation:
My approach to branding goes beyond just a visual identity; it's a real dive into individuality and what/how it elevates you from “competitors.” Erica is a feminist and an empowering country rock artist. From this, Erica and I carefully curated a palette – a mixture of new and old brand colours – soft pinks, blacks, whites, teal blues, greys, and light brown/tans.
Recent Projects
Photoshoot - "Bodies in the Basement":
This photoshoot wasn't just a planned snap shoot but a carefully crafted photo shoot portraying the message for Erica's newest single, "Bodies in the Basement." The pictures developed showcased her artistic prowess and the narrative of her single. This photoshoot also provided her with extra social media content, allowing a cohesive look/edit and increased photo quality.
Erica Brighthill
A Creative Symphony of Branding
Videography of The Men’s Worlds Curling Finals — The Patch Canada Concert:
As a forever learning creative, I ventured into the skills of videography and was hired to design a sizzle reel. It was shared on multiple platforms, inviting potential clients and audience members into the vibrant world as a performer. This allowed Erica’s following and potential bookings to see how her services could elevate one's experience.
Management and Marketing:
Guiding Erica through the intricate maze of bookings was not just about designing contracts and educating her in sales. Utilizing my skills and insights from the hospitality industry, I was able to mentor and provide Erica with tools to run/budget/plan successful bookings successfully. My leadership and mentorship have transformed her into a well-rounded individual on and off the stage. The encouragement and drive for success I share with Erica will not fade with our long-lasting partnership and friendship. This guidance and motivation led Erica to reach out and collaborate with Dallas Smith, increasing her self-confidence and self-worth!
Enhancing Brand Elements on Social Media:
The evolution of Erica's social media presence was not a mere strategy; Her entrepreneurial spirit, creativity, and feminist power found a home in every post, enhancing the overall user experience and connection with her diverse audience.
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Results
After diving into our recent projects, the outcomes go beyond just numbers and data. They shout success! Social media is buzzing with more interaction, and Erica's brand shines with her artistic and entrepreneurial flair, elevating the overall user experience.
Future Initiatives:
Looking ahead, we're excited about exploring new territories. This marks not only the peak but also the beginning of a long-lasting partnership. The adventure goes on as we seek opportunities for collaborations, bookings, and enhancing Erica Brighthill's presence in the captivating world of country music.
Return on Investment:
My services are not mere representations; they encapsulate the very essence of Erica through graphic design, photography, videography, sizzle reels, and advertising.
This isn't just a case study; it's a testament to a transformative collaboration that has yielded a significant return on investment. The partnership, mentorship, and utilization of my services have not only elevated Erica's brand but have become a resonating chord in her continued success in the music industry.
