Portfolio illuminate your brand potential 29 Elmer Avenue Toronto, Ontario Canada M4L 3R6 cweiler@auracreative.ca 647.403.0024 www.auracreative.ca Copyright Aura Creative 2012
illuminate your brand potential Identity
Inverness Homes - Logo & Stationery Development Inverness Homes is a construction company in the Ottawa area that builds custom homes. The client expressed a desire for something with a hand drawn or painted feel. Since the name of the company is Inverness it made sense to explore castles along with a few other ideas. We ended up with a rustic castle illustration for the identity that creates an old world feeling in a contemporary way. This rustic castle, coupled with an eye catching orange and black colour scheme, completed a logo able to accomplish my clients goals. The logo was then applied to business cards and other stationery, as well as some other items that are shown in the promotional section of my portfolio.
First Reliance Financial- Logo & Stationery Development First Reliance Financial is an insurance company that sells life insurance and other types of insurance. This logo needed to be very corporate in feel and also be extendable to other avenues of the client s business. I created the two triangles, one triangle is relying on the other for support. The two triangles also created a sail that implies first reliance gives you support and keeps you afloat. The area where the word financial sits is positioned in such a way that the word can change so other branches of the business could be created. Since then, we have also created logos for First Reliance REIT and First Reliance Asset Management. For graphic interest, when applied to the card, I created a montage of words on the back that talk about all the services that First Reliance Financial provides.
Borealis Mechanical - Logo Development The Casman Group of Companies had acquired Borealis Mechanical, a plumbing and heating solutions company that supplies commercial, industrial and residential systems and maintenance. I was asked to create a logo that was symbolic of a borealis. The swoops beside the B represent a borealis or as most people know them the northern lights. A strong, sturdy font was chosen as it is this mechanical company.
RCI Electrical Service - Logo & Stationery Development The Casman Group of Companies had acquired RCI Electrical Service, a company that provides residential, commercial and industrial electrical services in Fort McMurray, Alberta. This client wanted to incorporate a lightening bolt into the logo. After providing a range of concepts the client loved how this design was able to incorporate a lightening bolt graphic with the letters RCI in a dramatic way. The end result has a great badge feel which translated well to uniforms and vehicles. Please see the promotional section of this book for more on those projects. I applied the logo to stationery. For graphic interest I also added the lightening bolt to the back of the business card. The client was very happy with the outcome.
Davis + Henderson - Logo Development Davis & Henderson is a company that provides cheques to consumers through various Canadian banks. This logo consists of a stylized D & H. The reason the cross on the H breaks out of the square is because Davis & Henderson were trying to break out of just making cheques and start moving into other types of business, progressing into the future. The logo was applied to signage and stationery as well. Idenovo - Logo Development The idea Today is the Future is what this logo is based on. The Sphere on the I represents today, the way the I moves from a dark solid purple to a faded light purple signifies the future as well as the path that the I makes. The logo was split into two colours because of concerns that people would not read the word correctly. This logo was applied to stationery as well. These two logos were created while working at Strategies International.
UR the Star - Logo & Stationery Development UR the Star is a company that provides spa birthday parties for young girls. The logo had to be fun and flashy and of course girly! I created this fun rockstar look and used tones of magenta and black with white stars for a glitter feeling. I wanted the type to have a swirl in it but still be legible, I found this one that accomplished exactly the feel I was looking for. I created a fun and funky business card and promo card (Promotional section). The client was very happy!
MaryCakes - Logo & Stationery Development MaryCakes is a cake design business that is home based. The cakes are geared towards children. The client wanted the logo to be fun and girly using pink and purple colours. The name of the company was originally Cakes by Mary, but I came up with MaryCakes and the client loved it so much she stuck with it. I also came up the tagline which worked out well when it came to business card design. I used a thought bubble to symbolize imagination, with the bright colours and simple design the client was thrilled!
illuminate your brand potential Branding
Nestle Nutchos - Logo Design The Nutchos brand had been around for a while and needed a fresh look. Using a new typestyle, the letterforms were layered and dimension was added. A gradation was incorporated into the letters as well. This design was created while working at Polan & Waski LLC.
