Hullo's brand communication strategy emphasizes its dynamic role as a new ferry service connecting the Lower Mainland and Vancouver Island. The brand design direction highlights meaningful relationships between Hullo, its passengers, and the communities it serves.

My scope encompasses quarterly marketing campaigns integrating strategic concepts, creative direction, brand voice, paid ad design, and UX design to deliver cohesive brand narratives and awareness initiatives.

These elements build awareness and encourage travelers to choose Hullo as their preferred way to cross the Georgia Strait between Downtown Vancouver and Downtown Nanaimo.

Role: Creative Direction / Graphic Design / UI/UX Design / Writing

Photography: John Fulton, Michael Weir, Izabel Kazenbroot-Guppy

Connecting decentralized still-life design elements from in-studio out to in-situ photo shoot locations, the team captured the lightweight performance potential engineered into the new Fluid Carbon with athlete Mark Wallace.

The outcome? Premium go-to-market product visuals meet premiere athlete marketing.

BTS In-Stu
BTS In-Situ

Role: Creative Direction / Producer / Campaign Strategy / Illustration

Athlete: Mark Wallace
In-Situ Photography: Anthony Smith
In-Studio Photography: Bill Hawley, Brayden Rastad
Art Direction: Alejandro Alarcon
Copy: Richard Belson
BTS Content: Chris Perrin

Created excitement and awareness for the introduction of the new Fluid VLT with a structured alluring teaser campaign and soft launch aligned with the global launch of the new Bosch Performance Line SX drive system.

Under-seal appeal met industry curiosity with a countdown clock driving in-the-know VIP consumer experience and engagement.

BTS

Role: Creative Direction / Producer / Campaign Strategy / UX Design

Photography: Bill Hawley, Brayden Rastad
Art Direction: Alejandro Alarcon
Copy: Richard Belson
BTS Content: Chris Perrin
Web Dev: Darryl Maximo

Select T-Shirt artwork for S20 & F20 collections.

Beta Arctype-Regular.otf type design developed using Glyphs.

Role: Graphic Design / Illustration / Type Design

A Vision & Word Bureau

Mosbueno Ultracolor is a publishing platform showcasing ocular talents and essays in a collection of zines and web ephemera.

Titles include:
- Christ Bananas
- Permasummer - Vision Kingdom
- Blazeguard - Lively Visions
- Mosbueno.net

Role: Creative Direction / Editor / Editorial Design / Writing / Photography / Publishing / UI/UX Design / Self-Initiated

Photography: Kyle Emery Peck, Chester Jones, Don Henderson, Dan Closser, Jillian Mann, Kyla Trethewey, Lauren Stocker, Jeffery Murphy, Riley Mcmaster, Whistler Luke, Jeff Bennett, Brian Barnhart, Carl Arnett, Ted Van Orman, Kipp Kruger, Dallas Ryder, Jackson Allen, John Wells, Jacob Thacker, George Bolter, Jerome Van Orman, Jake Honesto, Patrick Kempany, Chris Riesner, Mike Davies, Olivier Frei, Eric Hennessey, Lauren Max, Katelyn Compton Escott. Randi Obenauer, CJ Carling, Mike Titgemeyer, Jose Len, Ryan Worcester, Derik Olsen, Zephyr Wadkins, Sandy Carson, Zach Rampen, Grady Corbitt, Michael Sharpe

Story: Jasper Nighthawk, Conor Ryan, Eric Hennessey

Art: Dallas Ryder, Serena Rio

Weissach Auto Group is Canada’s largest independent Porsche store, providing sales, and service for Porsche automobiles since 1980. Weissach also champions distribution for Lamborghini and Lotus in Western Canada.

My consultancy with Weissach involved creating campaign materials, sponsorship packages, web development, and implementing a rolling Weissach brand refresh.

Role: Art Direction / Graphic Design

Product launches at Norco are kinda a big deal. How to distill all this engineering, tech talk, and bike industry hype into an engaging campaign?

Calls for a bit of intelligence gathering, intuition, and experimentation.

“You know Scott; like a mushroom trip, but with dialed riding and sharp camera work.”

Augment Legend plays a two-fold title role for the Shore - both the bike and sense of place which guides the narrative behind the video and product launch campaign. Through extraordinary visuals that express the spirit and capabilities of the bike, AL amplifies a rider's interpretation of the Norco brand in a raw engaging way.

