Think.

The existing pop-up banner design for MEE Cluster and their LEAP program was stale and basic, lacking visual interest and failing to capture the innovative essence of the brands. After a detailed discussion with Peter, it became clear that the new design needed to visually represent the transformation of “Chaos into Order,” mirroring what the MEE Cluster achieves for its clientele. This project required adhering to MEE Cluster and LEAP’s branding guidelines, including specific colours and fonts, while incorporating modern imagery and custom tech-related icons such as computer chip graphics and strategically placed lines.

Design.

Step 1. The creation process began with brainstorming and sketching out concepts that could effectively convey the “Chaos into Order” message. I found a great stock image to work with and then utilized my Illustrator skills to create an image mask of chaotic squares moving into organized order to create the final image – used at the top of both banners.

Step 2. Integrate bold, modern imagery and custom icons related to the tech field to enhance the visual appeal. The existing pop-up banners had no flow for the eye to follow the information in an organized manner. By creating these icons I was able to pair them with the important information.

Step 3. Utilizing a clear text hierarchy, I organized the information within each brand’s guidelines to guide viewers through the content seamlessly.

Step 4. Recognizing that pop-up banners are meant to be viewed quickly, I reduced the provided text to concise bullet points, ensuring key messages were easily digestible.

Step 5. To provide easy access to additional information, QR codes were added, allowing viewers to quickly scan and explore further details about MEE Cluster or the LEAP Program.

Connect.

The final products were two cohesive and visually striking banners that communicated the core messages of MEE Cluster and the LEAP program effectively. The modern design touches, including the use of tech-inspired graphics and a well-structured text hierarchy, made the banners more engaging and informative. The banners brought a fresh, dynamic look that drew attention at tradeshows, conferences, and networking events.

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Think.

Conceptually, I wanted to leverage the stunning imagery of the golf course and a user-friendly layout to create a more engaging and professional package that would resonate with potential clients. By focusing on visual appeal, ease of navigation, and clear communication, I hoped to create a package that exceeded the expectations of potential clients and increased the likelihood of successful bookings.

Design.

In redesigning the tournament package, I focused on several key aspects to enhance its appeal and functionality:

1. Visual Appeal: Utilizing the beautiful landscapes and scenic views of the Innisfail Golf Club, we incorporated high-quality images throughout the document. This not only made the package more attractive but also gave potential clients a visual taste of what to expect at the golf course.
2. Organic Layout: Structuring the information in a more organic layout, made it easier for users to navigate the various options available. By breaking down the content into clear, digestible sections, I ensured that users could quickly find the information they needed without feeling overwhelmed.
3. Simplified Terms and Conditions: One of the major improvements was simplifying the Terms and Conditions. In the original document, I found an abundance of “Conditions” requiring customers to sign off scattered throughout the layout. I simplified these into a single page, making them straightforward to read, understand and sign off on. This simplification removed any confusion or potential barriers to booking a tournament.
4. Fillable PDF Contract: To streamline the booking process, I created a fillable PDF contract at the end of the document. This allowed clients to easily fill out their choices, ensuring clear communication of their preferences to the IGC staff.

I needed the document to reflect the high standards of the Innisfail Golf Club and its dedication to customer satisfaction.

Connect.

The Tournament Package design project for The Innisfail Golf Club is a testament to the power of thought-out design and strategic communication. By focusing on visual appeal, ease of navigation, and clear communication, the final package effectively conveys the premium experience offered by the Innisfail Golf Club, providing a seamless and enjoyable booking process.

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Want to take your business’s visual assets to the next level?

Think.

When conceptualizing the Show Guide for SmartMTX, my primary goal was to create a cleaner and more modern look compared to previous years. Guided by the comprehensive branding guide provided by Peter and his team, I wanted to seamlessly integrate their brand identity into every aspect of the design. Utilizing striking imagery, I focused on creating a visually engaging experience that immediately captures attention. The layout was meticulously organized to ensure that all information was easy to find and read, making the guide visually appealing and highly functional. This approach was designed to enhance the user experience, allowing attendees to effortlessly navigate through the wealth of information presented.