Coco Rogue Chocolatier - Masterbranding This was the first step in a long journey in the case of this project. This client approached me with the idea of a chocolate company. He wanted the brand to be based on French architecture that he d seen while he was training in France, one of them being his love for gargoyles. I did extensive research on gargoyles and French architecture and came up with this crest style design. The filigree is reminiscent of the wrought iron gates and fences that are very prevalent in France. I found a style of gargoyle called a green man and that s what the Rogue character is based on. The client loved how the character looked jovial and was immediately drawn to this design. We also did an extensive colour explore but kept coming back to silver and black as it had a great upscale appeal. Check out the packaging section to see how this masterbranding project came to life!
Ravensglen - Housing Development Branding Ravensglen by Casman Building is a residential housing development located in Fort McMurray, Alberta. I was approached by Casman to come up with a name and develop branding for this development. My only direction was they wanted to use a Raven. I did an extensive naming exploration and research on ravens and we netted out with Ravensglen. I also came up with a few taglines that were used on the promotional brochure, one being Your Journey Begins Here, as well as Let Your Dreams Take Flight. I designed this circle with a raven flying over the woodlands to symbolize the Fort McMurray landscape. The client was thrilled with this design. Check out the promotional section for more!
So Clear - Sparkling Water Branding So Clear is a line of flavoured sparkling waters by Cott in the USA. A clean typeface and stylized R, combined with a wave over the O to communicate water brought this new brand to life. This design was created while working at Polan & Waski LLC.
Stop & Shop Cookie Jar - Rebranding This company is a store brand in the USA they wanted to redesign their cookie line-up. A fun typeface was picked and two bites were incorporated into the branding to communicate cookies - as well as the fun of eating them! Since the brand is called Cookie Jar it made sense to incorporate a jar into the design. On the actual package the jar is a window in which you can see the cookies. This design was created while working at Polan & Waski LLC.
Thomas Mini Bagels - New Brand Extension This brand was meant to appeal to children as well as adults so the lettering needed to be fun. Adding the bagel graphics to the rounded type with highlights, and locking it up with the Thomas logo, gave it the right amount of fun and flavour. I mounted the whole thing on a stylized circle that changes colour per flavour. This design was created while working at Polan & Waski LLC.
Gaines Actrium - Masterbranding Incorporating the number one into this brand was what brought it to life. This brand needed to communicate that it is premium and the best one for your dog. Nothing says the best like being number one! The gold and black colour combination added to that premium feel as well. The number one also changes colour with each delicious flavour, which helps the consumer more easily differentiate between the different flavours.this design was created while working at Strategies International.
Nestle Turtles - Impulse Branding This stylish ribbon was created for the Turtles Impulse line. The additional perspective and extra tails gave it the right amount of dimension to encourage a more on the go purchase. Nestle Smarties - Valentine s Seasonal Branding Taking the Smarties branding and adding a heart with an arrow through it for the dot on the i was just clever enough to give the Smarties valentine line-up its own personality. These two designs were created while working at Polan & Waski LLC.
Scott Cottonelle Moist - Line Extension Branding This brand was a line extension of an existing product. The moist line of Cottonelle needed to have a feel of wetness. Adding the water drops and a flowing ribbon enabled the brand to communicate just that. This design was created while working at Strategies International.
illuminate your brand potential Packaging
Coco Rogue Chocolatier - Masterbranding After the initial design of the Coco Rogue Brand, a new chocolate bar design was under consideration. The client had decided to name the bar Deprived so I added a supporting tagline of never again underneath the new wordmark I had developed. I felt the word needed a little more support(never again Deprive yourself of chocolate!). We pulled out all the stops here. I came up with this filigree pattern which we embossed. We printed the eye catching purple colour over metallic stock as well. With so many different flavours I had to come up with a way to keep costs down so I developed a sticker system, with color coding. The client was thrilled with the final bar. I also rolled the new design out to some other retail packaging such as shopping bags, coffee cups, truffle wrappers and stickers for truffle boxes(not shown). I also helped the client with exterior and interior store signage and paint colours.
Casman Group of Companies - Promotional Water Bottle I was approached by Casman to design a label for a promotional water bottle that would be given away at a trade show booth that I also designed. The only direction was they wanted it to communicate water but also highlight the new logo and other relevant information. I came up with this eye catching design that showcased their logo on a white field with a graphic representation of water underneath. The client got rave reviews from the design.
