YNOT
Art Direction / Design
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2011 - 2014
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Technical Illustrations
Packaging & Hang Tag Designs
Merchandising Signage
Product Launches / Awareness Campaigns
Trade Show Booth Designs & Event Signage
Catalogs & Look Books
Promotional Print Collateral
Digital Content Creation
Product Line & Sales Sheets
Image Curation & Selects
A Canadian-made bag brand, building durable cycling and travel accessories for an active lifestyle.
For four years I managed and directed the visual brand for YNOT in-house, which extended to all packaging, print, photography and video content for both consumer and B2B audiences. I oversaw the marketing communications and design collateral for multiple product launches including two Kickstarter campaigns, and the opening of our Queen West Flagship store in Toronto. I also designed a number of booths and signage for trade shows and large events in Toronto, New York and Las Vegas.
Product images courtesy of YNOT Made.
For a customized product experience, I created component-based technical illustrations for the full product lines of both YNOT and their sister company Gallant Bicycles.
These vector visuals were used for online custom “builders” where consumers could select all components of their bag or bicycle, choosing from a range of colors and components before placing an order.
Through this working relationship, I've created content featured in:
What made this experience great?
This role often extended beyond the typical 9-5, and I welcomed the opportunity to travel and participate in various events, tapping into both a local and global bike community. While working in a collaborative designer-led studio environment, I was involved in many areas of the business, and enjoyed utilizing my expertise in fashion and product design on many occasions. Ultimately as an active cyclist and maker of things, (both then and now), I believe whole-heartedly in the environmental benefits of local manufacturing and the joy of riding bikes. So this one was a win-win.