I’m a Toronto-based designer specializing in brand identities, campaigns, and crafting digital forward experiences.
Safe Software
Background
Safe Software uses their FME software to capture spatial data and provide endless ways for their customers to interpret, analyze and visualize their data like never before. But their branding wasn’t communicating the breakthrough nature of what they do and there was a visual disconnect between their masterbrand and product design.
Idea
The design system was centered around a newly created circular symbol to represent the idea of data capture, while unifying the overarching Safe Software brand and their FME product. Through deep collaboration, we crafted a new brand platform, 'life to data,' capturing the essence of unlocking data's true value. Our design system, anchored by a circular symbol representing data capture, unifies Safe Software and FME across all touchpoints including typography, collateral, digital experiences, and office wayfinding.
Closely collaborating with Safe Software’s team– I was asked to lead an internal rebrand walkthrough for Safe’s creative department in order to ensure rollout success and conceptual understanding.
In January 2024, Dale Lutz, one of Safe Software's two co-founders, decided to cash out and sell his company shares for an estimated $200 million-plus. The Safe Software team estimates that the rebrand and relaunch contributed towards doubling the value of his shares, which were valued at around $100M before the rebrand took place.
Credits
Created at One23West
Creative Director: Jeff Harrison
Lead Designer: Lenny Kai Yang
Motion Designers: Jesse Shaw, Max Littledale
Writer: Kyle Waye, Schvonne Mckinney
Digital: Justin Close, Tori Chippindale, Joshua Mann
Peak of Data Integration Conference: Lenny Kai Yang, Claudia Deneault Robillard
Peak of Data Integration Conference, Digital: Tori Chippindale, Jordan Mill
Year
2023–Ongoing
NoFrills
Background
When it comes to dominating the Canadian grocery market– NoFrills has a lot to prove. Their commitment to giving Canadians the best value. After the success of their Hauler’s campaign, they needed a new campaign to bring their politics up to speed with the rising cost of living and food prices.
Idea
One23West’s campaign “The NoFrills Thing To Do,” was driven by NoFrill’s doing the right thing by introducing 3 new value propositions: Fresh Guarantee (if it’s not fresh it’s free), Throwback Prices (select items that are pre-pandemic pricing), and Raincheck + Points (if it’s not in stock, you get the current price + PC Optimum points). We created a bold new approach on introducing these values creating something fun and energetic.
As a part of the brand refresh– I was asked to present to an internal townhall on the new platform and design system and answer any internal brand team questions to ensure consistency in design and rollout.
Credits
Created at One23West
Executive Creative Directors: Mo Bofill, Bryan Collins
Creative Director: Steven Kim
Designers: Lenny Kai Yang, Shaun Samson, Ming Mikaeo, Jake Lim
Writer: Kyle Waye
Year
2023
Shoppers Drug Mart Beauty
Background
Shoppers Drug Mart came to One23West to help solidify and create a design system for their Beauty department. Their previous logo lacked the confidence in their identity and felt like it misrepresented their audience and offerings.
Idea
Needing to speak to a wide range of Canadians– we came up with the brand platform of “every facet of beauty.” We celebrates every life stage – showcasing every facet of who we are throughout our lives. Each facet reveals slivers of beauty - whether we're celebrating diversity of gender fluidity, body positivity, skin colour and skin type or showcasing one's first discovery of a lip gloss. We’re here for the progression of life and beauty. Whether you’re 90, 19 or caring for a 9-month-old, we’ve always been a trusted place that offers value to people of all ages. This bold, dynamic new look showcases the excitement of an ever-changing product array and shifting trends. And no matter what life stage they’re in, there’s always something new to discover. Our design system uses the current Shoppers Red & Blue which reflects those very facets for endless possibilities. A custom wordmark was crafted to highlight the openness of the brand but also hold weight on its own to show confidence and maturity.
Credits
Created at One23West
Creative Directors: Mo Bofill & Teresa Tam
Lead Designer: Lenny Kai Yang
Motion Designers: Jesse Shaw & Erin Prysiazny
Writer: Liz Allemang
Year: 2023
BC Children’s
Hospital Foundation
Background
BC Children’s Hospital Foundation needed a rebrand and refresh to gain new donors. Targeting millennials to carry on the legacy of ongoing donations in order to provide the best care possible.
