Travel the world today; protect what you have for tomorrow; and always share—when you can.
There is always someone looking for inspiration, and a little reassurance that the way ahead is a bright one. As creators, we are fortunate to live & work by colouring the world around us.
Below are a few projects I've had the pleasure of working on with the industry's finest!
OMNICHANNEL PROJECT & BUSINESS OWNERSHIP
Duration: 3 years
A Customer-First Paradigm: Take ten. Tune out the world.®
Built on my core philosophy of quality of life for all, and that the consumer’s well-being comes first, the launch of TuneOut® Warming Mineral Eye Rescue was designed around absolute trust and empathy. As a Health Canada-regulated Class 1 Medical Device, I ensured all product claims were legally vetted and meticulously translated by industry professionals, establishing an immediate foundation of credibility with Canadian consumers.
The 360° Customer Experience
Bespoke Touchpoints: From the logo to the final sealing sticker, every single unboxing asset was crafted to elevate the end-user’s physical and emotional experience.
Frictionless Commerce: We engineered a seamless, consumer-centric e-commerce ecosystem designed to effortlessly guide the user from discovery to purchase.
Trust-Building & Market Amplification
To validate the product within local communities, we prioritized real customer voices. We established a strong Instagram presence and partnered with a PR agency to capture authentic testimonials via the Home Tester Club, ultimately earning the Parent Tested Parent Approved (PTPA) seal of approval.
The Ongoing Connection
Monthly campaigns were ideated and executed around a deep understanding of modern consumer pain points: positioning TuneOut not just as a treatment for digital eye strain, but as an essential ritual for holistic mental wellness.
Skills acquired:
🖋️ Marketing: B2B, CGC campaigns, Awareness campaigns.
🤝 PR relations: Agencies, Publications.
🤝 Vendor relations: Logistics (international/national/local), Government, Firms (accounting/law/insurance), Buyers group.
🤝 Government & legal relations: Health Canada, IP, Compliance. Business development: Finance, Planning.
Work examples:
Product Booklet, Marketing Kit, Package Design, Photography, Social, Web.
OMNICHANNEL PROJECT
Duration: 2 years
Transforming Home Depot Canada's Contracting Services:
A 200+ Page Digital Refresh & 250% Spike in Leads
We spearheaded a comprehensive design overhaul for Home Services, Home Depot's Contractor Services, revitalizing over 200 individual service pages—including high-traffic event and recruitment pages. The brief came with a complex trifecta of constraints: Navigating rigid legacy constraints within Adobe Experience Manager (AEM), integrating AI-driven efficiencies, and strictly adhering to Canada's national accessibility policies to guarantee a minimum AA compliance (AODA) for an inclusive user experience.
By fostering a tight, cross-functional collaboration between data analysts, copywriters, account managers, and devs, we unlocked the true potential of AEM. Our team engineered custom components and maximized previously underutilized software capabilities to marry UX solutions backed by data with strict compliance standards.
The business impact was immediate. The optimized pages delivered an extraordinary performance lift, with leads surging by up to 250%.
To round out the omnichannel experience, we bridged the gap between digital and physical. We translated the new digital style guide across print touchpoints—including POP, visual merch, inserts, magazine ads, and double-page spreads—seamlessly aligning the work with net-new creative assets from Home Depot US.
Skills acquired:
🏅 Baymard Institute UX Design Principles Professional Credentials
🏅 DEQUE University Accessibility Credentials
🎨 AEM Layout and Accessibility Design
Work examples:
Web (desktop / mobile), Email, Print: Double-page spread, Banner for customers, (in-situ) for Pros, Trade show booth insert.
CORPORATE MISSION PROJECT
Duration: 3 months
The Home Depot Canada Foundation required a complete visual evolution for its annual Impact Report to better reflect its community-driven mission.
The Creative Solution
We freed traditional corporate reporting boundaries by introducing friendly, organic shapes and seamlessly blending authentic, real-world photography with the Foundation's existing illustrative campaign assets. This marked a bold, new creative direction for the organization.
The Execution & Impact
Data Storytelling: Complex data was transformed into compelling, custom visualizations that mirrored the campaign's warm tone and vibrant color palette.
User Experience: The redesigned layout vastly improved navigation, making the report highly digestible and engaging.
Reception: The shift toward human-centric storytelling was exceptionally well-received by stakeholders and community partners alike.
Relevant skills:
🎨 InDesign, Photoshop
🖋️ AODA compliance
Work example:
Digital and Print of The Home Depot Foundation 2023 Impact Report.
PR PROJECT
Duration: 4 months
To celebrate the highly anticipated arrival of One MICHELIN star restaurants on DoorDash Canada, we launched an exclusive, high-impact influencer seeding campaign.
The Activation
We designed a bespoke, premium unboxing experience delivered directly to 50 top-tier culinary and lifestyle influencers alongside their One MICHELIN star order. Far more than standard packaging, the kit featured a sophisticated, custom-designed menu that doubled as a tablescape styling guide.
Multisensory Engagement
To elevate the at-home dining experience, we integrated a digital audio component: four curated Spotify playlists tailored to the mood of the meal, bridging the gap between premium delivery and fine-dining ambiance.
The Impact
The activation successfully generated buzz, driving high-value organic social impressions and positioning DoorDash as Canada’s exclusive gateway to luxury at-home dining.
Relevant skills:
🎨 InDesign, Packaging Design
Work examples:
Influencer box and menu.
LOCALIZATION PROJECT
Duration: 5 months
BMW Canada: Localizing a Premium Digital Experience
When BMW looked to transition its US CMS to the Canadian market, Blast Radius was tasked with ensuring the brand's premium story didn't get lost in translation. We migrated the data and reimagined the experience.
By presenting fresh, market-specific layout designs, we aligned the digital platform with the nuances of the Canadian consumer. Furthermore, we dove into the global BMW video library, storyboarding and cutting bespoke video assets to craft a distinct, localized storyline that truly drives home.
Relevant skills:
🎨 After Effects, Photoshop, InDesign
Work examples:CRM website, Storyboard.
EMPATHY-DRIVEN PERSONALIZATION PROJECT
Duration: 6 months
OLG: Breaking Through the DM Noise with Creative Personalization
Direct mail templates can often feel cold, but for Wunderman’s client OLG, we saw an opportunity to inject genuine human warmth. The challenge was breaking through standard DM clutter while respecting strict production templates. Our solution? Seasonal masking. We took a universal Canadian truth—scraping frost off a winter window—and turned it into a tactile, interactive consumer experience where the messaging was revealed beneath the frost. This subtle, clever nuance didn't just resonate with OLG's loyalty members; it completely redefined their approach to future DM campaigns.
Relevant skills:
🎨 Photoshop, Illustrator, InDesign
Work example:Direct mailer.
Don't see an example that works for you?
Let me know what kind of work you'd like to see and I'm happy to share. :)