Wheat Thins Sweet Cinnamon - Seasonal Packaging Working with the Kraft team at Davis Design, I was given this fun and exciting seasonal project. The challenge was to create a winter box for Wheat Thins that was predominantly yellow. The new design had to look like it belonged in the family with the other seasonal designs that were also in the market but still look unique. After an extensive amount of research and design exploration, this design with a fun snowman was chosen. The client loved the interaction with the cracker and the wispy carefree feeling that this pack was able to portray.
Kraft Jet Puffed Marshmallows - Licensed & Seasonal Packaging These were great projects that I was given to work on at Davis Design.The first being Cars Marshmallows. Being a big Cars fan I had no problem getting into this one. Changing the traditional stripes to reflect the Cars branding manual and using the illustrations supplied by Disney I created this eye catching face panel. On the back panel, I was able to throw a little Cars lingo in which the client loved! For the Egg and Bunny Mallows, I picked colours and illustrations that would draw the consumer in. I also used speech bubbles to make the characters communicate key benefits.
Kit Kat Orange & Banana Nestle Canada wanted to launch two new limited edition bars into the market place. The concept behind these bars was simple. The Kit Kat Brandmark was to sit on top of the orange and banana like a grocery sticker at the grocery store. Walking away from the traditional red background on Kit Kat was a big step but necessary to draw the consumer s eye to something new and different. This package was designed while working at Polan & Waski LLC.
Nestle Turtles Premium - Revitalization This beveled box was introduced into the market place as a premium offering of flavoured Turtles. For this line we created the Turtles medallion and used this element on the sides to create a premium feel and to highlight the method for opening the box. Using traditional Turtles elements, we were able come up with a premium look that communicated the different flavours effectively. This product has been very successful in the Canadian marketplace. This design was created while working at Polan & Waski LLC.
Nestle Turtles - Revitalization In Canada, Turtles had traditionally been presented in a lay down box. Nestle Canada had decided to start individually wrapping each piece and changed the box from a lay down to a new structure. The challenge was to use the new structure and familiar elements of previous Turtles packaging to create the new gifting line. The base Turtles pack was presented in a new sharing box which opens to form a bowl. Using traditional elements such as the orange stripes, and of course Mr. Turtle, we were able to evolve the package into something new and exciting. A line of impulse items was also introduced. For these packages a special Turtles banner was designed, a banner with more movement and dimension. These designs were all created while working at Polan & Waski LLC
Nestle USA - Turtles - Revitalization The success of the Canadian revitalization filtered over to the US and I was asked to work on their Turtles line. The same structures that were introduced into the Canadian market were also implemented in the US marketplace. For this Turtles exploration we had more freedom to manipulate the elements. The stripes were introduced with more movement and Mr. Turtle is only shown as a medallion. The result was a more upscale approach to the whole line. This design was created while working at Polan & Waski LLC.
Nestle Smarties - Seasonal Packaging This project started with a branding exploration. The result was a New Smarties logo that was created just for the Valentine packs. This new logo was then incorporated into a new fun and playful design for the Smarties Valentine line up of products. Since Smarties always sits on a blue background the challenge was to be able to keep the brand colour but incorporate a fun valentine feel into the package that would be able to carry through to all formats. These designs were created while working at Polan & Waski LLC.
Crunch, Big Turk & Nutchos - Seasonal Packaging These packs were created especially for Price Chopper and other similar stores. The challenge with these boxes was to create a package that was giftable but not too upscale looking. Part of the exercise was to explore a new look for the Nutchos brandmark. The end result were giftable boxes that show a delicious product, but don t over promise anything. These designs were created while working at Polan & Waski LLC.
Cott So Clear - Masterbranding This project started out as a branding exercise. A clean, easy to read logo was designed. The wave over the O is intended to communicate water. Since this is a sparkling beverage I chose to showcase bubbles as a main feature. The flavour colours chosen were bright and crisp, allowing the consumer to easily identify the flavour they are looking for. This design was created while working at Polan & Waski LLC
Tim Hortons Christmas Cup - Seasonal Packaging This was the very first cup designed for Tim Hortons at Christmas time to showcase an illustration. The idea behind this cup was simple and had a bit of humor to it. We thought it cheeky to show Santa Claus going through the Tim Hortons drive-through on his way to deliver his gifts. The cup certainly got noticed that year! This design was created while working at Strategies International.
