Projects, Photo, About

Square: Staff Products
Unifying Square's Staff products into a coherent ecosystem

2022-2025

Brand, Web, Animation, Art Direction


Square powers more than four million sellers, from solo entrepreneurs to international chains. Across its product ecosystem, visual coherence isn't just aesthetic: it's how customers understand that everything works together.

I designed across Square Payroll, Advanced Access, and the broader Staff suite to build that coherence from the ground up, remixing brand elements into fresh combinations, driving consistency across key touchpoints, and owning visual design through Payroll’s full repositioning, from renewed strategy through launch.


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Square Gift Cards

Injecting play into Square's gift card collection

2025

Illustration


Square's gift cards are a practical product, a way for small businesses to offer something personal to their customers without the overhead of custom design. 

Working independently from concept to illustration to copy, I designed a whimsical illustration system, seasonal enough to work year-round, with a distinct storybook visual language and messaging to match. The small business copy, Shop Small, Support Local, was a deliberate strategic choice, rooted in Square's broader pivot toward neighbourhood commerce and familiar faces.

China Guide

2025

Just For Fun


A personal project born out of trips to China and a growing stack of notes. Use at your own risk.

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Mitsubishi North America
Keeping a legacy auto brand culturally present

2021-2022

Campaign, Art Direction, Motion, Social


Mitsubishi Motors has loyal fans and a broad North American market, but a complex product story to tell across an ever-expanding range of digital formats. 

I owned creative across campaigns, sponsorships, and platform-specific executions, presenting concepts directly to the client and seeing them through to launch. Standout work included motion explainers built around real consumer questions, making a technical product feel approachable. Several social concepts grew into recurring series, shaping the brand's ongoing content rhythm.

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GoodCell
Translating complex science into a trustworthy consumer brand

2021

Brand, Web, Campaign


GoodCell is a biotech startup asking consumers to make a deeply personal health decision: storing their own cells against future disease. For a young brand in a complex category, credibility had to be earned through design. 

Working closely with a small creative team at Critical Mass, I helped build out the brand's full suite of applications: web, social, email, and campaign materials. The visual direction balanced scientific authority with warmth, leaning on considered photography and a system of infographics that translated dense content into something sleek, clear, and distinctly GoodCell.

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Kome Yogurt

Crafting a culturally rooted identity

2022

Brand Identity, Art Direction, Illustration



Kome Yogurt introduced something new to Toronto: Asian-inspired yogurt drinks rooted in ingredients like purple rice, black sesame, and matcha. 

As the sole designer, I developed the full identity from independent research, cultural references, and a direct founder relationship. The central design challenge was balancing cultural specificity with accessibility, and elevation with warmth. The resulting identity draws on hand-drawn illustration, rounded sans-serifs, and a considered colour palette, forming a visual language that honours its East Asian references without losing its sense of joy.

Sensibill
Designing for banking-grade credibility

2021

Brand, Art Direction, Motion


Sensibill was a Toronto-based fintech using machine learning to help financial institutions better understand their customers, later acquired by Q2 Holdings in 2022. 

As a visual designer, I contributed to the full breadth of the company's visual output over two years: sales decks, social assets, webinar materials, event branding, swag, and internal communications. 

The subject matter was often dense: machine learning pipelines, ethical data frameworks, and receipt digitization, requiring a visual clarity that a B2B audience could understand and trust.

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Modern Man

2020

Illustration


Modern Man is a personal project inspired by Arcade Fire’s track of the same name, created to celebrate the 10th anniversary of the  album, The Suburbs.

The series of illustrations explores the monotony of everyday life, collective existential anxiety, and a seemingly unending pursuit of the American Dream. 

Printed and bound as a zine.

Sidetracked

2023

Brand Identity, Illustration


Sidetracked is a Subtack covering music, film, and culture.

I developed the creative direction and executed across logo, header, and illustrations.

Jen Moon

2022

Design
Design and promotional photography for Toronto-based musician Jen Moon’s new single, 136.

Single cover photo by Andrew Lee.


Suspended in Acid

2022

Illustration, Animation

Suspended in Acid is a techno DJ show founded by Tanya Sahni.

Tanya and I were inspired by Japanese and suburban horror; the set of three moving illustrations are primarily created for Mix covers and social media promotion usage.

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