Gift Card Merchandising on LCBO.com
Promoted Sale and Brand Awareness for Au Lit Fine Linens
Au Lit Fine Linens offers beautiful and quality bed linens, with the promise they will ‘change the way you sleep’. Twice a year, the company holds their annual month-long Pillow & Duvet sale, traditionally advertised through print ads in the Globe & Mail, newsletter campaigns, in-store signage and online marketing. Appealing to a broader demographic, a pillow giveaway was offered to a lucky follower on Instagram
To promote this sale on Instagram, I created a campaign to connect a customers 'warm and fuzzy' feelings of bedtime moments to Au Lit Fine Linen's products.
Styling and art directing scenes of reading and enjoying cups of tea in bed, I photographed the Social Media Coordinator (thanks Jen!) lounging in Au Lit's luxurious pyjamas, pillows and duvets.
The visual identity created here — featuring simple vignettes and natural light — set the tone for photography's look and feel that is still used today.
Refreshed Brand Identity and Website for Honey B's at Home
Business card design featuring Honey B's refreshed brand identity.
Paige has an ability to quickly capture her client’s style with very keen observations and skills. Along with a very natural artistic eye and a talent for visual harmony and impact, she incorporated all elements of my wishes into a professional and beautiful site. Working with her on the project was a pleasurable, collaborative experience. Her suggestions completely took it to a standard of which I had never expected. The essence of who I am and what my vision of the site should represent was captured and balanced perfectly. My customers are amazed and compliments flow in constantly. I am completely grateful for finding her talents.
Proprietor of Honey B's at Home
Redesigned Archaeology Project Website for University of Alberta
Brand Identity for Real Estate Agent
Pulling from Laurie’s inspirations on Pinterest, I created a focused mood board which captured the visual direction of her new identity — elegant and sophisticated — to portray a knowledgeable and professional presence.
I explored options of interlocking ‘B’s — which emphasized the initial of the clients' last name — for the bold and architectural element she was looking for.
The client absolutely adores her new brand identity on all of her marketing materials — including business cards, signage, postcards and more.
I had the pleasure of working with Paige on my branding for my real estate business. Her detailed and thoughtful approach was excellent as she created a logo I love as well as a unique and impactful colour palette for my brand. Paige listened to my needs and wants and interpreted them beautifully. I receive many compliments on my branding all the time! My signs and marketing material stand out in a very crowded market thanks to Paige. I would certainly work with her again and highly recommend her services.
Real Estate Sales Representative
RE/MAX Aboutown Realty Corp Brokerage
Logo for Albertson's Flower Department
After a redesign of albertsons.com was completed, the client reached out to Critical Mass to also create a new ‘fresh flowers’ logo for the flower department both in-store and online.
After many creative rounds, I was brought on the project to bring in a fresh and ‘feminine’ design aesthetic. The client loved their new logo; simple, clean and witty treatment of the ‘O’ as a stylized flower.
Award-Winning Artichoke Magazine — Writings About the Visual Arts
For seven years, I organized the editorial content and designed the layout of the magazine which was published four times a year. I also approved the blue line of the sixty-four page magazine for final printing and communicated back and forth with the editor who lived in a different city via phone, fax and email.
During my time working on Artichoke magazine, it was recognized as Magazine of the Year at the Western Magazine Awards.
Brochure for USAA Clients' to Protect Home Against Wildfires
In addition to banking, USAA also offers insurance advice to their members who may live in areas at risk for wildfires. I designed this visually engaging brochure to promote awareness and persuade members to participate in the USAA Wildfire Defense Program—which involved a consultation and hazard assessment of their home & property.
The response was very successful and helped change the potential path of wildfires through members’ mitigation efforts. The design of this brochure was so well received by USAA that a similar version for windstorms was also designed (but sadly, not printed).
Vintage Saucer Ring Holder
Fleur Blanche published in WedLuxe magazine
Photo credit: Krista Fox Photography
Brand Mood Board
I created a mood board for the Heirloom Keepsakes brand — with a colour palette of soft whites, creams and golds with a hint of black for a bit of drama.
Sold in Anthropologie
I fulfilled a wholesale order of 450 vintage saucers ring holders with a successful 92% sell-through rate in thirty-five Anthropologie stores across North America.
Working with a manufacturer in China, I designed packaging for the one-of-a-kind ring holders. All pieces are accessorized with a tag and tied with a pretty bow to match the saucers main accent colour.
Booth Design for WedLuxe Wedding Show
I design and manage all aspects of the brand, including the website, styling and photographing all products and grow my social following through Pinterest, Facebook and Instagram.
Mini Dessert Dome
Fleur Blanche published in WedLuxe magazine
Photo Credit: Krista Fox Photography
For Sweets Tables
Each mini dome is custom made to reflect the brides' wedding colours/theme for wedding cake and dessert tables.
Botanical Bliss as seen on WedLuxe.com
Photo credit: Rhythm Photography