This was an exciting challenge to update a classic brand that everyone is familiar with. We were tasked to rebrand the mark and update the brand guidelines to be more contemporary, easy to ready and approachable. We used the scratch motion along with a soft, bold and legible font to create the identity. This was then carried out to all applications including how to apply the mark to the scratch tickets.

It was tricky since all the scratch cards are different and we had little control over what the design of the game looked like. We finally solved the puzzle and helped put some priority areas where the identity, mark and price were layed out.

Credits:

Creative Direction - Nick Richards
Design - Craig Lam
Copywriting - Kate Roland

Los Beans Coffee company required a rebrand to bring a distinctive character in a highly competitive market. After a research and strategy session with the company's staff and founders, the logo was created paying homage to their Mexican routes through the dahlia pattern and their industry changing practices led to the use of fire as a symbol of their roasting revolution.

The brand guidelines gave them the flexibility they needed and a piece of work that they were proud to show off, to help tell their story. The complete rebrand included logo / brand standards / point of purchase / photography and a website that was mobile friendly and integrated e-commerce to bring them into the future.

Other assets such as coffee bags, display stands, trade-show tents, and stationery were also created.

Credits:

Creative Direction / Design - Craig Lam
Copywriting - Cam Spires
Photography - David Tam
Website Design - Matt Corstophine
Website Development - Clay Pika (Thetis Media)

Pailin Chongchitnant is a YouTube chef with 1.7 million subscribers that have been asking for a cookbook for years.

Helping her to design and creative direct this project was an amazing experience. She was open and receptive to the many suggestions for managing the wealth of information she wanted to convey, while still capturing the heart and soul of Thai cuisine. It was part cookbook and part text book. 

This project took a year to complete and although she was going to self-publish at first it ultimately got picked up by Appetite Books which is a subsidiary of Penguin/Random House and is now being distributed world-wide. 

This book is now in it’s fifth printing and has won silver Taste Canada Award in the Cultural Cookbooks category.

Credits:

Creative Direction / Design - Craig Lam
Writer - Pailin Chongchitnant
Photography - David Tam / Art Chongchitnant
Publisher - Appetite by Penguin Random House

urLive is a video business-to-consumer digital solution that optimizes the customer journey and experience by using a no-downloads solution. It puts the customer directly in touch via chat, voice or video.

The urLive team wanted to have something that was fresh, energetic while still conveying connection and ease of use for their product and brand.

The logo, colour palette, fonts and were done in close collaboration with their development team to also ensure the best user experience when the customer used the product.

I had the opportunity to design and direct everything from concept and development of the logo, graphic standards and illustration (done by Sarah Piironen), to implementation of the brand through all the various media channels.

TELUS looked to our agency to develop a unique piece of direct mail that would standout in the mail and connect with the football fans. This simple postcard, use of a unique medium and short but meaningful headline delivered as requested, turned heads and helped people sign up for the NFL Sunday ticket event. This work has been recognized in Directory magazine.

Here are just a few selects I've picked out from the incredible amount of communications that we've produced for TELUS over the last few years.

All these examples lend themselves to the charming and clever character of TELUS answering the briefs precisely and turning a few heads in the process. 

Credits:

Creative Direction - Garnet McElree / Kyle Darbyson
Designer - Craig Lam
Copywriting - Matt Mitchell

The Port Mann Bridge wanted to help people understand how the new tolling system worked. One of the pieces we produced for them allowed the audience to immediately understand how the new label worked. By using a die-cut wifi symbol, the icon on the front connected the car on the cover to the computer on the inside page when the brochure was opened. A simple and effective visual way help people understand the technology through the use of bold colours and easily recognizable symbols.

The RMHBC Gala is an annual event in support of sick kids. RMHBC provides a home away from home while these children are being treated. We wanted to create a sense of wonder and magic at this event because "there's no place like home" but The House tries to make life a little more comfortable through tough times. The campaign included print / website / save the date emails and a program. The website had a countdown timer and sand that flowed through the hour glass as the event date neared. The save the date created a sense of charm by allowing the user to follow the yellow brick road to the event and the program guide allowed for you to step through the door into a fantastic world. 

Ronald McDonald House Manitoba is a charity that keeps families together by providing a place to stay for sick kids and their families while the kids are being treated. Every year the charity partners with a local mall to create an event that features fashion from the upcoming season and an opportunity to highlight the work and value of the house. We were tasked with creating a posters and brochures that were simple but delivered the message quickly. By combining high fashion and a child's curiosity and imagination the dress-up game became the perfect shot for our message.

Lululemon created a lightweight breathable jacket that could be used for runs on cold days and eliminates the need for a heavy, bulky jacket. We created an immersive Facebook Carousel experience for the release of the Run for Cold jacket in the Lululemon winter collection. By guiding the audience through the why and how we created the jacket, the audience could spend more time discovering the nuances of the story behind the product. The experience included video, 360 pans of vast landscapes and imagery; inspiring our audience to get out and run, even on the coldest days. 

Working with designers and art directors over the years at the lululemon production team I had was responsible for many in-store displays and mock-ups for proof of concept, packaging (shopping bags, boxes and hangtags), event assets (such as start and finish gates for races, signage, beverage labels, experiential stores and graphics) and digital asset production for campaigns such as the new footwear line, collaborations, and seasonal refreshes.

Having a depth of experience on production and design on a wide variety of mediums I’m able to help bring the idea to life and help identify pitfalls and other issues that might impact timelines and budget.

My goal as a production artist is always to deliver on-time with accuracy and make suggestions to enhance the creative while creating a sense of ease on the last part of the creative process that could otherwise be quite stressful.

Here are a few projects I’ve had the pleasure of being part of in the production process with lululemon.

Image 1
Digital Production for lululemon footwear

Image 2
Start and finish gates for lululemon 10k in Houston

Image 3
Window Decals for lululemon 20th anniversary Robson Street store (over 30 locations custom built for this event)