Projects
Joel Yatscoff Product Developer
j
oel.yatcoff@gmail.com
About
I bring bold ideas to life by transforming complex challenges into creative, impactful solutions. As a seasoned Creative Director and Senior Designer, I specialize in product and packaging design, brand development, and retail experiences. With a passion for innovation and a keen eye for detail, I have built a career rooted in excellence— collaborating with leading international brands to craft compelling, resonant designs that leave a lasting impression.
Achievements
• 2025 Project Management Professional (PMP)
• 2017 XPRIZE – Bold, Epic, Innovator Award
• 2015 James Dyson Award
• 2004 Good Design Award
Hobbies
joelyatscoff.com Sailing Cooking Vintage Cars
2017 - 2018 Head of Product Development
Tokyo Smoke
2018 - 2019
Director of Product Development
Future State Brands
2019 - Present
Creative Director & Senior Designer
Burning Tree Design Inc.
Core Responsibilities
Innovative creative director, senior designer, and project manager driving product development, packaging design, and retail support for diverse industries and clients like Mejuri, HUGE, Joseph Mimran & Associates (JMA), The Hospital for Sick Kids, and Monstercat, Led all aspects of the design process from concept to launch.
QUALCOMM TRICORDER XPRIZE
A project of a lifetime. Vitaliti was one of seven entries into the Qualcomm Tricorder XPRIZE competition. Designed by Cortex Design Inc. for client Cloud DX, this system continuously monitors the 5 vital signs and can diagnose 16 medical conditions ranging from Hypertension to LDL Cholesterol and Hepatitis A. Intended to de-skill medicine, this Vitaliti Tricorder is designed to be very simple to operate from a product design and UXD perspective. Competition requirements limited the overall device weight be less than 5lbs.
CALLA MULTI TOOL
Inspired by a rolled joint, a Calla lily, and Georgia O'Keefe paintings, this multi-tool is packed with function. The large flared end functions as a bowl scrape and funnel to scoop up ground cannabis to fill pipes, joints, pre-rolls, or vaporizers. The "stamen" can be removed and used as a poke for clearing out airways in pipes, and the flared end can be used as a tamp.
DOT INFINITY GRINDER CARD
Grinder cards are an essential on-the-go tool for Cannabis preparation. This innovative design uses a variable, gradient matrix of holes and "pins" to allow for coarse to fine grinding to better tailor a grind to the consumption method. Fine grinds are used for vaporizing, while coarse grinds are used for pipes. A mix of coarse and fine is better suited for rolls. As a pattern, the holes also create a beautiful pattern where the metal seemingly transitions from porous to solid along its width.
HEMPATHY
A line of hemp-based body care products aimed primarily at women. Lotion, facial scrub, face serum, eye cream, and a lip balm are all thoughtfully curated to provide a broad spectrum of care for skin. While the packaging is simple, it was selected specifically to meet an aggressive retail roll-out plan, be highly approachable, and meet mass-retail packaging requirements.
VAN DER POP PATIENT WELCOME KIT
The patient welcome kit for WeedMD's partnership with Van der Pop. This project is a nod to the classic shoe-box-as-stash container. Contained within was a curated unboxing experience starting with the bi-fold information pamphlet presented on a tray. Once removed, the new patient is then presented two strains of medicinal cannabis and a curated collection of branded accessories.
COSMETICS PACKAGING (INFLUENCER KIT)
To launch this new cosmetics brand tailored for BIPOC audiences, a carefully curated selection of products was assembled into an influencer kit. The project faced constraints, including a tight timeline, a limited budget, and small production volumes, while still aiming to deliver a premium unboxing and brand experience. The final design features a distinctive double-slider opening mechanism, tiered product trays, and a large, single-fold brochure that introduces the brand and its offerings. To enhance intrigue and visual appeal, the brand’s monogram was incorporated into a patterned design
HIGH TECH DEVICE PACKAGING
This project was designed for a large high-tech client in the US. With analytic devices costing up to $1,000,000, the exterior packaging needed a facelift to better align with the company values, product performance, and cost. A wholistic approach was taken where the packaging was just one part in the post-sales and product delivery journey. Sustainable approaches using PCW materials and end-of-life considerations were incorporated into every packaging decision.
HOLD FAST SAILING
An online ecommerce brand that sells physical and digital products to sailing enthusiasts. This project included the development of the brand, website, digital and physical products. The logo was specifically designed to easily translate into physical product. The core product line of sailing themed, limited-edition posters designed to celebrate sailing vessel class insignia as artwork. Each poster included a hardcopy certificate of authenticity (CoA) and legend to add to the purchase and unboxing experience. Line extensions included a full digital download of the insignia repository.
CRUUZY RETAIL DISPLAYER
A value driven retail displayer for a cannabis brand launch. As with most retail sales support assets, displayers need to adapt to a changing catalogue of products as the new product introduction (NPI) process with provincial regulators can have long lead times. This display utilized 4 different movable display elements that could showcase, 1, 2, 3, or 4 different SKUs at any time. This flexibility ensured the display could grow as the brand added more product to its line.
GENERAL ADMISSION RETAIL DISPLAYER
Utilizing a direct print acrylic construction, this high value displayer was designed to last many product launches. Representing elongated tickets, each ‘stand’ had a small recess that allowed for multiple display platforms to be secured easily (for tubes, boxes, or pouches). Further, rare-earth magnets allowed for product descriptors to be easily attached into place for simple product swapping with minimal fuss.
EDITION ROLLING TRAY SET
This rolling tray set was designed to be minimal but still highly functional. Nesting neatly into a small tabletop set, the individual ‘trays’ separated the functional areas for cannabis usage: rolling, preparation, and consumption. Designed for a Toronto-based cannabis retailer, the entire designed was produced using local artisans within 50km of its eventual retail home. The lower tray was a milled Corian, the middle tray a milled maple, and the upper ashtray was a compression formed porcelain.
SWEETWEED
A licensed producer of cannabis in the Canadian market wanted to develop a brand that evoked memories of late 70’s and early 80’s pop culture references while also celebrating the historically stigmatized culture. The name, corporate registration, and website had already been purchased ahead of any design activities, so the development needed to work within these constraints. The project included creation of the branding, website, hardline private label products, creative exploration of future product launches, vanity and compliant packaging and labeling.
Monstercat is a Vancouver-based electronic dance music (EDM) label. Their ecosystem consist of artists, events, rich media integrations, and for their fan-base merchandise. While apparel is the most common type of braded product, Monstercat desired a broad selection of products including tapestries, challenge coins, key caps, and bottle openers. These varied products we designed, sourced, sampled, and produced for Monstercat’s 2023 product release.
PRISMA
Inspired by Finnish ‘himmeli’, this versatile wall decor is designed to both hang as 3D shapes but also be disassembled and clip to walls using the enclosed clips. The popularity of this product spurred an entire family of similar products. This product has been in Umbra's product line since 2013 which represents a massive success story.
VOLTERA V-ONE
A revolutionary rapid prototyping circuit board printer. This project involved taking a working engineering prototype and giving it a form that would be ready for crowdfunding and consumer's homes. However, this was not simply a styling exercise, there were many mechanical design revisions aimed to reduce bill of material (BOM) costs.
This design was a recipient of the James Dyson Award in 2015.