Gaines Actrium Dog Food - Masterbranding This is a premium dog food designed for Walmart. The project started out with a logo/branding exercise. The number one in the logo is intended to communicate the best and that s what people are looking for when they pay more for a dog food. To increase the Premium feel of the product we kept the design simple by creating a word pattern in the background that communicates some of the key benefits of the product. A line colour was chosen and bright eye catching colours were selected to differentiate the categories. The design was also adapted to an oral care bone and five varieties of nutritional biscuits. These designs were created while working at Strategies International
Parmalat Sensational Soy Blends - Line Extension The whole idea of soy milk and soy juice blends stems from a feeling of wellness and good health. That s where the idea for this design came from. The people are walking along the path to good health and wellness. The most attractive and eye catching tones were used with a swirling background pattern. The Juice blend designs feature an eye catching pour of liquid into a realistic illustration of fruit for added taste appeal. This design was created while working at Strategies International.
Parmalat Lactancia Cheese Slices - Line Extension Lactancia cheese slice packages are a fun product that was intended to appeal to children and adults. The design depicts a fun and bright coloured square pattern background to represent the slices. The type that represents Cheddar, Swiss and Mozzarella was fun but not too over the top as the product needed to appeal to adults as well. The addition of milk along the bottom was to communicate to the consumer that this product is made with real milk. These designs were created while working at Strategies International
Phoenix Brands - US-Sunlight Power Pacs - Line Extension Sunlight Power Pacs with Oxi Action dishwasher detergent was the latest adaptation of a big re-design that we had done for the Sunlight brand. This package that was done for the US market takes the new design elements and incorporates them into this pouch that also showcases a window that displays the product. We incorporated a red band that highlights the big selling feature of this product. This design was created while working at Polan & Waski LLC.
Phoenix Brands - Sunlight Dish Soap - Line Extension The Ultra Sunlight with Bleach product was a challenge. It needed to show the cleaning power of bleach without looking too harsh. The introduction of the bleach splash, allowed the design to show just that. Ultra Sunlight has a number of different scents. These scent adaptations required extensive research involving colour of the product to different ways of communicating the scent. The end result is a clean clear communication of the product. These designs were created while working at Polan & Waski LLC.
illuminate your brand potential Promotional
Insync Income - Book Cover & Promotional Design This was the first time I have ever tackled designing a book, it was an amazing learning experience. This book talks about timing your investments to be insync with the economy, so this money clock really spoke to me. It pays to know was a message that was important to play up so it was used on the background arrows in the book cover and played up even more on other promotional items. I also created this special blue colour mix that really make the book pop off the shelf amongst the other books in the category. I formatted the copy, designed the website and took the photography for this book as well. The book has been a great success!
Casman Building - Ravensglen Brochure & Signage Design Fort McMurray has never seen anything like this before this is what my client said when he received the final brochure. Development is a huge business in Fort McMurray, but it s still young and the promotional items you see there are relatively basic. My client wanted a Toronto Style brochure. I did some market research in the GTA to get an idea of what he was thinking about. To bring this brochure to life I took the wooded landscape and played it up. I came up with the idea of naming each house after a bird in the raven family, so I researched birds and created logotypes that included each bird s silhouette in each lockup. This project was a joy to work on, from beginning to end and the client was thrilled with the outcome! The development also sold out!
Casman Group of Companies - Corporate Resumes Casman approached me with the task of creating a family look for their corporate resumes, which at the time had been done individually by each company without consistency. It was decided that a three fold pocket folder was the best way to approach this job. This way we could create inserts as needed. It gave them the flexibility that they were looking for. The challenge was to create a family look but also highlight the individuality of each company and their services. I created this layout, each company uses it s own colours and a screened back image of one of their services in the background. The company Logo is centrally highlighted and the company s tagline is at the top. The tab on the right also highlights the company name. The client was very excited about the new family look and feel.
Casman Constuction & 4 Cs Millwork - Van Wraps The Casman Group approached me with these two projects. Having worked on a few trucks before for another one of their companies, I had a good understanding of what was achievable. The big challenge with the Millwork truck was that the client wanted a photo of a kitchen. Sourcing a good image that would scale up to the proper resolution was a tough task but I was able to find this one. When designing these types of wraps people need to be able to know what your advertising in the blink of an eye. Big bold logos and taglines coupled with large graphics that are consistent with the company s identities are the best way to get the message across. Both of these wraps successfully achieved those objectives.