Idea
One23West helped to create a new brand platform— Small is Mighty. Never doubt what small can do. Nothing groundbreaking or world-changing starts that way. It starts small. One child. One scientific hunch. One dollar. One small step at a time, that grows into something big—something that can save lives. As the existing needed to be retained, we working around the current logo by creating a new lockup for our brand platform centred around Queens Compressedd by Kilotype. The design system needed to be flexible– email marketing assets, print, digital, and donor material. With that in mind, a toolkit of assets such as background patterns, colour combinations, type usage systems needed to come into place in order for their internal team to use with flexibility and ease.
Credits
Created at One23West
Executive Creative Directors: Jeff Harrison, Mo Bofill, Rob Sweetman, Bryan Collins
Creative Director, Writer: Kate Roland
Lead Designers: Lenny Kai Yang, Jake Lim
Shine Magazine Designers: Carol Hung, Lenny Kai Yang
Year
2022
Netflix: The Most
Background
Netflix wanted to create a social channel for the LGBTQ2S+ community. The brand needed to feel inclusive and welcoming.
Idea
Our approach at Public Address was creating an inviting and embracing environment that was honest, raw, and quirky. Inspired by the chromatica movement– the Most’s humanist wordmark was created in a rounded bubbly treatment to show the varying degrees of body types in the LGBTQ2S+ community. The fluidity of the background aided the overall design system in making expression feel fluid. A toolkit was created with various treatments to help aid the internal design team on creating quick assets for social media.
Credits
Created at Public Address
Creative Director: Jacqueline Lane
Design Director: Elliot Vredenburg
Designer: Lenny Kai Yang
Year
2020
Waste Management
Background
Based in Houston, Texas, as a maturing and household name for waste solutions, Waste Management wanted a brand refresh. Their aim was to lean towards their environmental stewardship and be a leader in their category.
Idea
Launching in 2022 as “WM,” the rebrand brings itself to a new era where they are seen as category leaders with sustainability at the forefront. Working closely with their internal team, an undertaking of overhauling the brand from top to bottom required rethinking of brand guidelines, social and video content, a brand introduction reel, content strategy, illustration directions, internal templates, and Thought Leadership branding. The results was a clear, yet comprehensive rebrand with a confident design language rolling across all touchpoints from social to physical branding of their truck fleet as well as their lineup of dumpsters.
Credits
Created at Public Address
Creative Director: Chris Braden
Lead Designer: Anastasiya (Annie) Milova
Designer: Lenny Kai Yang
Year
2020
Fairmont
Background
The Fairmont Western Mountain Region brand was officially launched six years ago, via a tactical campaign website. The focus on the website was to prioritize the benefits of the destination by connecting travelers with relevant commercial and tourism partners, and by launching seasonal campaigns that drove traffic to this specific website.
Idea
Fairmont hotels offer unrivaled presence. The Fairmont brand promises top notch service, everything at your fingertips in charming, grand hotels that honour history and communities they’re embedded within. In the Western Canada region, each Fairmont location (Banff Springs, Chateau Lake Louise, Jasper Park Lodge and Chateau Whistler) is an unforgettable grand hotel in the heart of a unique destination—in the centre of a remote national park, beside one of the most photographed lakes in the world, at the base of one of the world’s most awe-inspiring ski hills.
The opportunity exists to revitalize the brand to ensure the regional brand is telling a broader story that not only includes its awe-inspiring surroundings in the destinations they operate in, but to also put more emphasis on telling the story about the hotels themselves. Invigorating the Fairmont’s Western Mountain Region brand known as THIS IS CANADA weaves together the Fairmont brand promise and the four resorts, ensuring that visiting and experiencing a Fairmont resort is seen as the only way to travel to the Western mountain region of Canada.
Credits
Created at One23West
Creative Director: Jeff Harrison
ACD: Eric Seymour
Lead Designer: Lenny Kai Yang
Writers: Jason Perdue, Jessica Liew
Year
2021