05/27/2026
🐦⬛Current Project
Not every branding project has an obvious visual solution.
One of the projects I’m currently developing is for The Wilson Institute for Canadian History — an organization rooted in the founder’s vision of rethinking Canadian history through a broader, more contemporary lens.
Which means all the usual go-to Canadiana history visuals are pretty much off the table. I’ll need to dig a little deeper for this one.
Projects like this require exploration before design even begins. Through questionnaires, discussion, and visual exercises, the goal is to uncover something more thoughtful, nuanced, and aligned with the organization’s mission.
Direction isn’t always linear.
A guiding idea in this work comes from the late great Walter Gretzky:
“Skate to where the puck is going, not where it is.”
It’s been an inspiring project to research and develop, and I feel genuinely grateful to be part of it.
The best branding work doesn’t come from assumptions.
It comes from understanding.