“Where gravity meets technique & technology amplifies instinct.”

Role: Creative Direction / Campaign Strategy / Product Positioning / Graphic Design / Writing

Director: Scott Secco
Rider: Matt Macduff
Cinematography: Jordan Manley / Scott Secco
Visual Effects: Imperial Post
VFX Supervisor: Blair Richmond
Compositors: Camil Adell / Erik Jensen
Post Sound: Keith White Audio
Color: David Tomiak
Photography: Dave Smith
Music: Jeremy Wallace Maclean
Motion Graphics: Zach Rampen
Copy: Richard Belson

The technology Kali packs into every helmet they make has led the way in helmet development for the past 10 years. There's a remarkable pattern emerging where athletes who have experienced near-fatal crashes are not experiencing concussions. What Kali is doing is saving lives and to be able to tell that story is both a privilege and a necessity. 

•  Brand ID evolution including logo/brandline, sales tools/manual, revised technology story, and new iconography.

•  Implemented account-based tech stack - emphasis on consistency, role clarity, process optimization, and measurement.

•  Curated culture, product, social and story-based content with Kali athletes and influencers.

•  Design and development of new B2C website for both motorsports and bike, each with a proprietary back-end admin.

•  Managed all media briefs and output: video, advertising, and print media including tradeshow assets for US and Europe.

RIP Jordie Lunn

Role: Creative Direction / Brandline Creation / Graphic Design / UX & Web Design

3D Illustrations: Jim Hatch

Working with Alpine Bike Parks, I designed the jump lines and full build-out construction documents at the world-renowned Stevie Smith Bike Park for the City of Nanaimo BC, Canada.

#longlivechainsaw

Role: Bike Park Design & Development / Community Engagement / Feasibility & Planning / RFP Acquisition

In association with Woodward Tahoe and Alpine Bike Parks, I developed the building permits, construction drawings, on-mountain risk management and wayfinding signage for the MTB trails on Boreal Mountain Resort in Soda Springs CA, USA.

Role: Bike Park Design & Development / Graphic Design / Wayfinding Signage Design

Working with Alpine Bike Parks, Mclaren Bike Park Foundation, and San Francisco Parks & Recreation I designed and developed the bike park construction documents for Phase 1 of San Francisco's Mclaren Bike Park.

Role: Bike Park Design & Development / Graphic Design

RaceFace is an iconic global cycling brand and has been a Canadian designer and manufacturer of performance cycling components, technical apparel, and protection for more than 30 years.

What started as a graphic design role evolved into helping position the company for a successful buyout with a full re-brand of RaceFace's graphic identity, associated hard and soft goods, print, and web presence.

Strangely enough, my influence can still be seen today with a rider-favorite in-house product line fittingly named 'Chester'.

"Got No Quit - If your happy place is on your mountain bike launching off booters and getting loose in the loam, then the Chester is the handlebar for you. Sturdy, reliable, and no-nonsense, it's ready to ride anytime you are."

Role: Brand Direction / Art Direction / Graphic Design / UX & Web Design / Packaging Design

Outdoor Research's dealer workbook projects required managing project scope, design, and layout. Working in coordination with OR’s marketing department, product developers, and copywriters, these books pushed the 200+ page mark and followed a concise re-designed grid system that displayed a great amount of data in a digestible format.

Role: Editorial Design / Graphic Design

Earth Ramp Bike Parks designed and built The Vanier Bike Park for The City of Vancouver.

Developing ERBP's brand direction, trail services, operations, and bike park design defined a new and progressive bike park experience.

Pinkbike article here.

Role: Creative Direction / Graphic Design / Bike Park Design & Development / Writing / UX & Web Design / RFP Acquisition

The goal of The Specialized Bikescape was to design and construct a selection of trails and associated landscape areas that connect buildings and bring the corporate Specialized HQ community together on their bikes. In association with Alpine Bike Parks, I designed and envisioned the bikescape construction documents.

Role: Bike Park Design & Development / Graphic Design / RFP Acquisition

Developed beside Alpine Bike Parks, Cypress Gravity Park was an exercise in bringing a next-level mountain bike experience to Cypress Mountain Ski Resort. The bike park model never flew but laid the conceptual groundwork for summer bike operations at Cypress Mountain in West Vancouver, British Columbia Canada.

Role: Creative Direction / Brand Identity / Graphic Design / UX & Web Design