Founder, Creative Director

SIGNA
JUNE 2025 - PRESENT / TORONTO, CANADA

SIGNA is my brainchild — a design studio born out of years of experience, ambition, and a love for doing things the way I believe they should be done. I launched it to serve clients who want more than cookie-cutter sites or bland branding — they want bold statements, intentional strategy, and craftsmanship. What I lead / deliver there:

• Full stack creative direction: from brand identity and visual systems to UX, UI, and digital presence
• Custom WordPress websites — with attention to scalability, performance, and client needs
• Integrated design + copy approach — aligning messaging and visuals from day one
• Client management: scoping, pitching, feedback loops, and delivering beyond expectations
• Process building: setting standards, workflows, and quality controls so SIGNA feels “tight” even as it grows
• Curating projects that excite me: ones that let me push boundaries, tell meaningful stories, and make an impact

SIGNA isn’t just a company — it’s my vision for what creative work should feel like: smart, polished, meaningful, and personal.

Design & Marketing Coordinator

HOSPICE NIAGARA
FEBRUARY 2025 - PRESENT / ST. CATHARINES, CANADA

Hospice Niagara is a nonprofit providing palliative and hospice care throughout the Niagara region. They offer in-home supports, grief programs, day-hospice services, and run a 10-bed residential hospice (the Stabler Centre) for those in their final weeks. Their offerings are free to clients and are funded in large part through donations, grants, and community support. As the Design & Marketing Coordinator:

• I develop visual and written materials (digital and print) to help tell Hospice Niagara’s story, raise awareness, and strengthen community engagement
• I coordinate campaigns — from concept to execution — across platforms like email, social media, newsletters, etc.
• I work closely with clinical, volunteer, and administrative teams to ensure our communications are compassionate, accurate, and aligned with our mission
• I help to plan and support fundraising events and community outreach (creating collateral, event branding, digital promos)
• I’ve adapted to working in the nonprofit space — where budgets are leaner, the messaging needs more heart, and every design decision carries weight

Founder, Creative Director

DIGILAB
SEPTEMBER 2020 - JANUARY 2025 / TORONTO, CANADA

Digilab is my passion project and digital atelier — a web shop I started to serve small and medium-sized businesses that wanted custom, thoughtful WordPress websites. In that role:

• I led every phase: from discovery and design sketching to development, deployment, and maintenance
• Crafted custom WordPress themes and templates, tailored to each client’s brand voice and needs
• Managed client relationships, defined project scope, and handled budgets
• Oversaw branding, UX/UI, responsive design, performance optimization, and content strategy
• Acted as copy editor / content guide (where needed) to ensure messaging aligned with design
• Learned how to run a small agency: juggling multiple projects, hiring freelancers or contractors, and scaling processes

Digilab was the place I got to realize my vision — combining technical skill, design sensibility, and entrepreneurship.

Design & Copy Lead

CSC GENERATION
SEPTEMBER 2017 - SEPTERMBER 2020 / TORONTO, CANADA

CSC Generation (also stylized as CSC / Generation) is a multi-brand, tech-driven retail holding company that acquires, revitalizes, and scales eCommerce / retail brands. Their portfolio includes brands like Sur La Table and Backcountry.

At CSC, I began as an email marketing designer — but soon evolved into the full Design & Copy Lead role. Essentially, I owned the full lifecycle of email campaigns across seven retail brands, sending two emails per brand twice daily (so 14 sends/day across the portfolio). My responsibilities included:

• Designing email templates, imagery, and layouts
• Selecting and curating products for each send
• Writing or editing all email copy (headlines, bodies, CTAs)
• Coordinating with brand teams to align voice and promotions
• Optimizing campaigns via A/B testing, performance metrics, deliverability
• Ensuring each brand’s email presence felt consistent yet distinct

This role taught me a lot about scale, efficiency, and voice. When you’re sending dozens of emails per week across multiple brands, you have to be nimble, consistent, and strategic.

Creative Director – Interactive

SAM BROWN HEALTHCARE COMMUNICATIONS
JANUARY 2015 - JANUARY 2017 / TORONTO, CANADA

Sam Brown Healthcare Communications is a full-service agency focused on life sciences, biotech, pharma, and healthcare communications. In 2024, the agency was acquired by consulting firm Blue Matter, adding strategic communications depth to their portfolio.

