Toronto-based Brand Designer & Creative Director
Brand systems, creative direction & campaigns
Homebase
Building and scaling the brand
Since joining Homebase in 2021, I’ve helped lead the evolution and scaling of the brand across all major touchpoints.
From guiding the visual rebrand to building comprehensive brand and web systems, my role has focused on creating structure and clarity as the company grows. I’ve worked alongside, and at times managed, designers, copywriters, and external partners to execute campaigns across digital, print, video, web, and email, ensuring the brand remains cohesive, adaptable, and built for long-term scale.
In 2024/2025, I led a full rebrand of Homebase to reposition the company for its next stage of growth. I drove the work from the inside: shaping strategy with leadership, partnering with Bruce Mau Design on the new identity, and owning the system build and rollout across every channel.
The goal was to reflect how far the company had come, from an early-stage scheduling tool to a comprehensive platform powering thousands of growing teams. We introduced a more confident, energetic visual language and a new brand platform, "Unstoppable teams start here," designed to signal momentum, scale, and ambition.
The rebrand focused on elevating the system, not just the look, ensuring the identity could flex across campaigns, product marketing, web, and emerging channels while clearly differentiating Homebase from competitors.
Where the rebrand set the foundation, the campaigns are where the brand actually came to life. I've had a hand in every stage of the work, from early concepting and art direction through to designing the final assets across digital, video, print, and social. Much of the creative here was designed in-house, some by me and some by the team I direct, with the idea carried through production so what ships stays as sharp as what was pitched. Campaigns, paid ads, and social content are also where the brand keeps evolving, so much of what started as a one-off execution has worked its way back into the system as a permanent part of how Homebase looks and sounds.
