District Ventures was founded by Arlene Dickinson, dragon on CBC's Dragons' Den. Located in Calgary, District Ventures Accelerator connects innovative early-stage entrepreneurs in the food & beverage and health & wellness sectors with a network of peers, investors and business support.
Made at District Ventures
For health conscious women, who are looking for a healthy and tasty snack, Little Tucker's energy bites are the perfect guilt-free on-the-go snack, breakfast alternative, and pre or post exercise mouthful. Its brand personalities are playful, exciting and premium.
Little Tucker needed to move away from its current clear packaging to become shelf-stable and wanted their new packaging to showcase their brand more distinctly. The teal colour from their logo is prominently incorporated, while at the same time differentiating the flavours and lines of the products.
Made at District Ventures
North Prairie Gold is a premium cold-pressed canola oil that offers bold flavour and colour to quality conscious customers. Its brand personality are genuine, entrepreneurial, sophisticated and fair and the messaging that North Prairie Gold wants to deliver are unrefined, non-GMO, Canadian-made, responsible farmers and field-to-fork traceability.
Art Direction/Design by Danielle Goudie, illustration by Soo Kim
Made at Venture Communications
The Beverly is a new hair salon that just opened up in Calgary. The Beverly is exclusive but not intimidating, the salon offers high-end services and products in an atmosphere of casual luxury.
The Beverly speaks to the professional women who are in their 30s plus who are looking for luxury and high-quality services and products.
The handwritten logo reflects the Beverly’s artisanal, feminine and luxurious brand personality.
Art Direction/Design — Naming, Logo Design, Website look and feel
Made at Venture Communications
2015 Applied Arts Student Awards Winner
The challenge was to rebrand a product from an existing brand towards a new target audience and reposition it in the marketplace. I chose Simply Seoul and their product line of vegan kimchi. Their business is deeply rooted in traditional Korean food.
Kimchi is a Korean side dish made of vegetables with seasonings. In traditional preparation, it is allowed to ferment underground in ceramic jars for months.
Cavebear Kimchi is targeted to young adventurous North American foodies who are looking for trendy, exotic, and healthy food that helps them to add unexpected surprises to their menu planning.
Cavebear Kimchi branding is inspired by the Korean creation myth: A bear and a tiger wanted to become humans and prayed to god. God asked them to stay out of the sunlight while living in a cave and to eat only cloves of garlic and herbs for 100 days. The tiger gave up after 20 days. On 21st day, the bear was transformed into a woman and later gave a birth to the founder of Korea.
The official poster and e-vite for ACAD School of Communication Design 4th Year Portfolio Show.
The challenge was to create a poster for a portfolio show that represents all 60 graduating students in 4 different majors from the faculty of SCD. I focused on one emotional fact that we all shared – four years of struggle to be better. In the end, the struggle was a process of finding ourselves.
The poster demonstrates the process of personal and professional growth during the four years in ACAD. Each panel indicates a year of the SCD programs. The panels together gives an appearance of a window implying a showcase of our achievement. The removal of bricks indicate the students overcoming their obstacles and shaping their minds.
The project was to make a lookbook for a product line of a brand. Inspired by sneakerheads around me, I chose Nike men's footwear. The target audience is young professionals, who are typically office workers and try to stay fit. They deal with work-related stress, pressure to be healthy, fit, and young with little free time on their hands.
The concept of urban camouflage spurs from considering the target audience as soldiers. Camouflage is used for helping soldiers to remain unnoticed and eventually win battles. The target audience plan to attack and fight the daily grind. They are soldiers of their own, in an urban setting.
The lookbook is designed to convey that Nike offers various styles in different categories so that they can provide perfect shoes for any activities. It is laid out taking into account the activities and product the target audience would be using at specific times of day. The patterns on the shoes blend in with the places where activities would happen, just like camouflage.
The project was to create event collateral with a strategic roll out as the materials unfold. MAS NYC is an event held by the Municipal Art Society of New York. They deal with urban planning, urban design, sustainability and social diversity to promote the livability and resilience of New York.
The target audience is young adults who follow the latest trends and fashion, living in NY. Based on their habitual characteristic of seeking trendy spots, the concept is formation of the new trend. Dots(spots), which usually indicate locations on the map, are used as a key graphic element. Black dots, the future trendy places, are the result of the magenta dots, current hot spots, and the blue dots, new places, coming together.
The event collateral consists of 3 stages. First, people will see a promotional video on their phone after scanning a dot in a place like a coffee shop. Secondly, the video leads users to download an app. The app, where dots are floating around, is to inform users the event and to receive RSVPs. Lastly, a program designed for people at the event.
We were asked to create a magazine in a niche market. Folkal is a home/living and entertainment magazine for trend-savvy post-grad men who want to elevate their host game and be the focal point of their social circle.
The name Folkal is made up of two words, 'folk' and 'focal'. Folkal puts a twist on most home and living magazines that are women-targeted. Interesting stories, biting language, cheeky attitude with a clean and grounded design make the Folkal be the centre of attention. The theme of first issue is 'seven deadly sins'. We also created an Instagram video as our promotional piece.
The poster is designed for high school students to be informative about a major art or design movement of the late 19th or 20th centuries.
International Style is an ongoing movement since 1920 from the School of Bauhaus. Since International style is an architecture movement, showing buildings in the poster is necessary. The poster itself is being considered as a building so that viewers would feel as if they were peeking through the windows. A building is shown in perspective so that some characteristics of this style are easy to be spotted; asymmetry, absence of decoration; large windows, and gridded structure. The colour choices are based on the popularity of the 1920s interior.
The challenge was to create a brand identity for two varieties of a snack bar, targeted at a specific audience.
For 20-35 year old, busy, career-oriented, and health conscious women, WildOats is a snack bar that provides a convenient and nutritious breakfast. Unlike other snack bars, WildOats is fresh, 100% organic, contains no additives/preservatives, and has the highest nutritional value.
The visual style of WildOats is warm and organic. The hand written type, water colour illustrations are used to convey the organic feel. The style also reflects the brand personality; essential, sincere and positive.
A few group of students were selected to create back wall window display of Holt Renfrew.
The theme for Holt Renfrew's window display was "In The Air" Inspired by the quote "We often put so much energy into the big picture, we forget the pixels", we created a pixelated sky, consists of 534 sheets of paper in various shades of blue, blurs the lines between reality and virtual reality.
The Holt design team filled with the mannequins and props later. Unlike others, our backdrop stayed for three different window displays.
The project was to create opening sequence for an upcoming movie. The German Doctor is based on a true story of a Nazi criminal who was infamous for human experiment.
Metaphors are used to avoid gory scenes. In the trailer of the movie, he says "Writers write, painters paint, and I measure what I can do." A sacred-sound music is used to deliver the criminal's point of view – what he's doing is his destiny.