Mel Smith / Sugarbutter Creative

Under new leadership, The MacLaren Group tasked me with refreshing their sales and marketing materials. I created this series of feature sheets and case studies, as well as new business cards and postcards to promote their services and showcase client testimonials. Materials were designed for both digital and print, and I recreated the case study design on Canva as a template for the sales team to fill in new cases as needed.

As part of its quarry application process, the Aggregates Division at Walker Industries needed to produce materials to educate neighbours and community partners on how quarries work, from application through to rehabilitation. I designed and wrote copy for a booklet handout, as well as large-scale posters and a quarry operations info sheet for public meetings.

In a similar fashion, the Environmental Division needed materials to educate the community on its Renewable Natural Gas and composting facilities. I designed info sheets for digital and print.

After the launch of a new logo, I was tasked with building and executing a new signage strategy for all 65 Walker sites across North America. I proposed a strategy which included interior signage concepts to build on our new brand and legacy, as well as exterior signage for entrances and wayfinding to not only elevate the new brand, but to increase visibility and provide clarity to visitors.

I designed each and every sign, and personally sourced and managed outside vendors to manufacture and install at all sites.

These are some of my favourites.

Walker Industries approached me to create print materials to help launch its new GrowBetter Gardens brand. The launch included internal messaging for employee engagement as well as materials for trade shows.

Global Vintners Inc. needed visuals for a new limited release wine kit — VineCo’s Reverie Rosé. I designed the bottle label and supporting marketing materials including a feature sheet, email banner and social media graphics.

Global Vintners Inc. required visuals for new light wine kit varietals under its Vineco and Winexpert brands. I designed bottle labels that played off of existing branding with a lighter twist.

Global Vintners Inc. requested a website refresh for its Wild Grapes product line with the purposes of updating imagery, introducing the product, and directing traffic to its Amazon store front. The refresh included creating a new simplified template and updating imagery and content to suit.

I created a series of feature sheets to promote partnership and funding opportunities for Brock University which were used by the Office of the President, and Development and Donor Relations. This included graphic design and copywriting for materials for internal stakeholders to leave behind when attending meetings locally and across the globe. In addition, working off of an existing design, I created a booklet for members of the Government Relations, Community Relations, and International teams to promote Brock’s programming and its many partnership activities.

I was approached in 2020 by a new heavy civil construction company—UrbanLink—to design a logo to elevate the name and make it stand out from its competitors. From there, I designed their website, vehicle wraps, and large-scale signage for job sites.

Acknowledging the need for an online presence, Jewellery by Michael asked me to build a website to reflect the quality of their products, and the comfort and care provided with their service. I designed the website in alignment with the existing brand, taking into account the atmosphere and aesthetic of the brick and mortar retail store.

Walker Industries released its first ever Corporate Sustainability Report in 2019 for the previous year. I designed the 30-page booklet for print and digital use, and wrote most of the copy in collaboration with employees across the company’s three divisions.

Walker Industries needed a new backdrop to showcase its N-Rich brand at trade shows and conferences. The design incorporated a new look and feel aligned with the brand’s new website.

The International Learning team at Brock needed handouts and a poster board for their Study Abroad Fair. The purpose was to provide a brief explanation of the international opportunities available to Brock students, and to direct them to the website for more information. I designed and wrote copy for the poster and postcards, and included a QR code to drive traffic to the International Learning website.