WHAT I LEARNED

Design is often part of a larger journey. When goals are still taking shape, a solution may not resonate right away—though it can later become the catalyst for clarity.

I’ve developed hundreds of solutions over the years. Some moved forward immediately, others didn’t—and a few returned when the time was right. Here are a few.

Fashionphile

From Online To Feel and Touch

Creative Director at B+N

Fashionphile expanded from an online luxury resale platform to brick-and-mortar stores, offering customers an immersive experience with curated collections and personalized consultations. Sarah Davis, founder and CEO, shared, “There’s something special about being able to physically engage with a luxury item before purchasing. It’s a level of trust and excitement we wanted to bring to our clients.” This move strengthens Fashionphile’s presence in the luxury resale market by blending online convenience with in-store interaction.

Merchandising
and Impact

Choice, Organization, Volume,
“The Cage” Stock Room at HQ, Lighting

Authentication

Conveyer Belts

Shapes And Patterns

Forms and Textures

Materials

Modularity

Solution 1

The “Cage”

Solution 2

The Monogram Shop-in-Shop

Solution 3

The Conveyor Belt

Solution 4

The Pedestals Shop-in-Shop

Solution 5

The Middle Table Version

Mark’s

Mark’s Upscaling

Creative Director at B+N

Create a strong brand presence that is repeatable, functional, and highly interchangeable – all while creating a backdrop that not only accentuates the product, but is also unmistakably Canadian.

The Design Ethos

The Palette and Permutations

The Menus

The Permutations

Best Buy

Image is Everything

Creative Director at B+N

Best Buy’s retail philosophy focuses on providing a seamless blend of in-store and online experiences, making technology accessible and easy to understand. The stores offer hands-on interaction with the latest tech products, supported by knowledgeable staff who provide personalized guidance. Large, clean imagery of products throughout the store helps reinforce brand identity, making it easy for customers to recognize and connect with trusted brands.

The Dyson Section

The Beats by Dre Section

The Home Theater Section

The Modularity of System 1224

Batesville

A Living Memorial

Creative Director at B+N

Batesville’s philosophy behind their caskets and urns centers on “Celebrating lives. Beginning healing.” For more than 115 years, Batesville has crafted products that make funerals truly meaningful, helping families honor the lives of those they love. The redesign of their product presentation transforms a difficult situation into a gentle experience of love and remembrance, offering a soothing and comforting atmosphere for grieving families.

The Emotions
of Remembering

Simple, Friendly, Gentle, Pretty, Easy,
Nature, Flora