Casman Building & Cherrywood Homes - Billboard Design These billboards were quite the challenge. The amount of information that needed to go on them was pretty substantial for something that people will see in the blink of an eye. I made the key points such as logos, taglines and contact info the biggest items and using established colours and graphics created these eye catching billboards. For the Casman Building billboard, I created a section at the top of the board where the triangle of the logo protrudes beyond the board for added interest.
RCI Electrical - Clothing and Vehicle Graphics This was a new an exciting challenge for me! After creation of the identity and stationery, I was approached with vehicle and clothing projects. For clothing, I had to source different shirts and hats, finding the right blue was a task in itself! Once sourced and approved the logo was applied following specs supplied by each printer. The hats were embroidered and the shirts were screen printed. I went big and bold on the truck wraps with the logo and taglines. Working with a truck wrap company in Fort McMurray, I supplied the graphics from my designs, the end result was amazing and the client was very pleased.
Inverness Homes - Site Plan & Signage Design Consistency is key when rolling out signage and other promotional material. Once the identity and stationery creative was finished for this client, I was asked to create signage and a site plan for the company. One of the big challenges with the site plan map was to make sure it looked nothing like the competitor in the area. This was tough considering they are both using the same area. Working with an architectural illustrator, we managed to come up with a design that set itself apart from the competitors! Using the orange colour scheme was a great way to create a unique look and feel.
UR the Star - Promotional Cards After the creation of the UR the Star logo identity and business cards I was asked to do a mail drop promotion card to get the word out. I found the perfect princess image of a girl holding a magic wand and I just knew I had to use it! To keep the look consistent I used the same graphics that I established for the business cards and incorporated it into a fun layout with two images I found to complement the services being offered on the card. The mail drop was a huge success!
Bokkx Confectionery - Sell Sheet Design I was approached by my client to create this sell sheet for his chocolate packaging. Using existing art I created these 3d renderings of the packaging and highlighted them using graphic elements from the package.
Corby - FSI Brochure Design This FSI Brochure was a promotion to introduce three new wines into the Quebec marketplace and to also promote some of their existing wines as well. Each coloured circle represents the predominate colour as established by each wine s graphic standards. I created bold simple graphics and paired it with a clean crisp typeface for maximum legibility. This design was created while working at Davis Design.
Nestle After Eight - Counter Unit After Eight Impulse items were designed using the new graphic elements established in the UK. The spotlight now shines on the product and the logo is now showcased on an angle to show more action. This was one of many structures that needed to be adapted from UK files to a Canadian format. This design was created while working at Polan & Waski LLC.
Nestle After Eight - Floor Display Nestle wanted this display for After Eight Straws to communicate fun and playfulness with a sophisticated flair. The trick was finding the right kind of image or graphics to communicate this and couple it with the new After Eight graphics. The couple on the riser and various other locations sharing a straw in both of their mouths was a good way to communicate just that. The Product was also highlighted on the side and top in a big, bold and simple fashion to draw the eye. This design was created while working at Polan & Waski LLC.
Centrum Cardio - Brochure Design A brochure with a coupon attached was created to support the new packaging and displays (next page) for Centrum Cardio these were housed on some of the instore displays themselves. Using many of the elements from the package and shots of the package itself I was able to create a consistent and attractive layout that clearly communicates all of the important information to the consumer. This design was created while working at Polan & Waski LLC.
Centrum Cardio - Point of Sale Displays The challenge for this project was to take the package graphics and incorporate them into a number of displays that would showcase the product. This is a vitamin that makes the claim of lowering your cholesterol. It was a big deal to play this up so that the consumer would recognize what was different about the product. Graphics for these type of displays should be big and simple. In this case were able to accomplish these goals. These designs were created while working at Polan & Waski LLC.
Thank -You for taking the time to look through my portfolio. Please don t hestitate to give me a call or send me and email, I d love to chat about what Aura Creative could do for you! Visit my LinkedIn profile or drop me a tweet on Twitter. Links can be found on the contact section of my website.
illuminate your brand potential 29 Elmer Avenue Toronto, Ontario Canada M4L 3R6 cweiler@auracreative.ca 647.403.0024 www.auracreative.ca Copyright Aura Creative 2012