The Arbutus Club’s infrastructure expansion and improvement program, Arbutus 2020, is the realization of The Club’s long range plan developed to meet its memberships’ current and future needs.
Building upon The Club’s heritage, the comprehensive renovation of its facilities is the next chapter in continuing to provide families with a world class experience and home away from home.
As a means to engage the membership, I created an identity for the project in order to create a cohesive brand story that would marry the club’s rich history with its need for physical expansion.
I created a minimal logo that speaks to the club’s future as a modern facility. To ground the logo in the club’s heritage, I brought in elements of nature that echoes the humble beginnings of its past.
I designed The Arbutus Club’s bi-monthly magazine, The Bark, which is published in print and online to its entire membership. As it began as a newsletter, I had a vision to evolve the publication into a magazine that would be a main source of information for the club’s membership.
By creating a new layout, curating the photography, and streamlining the typographical choices used throughout, the magazine became a cohesive voice to tell The Club’s story.
Working closely with the Executive Chef, I designed the food and beverage menus for The Arbutus Club’s newly renovated restaurant and bar.
With its flexible and contemporary space built for anything from casual drinks at the bar to intimate dinner dates, the new menu reflected its modern aesthetics while allowing its members to customize their own dining experience.
The new restaurant featured a new lunch, dinner, and drink menu as well as seasonal features and pop ups.
This was a project to hone my illustration skills. I am drawn to loosely geometric shapes and imperfect lines so the Late Modern design style gave me the creative drive to create this poster.
BROCHURE & FLYER
Working with the New Westminster Business Improvement Association, I designed a flyer to promote a facade improvement program for downtown businesses. Based on the idea of “What was once old, is now new again”, the flyer juxtaposes historic images of the city with new photography of the revitalized buildings.
Additionally, I worked with the Association to create a promotional and informative piece to promote the annual Army & Navy Shoe Sale. With the tag line “Where are your new shoes taking you?”, the flyer featured a stylized map as well as a list of participating businesses offering promotions.
With an extensive offering of programs and classes at The Arbutus Club, a seasonal guide is printed and published twice a year. While it is an informational piece, I also designed it to bring a lively atmosphere to engage its far-reaching membership of all ages and abilities.
The Arbutus club’s highly anticipated craft beer and spirits festival features some of the city’s most popular vendors. As summer nears, buzz for the event would build and its members would look for promotions for the event with the short and catchy title, Sip.
I worked with Vancouver makeup artist, Julia Mark, to create a new logo and brand identity. Since graduating from Blanche Macdonald, Julia had began her career working at MAC Cosmetics for almost nine years. As her success grew, she decided to venture into freelance where she would need an identity to suit her business. The logo serves as a strong statement for Julia and her skills as it embraces a modern, elegant, yet edgy personality.
Perhaps every designer remembers a project they did early on in their career that marks a milestone for them. This was it for me. Although slightly different in subject matter from many of the other projects I take on, this book portrays the soul of what I love about design. As a self-promotion project that I wrote and illustrated, it was where my university education and my design career began to make sense. Ultimately, I found that storytelling and a strong narrative is what creates clarity and heart for any project.