At Sam Brown, I stepped into a leadership role working across disciplines, geographies, and complex industries. Here’s how it went down:

• Managed a distributed team — designers, developers, copywriters, scientific writers — across multiple time zones
• Oversaw the creative and technical execution of custom WordPress sites for Fortune 500 / NASDAQ-listed clients
• Integrated real-time stock tickers / NASDAQ data into investor sites and dashboards
• Directed branding, UX, interactive design, and motion graphics efforts
• Liaised between scientific stakeholders, compliance/regulatory review, and digital teams
• Stayed on top of biotech / pharma trends and translated technical content into clear, engaging designs

It was a high-stakes, high-reward gig — where I merged creative leadership with technical oversight, in a domain where precision really matters.

Sr. Multimedia Designer

ENGINE ADVERTISING
APRIL 2012 - DECEMBER 2014 / TORONTO, CANADA

Engine Advertising is a full-service new media / digital agency based in North York, ON, focused on pushing creative and technical boundaries in digital marketing, ads, and branding.

Joining Engine was my first splash into agency life — it was fast, creative, and challenging. I leveled up my skills across multiple disciplines there:

• Built custom WordPress sites (design + development) — from theme work to plugin tweaks
• Led branding and packaging design projects, crafting visual identity systems for print and product
• Produced motion graphics pieces (animations, banner ads, promotional media)
• Managed client expectations, collaborated with copywriters, developers, and account teams
• Balanced deadlines, scope changes, and creative refinements — the agency hustle

Working at Engine taught me how to juggle multiple roles at once, sharpen my problem-solving instincts, and deliver under pressure. It was where I began to see design as both art and service.

Intermediate Graphic Designer

ALLMMAX NUTRITION
FEBRUARY 2011 - DECEMBER 2012 / TORONTO, CANADA

ALLMAX Nutrition is a Canadian supplement and sports-nutrition company known for formulating and testing products right here in Canada.

At ALLMAX, I wore many hats — I was the “jack of all trades” in the design department. Here’s what that looked like:

• Designed early web pages (tables, HTML/CSS layouts)
• Created promotional motion graphics (for MySpace pages, banner ads, digital assets)
• Handled branding elements, marketing visuals, packaging support
• Worked directly with marketing and product teams to bring campaigns from concept to execution

It was a wild but rewarding period. I got to stretch across print, web, motion, branding — and sharpen my versatility.

Pre-press Designer

ANSTEY CANADA
SEPTEMBER 2007 - FEBRUARY 2011 / TORONTO, CANADA

At Anstey, one of Canada’s storied bookbinding and finishing houses (founded in 1882), I immersed myself in the romance of print — the scent of ink, the crispness of freshly cut paper, the mechanical poetry of the Heidelberg windmill.

During my tenure, I:

• Prepared and optimized artwork for offset, ensuring colour fidelity, trapping, imposition, and plate production
• Collaborated with bindery teams to understand finishing constraints and align design intent with real-world production
• Troubleshot file issues (overprints, transparency, mis-registration) and made them press-ready
• Learned hands-on about the printing pipeline, from prepress through folding and binding

Working at Anstey was where I truly fell in love with the tactile magic of print. Where design meets machinery, and every sheet feels alive.

OCAD University

Bachelor of Design (B.Des.), Graphic Design
JANUARY 2010 - APRIL 2013 / TORONTO, CANADA

I earned my B.Des in Graphic Design at OCAD U, where I immersed myself in the fundamentals of visual communication — typography, color theory, layout, and visual systems — while experimenting with motion, interactivity, and print processes. The curriculum pushed me to think conceptually and execute technically. I worked on projects ranging from editorial design to interactive media, collaborated in crits with peers and faculty, and developed the creative resilience needed for professional design work. That three-year period was a foundational launchpad — where I went from knowing a little about design to thinking like a designer.

Centennial College

Diploma, Graphic Design – Media
SEPTEMBER 2005 - APRIL 2007 / TORONTO, CANADA

Centennial was where I got my hands dirty with design — literally. It was all about learning the craft: layout, typography, color, and production. I explored everything from print and packaging to digital design, animation, and basic coding. The program was very practical and industry-focused, so I spent those years mastering the tools and processes that make good design actually work. It’s also where I started experimenting beyond the brief, which later shaped how I approach creativity — curious, technical, and always pushing the edges.