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.
THE WOODS PRIVATE LABEL
Building on The Woods’ growing private label family, this leather cross-body bag was meant to be a coveted item that reinforced the brand’s premium positioning. The outer materials are constructed from a high-quality leather, and it features an odour-absorbing inner textile for inconspicuous transport of cannabis products. Interior features include discrete storage areas, work surfaces, and an aircraft inspired buckle. Additional preparation accessories were designed to complement the private label consumables.
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.
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
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.
SUPERBLOOM FLOWER PIPE
Originally conceived as a ceramic chillum, this project underwent several design changes in form, material, and manufacturing process before landing on the final production specification as a blown borosilicate pipe. Available in 2 colors, this pipe features a large bowl, generous airway/cooling chamber to provide smooth draws. Custom designed and tooled using an offshore manufacturer with a depth of experience in the cannabis sector, this pipe also is packaged in a custom tube with color matched EVA foam.
Blina Bag
A custom project for Sick Kids in Toronto, this backpack was designed for children and has made a huge, positive impact to their lives. An integral part of a novel leukemia treatment, this backpack securely and comfortably carries around an infusion pump and IV bag so the child undergoing treatment can live a more normal life. The bag was designed based off many discussions and interviews with nursing staff and patient families. Multiple patterns were chosen to allow kids some autonomy and control with at least a part of their treatment.
SETSET – PSYCHEDELIC INTEGRATION TOOLS
SetSet was originally conceived to authentically bring physical product into the emerging psychedelic sector – a natural next step from cannabis. This brand stated as a simple, but thoughtful prompt-based card game to encourage more meaningful connection while under the influence. While developing and launching the game, it grew into a brand that built off it original purposes but with a greater mission to educate women about the safe usage for recreational and therapeutic applications.
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
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.