Design.

In creating the Show Guide for SmartMTX, my goal was to bring together elements of modern design and the dynamic energy of the manufacturing industry. I envisioned crafting a guide that not only informed but inspired. To achieve this, I started by finding bold, high-quality stock imagery related to technology and manufacturing. These images were chosen to reflect the cutting-edge nature of SmartMTX and to visually engage readers from the moment they open the guide.

The guide’s structure is designed for maximum clarity and ease of use. Each day’s event schedule is laid out in a clear, concise manner, allowing attendees to quickly find and plan their activities. A full-width tradeshow floorplan map is included, offering a comprehensive view of the exhibition space. An exhibitor directory with booth numbers and company logos ensured that participants could easily locate the businesses they were interested in. This section is vital for fostering connections and networking opportunities, central to the SmartMTX experience.

To support event sponsors and highlight their contributions, I had dedicated space for advertisements. These ads are seamlessly integrated into the design, maintaining the guide’s clean and professional look while providing valuable exposure for our partners. Additionally, the guide includes messages from key dignitaries such as the Premier of Alberta, the MEE Cluster Executive Director, and the CEO of Red Deer County. These messages underscore the significance of SmartMTX in advancing the manufacturing sector in Western Canada and add a personal touch to the event.

Overall, the Show Guide for SmartMTX was meant to be more than just a program; it needed to be a reflection of the innovation, collaboration, and progress that defined the event.

Connect.

At its heart, the guide was designed to be a dynamic reflection of the cutting-edge nature of SmartMTX and meticulously crafted to communicate the core message of SmartMTX: “Western Canada’s premier platform to explore ideas and opportunities that fuel smart manufacturing adoption and innovation.” The design and content of the guide worked harmoniously to reflect this mission, ensuring readers were engaged, informed, and inspired.

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When tasked with the redesign of the Innisfail Golf Club scorecard, the goal was clear: maintain the familiar layout that members and visitors have come to appreciate while making essential updates. Our primary focus was to ensure the advertising space remained prominent, as it played a crucial role in supporting the club financially. In my meeting with the management staff, it became evident that I needed to create a card that was both functional and familiar – providing golfers with essential information while supporting the club’s financial health through well-placed advertisements.

Design.

New 2020 27-Hole Scorecard

The overall design of the Innisfail Golf Club scorecard for 2020 maintained the familiar aesthetic members have come to appreciate while incorporating necessary updates. Recreating the card from scratch was essential as the original file was unavailable. Using Google Maps, I meticulously reconstructed the course map and green charts, ensuring accuracy and a professional look.

Next, I incorporated all relevant information and made subtle adjustments to optimize the writable space. This new scorecard reflects the latest course layout but enhances the user experience with its clear and organized design.

2024 Scorecard Designs

In 2024, the golf club launched a new brand. I was lucky enough to be the chosen designer for that project as well. With their new logo and visual identity, the scorecard design had to be adjusted for consistency. Simple changes to the typefaces and colour schemes were made as well as some slight modifications to a new hole they opened as well. In addition, 2024 was their Centennial season and in celebration of that, I was tasked with creating a special card to commemorate that.

Heritage Classic Scorecard Design

I crafted the Heritage Classic Scorecard to honour the original course layout. This involved reordering the holes, yardages, pars, and green charts to mirror the historical configuration. Additionally, I edited the course map to provide clear navigation for those unfamiliar with the classic layout. To add a touch of nostalgia, I included a vintage image from the early 1980s on the front of the card, graciously provided by one of the club members. The result is a charming keepsake that combines the heritage of Innisfail Golf Club with modern functionality.

Connect.

Overall, the new design of the scorecards perfectly balanced tradition with necessary updates. We created a tool that is both functional and familiar. The design approach I took ensured the scorecard would continue to serve its purpose effectively, providing golfers with essential information while supporting the club’s financial health through well-placed advertisements.

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