Hullo's brand strategy positions it as a dynamic new ferry service connecting the Lower Mainland and Vancouver Island, emphasizing relationships between the company, passengers, and communities.
I architect quarterly marketing initiatives that integrate strategic concepts, brand narrative, creative direction, paid advertising, and UX design to build awareness and drive travelers to choose Hullo for crossing the Georgia Strait between Downtown Vancouver and Downtown Nanaimo.
Role: Creative Direction / Producer / Graphic Design / UI/UX Design / Writing / Project Management
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.
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 an alluring structured 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
'Christ Bananas Mocky, if you don't get aff the pot we're going to miss that fuckin' ferry...'
Collaborating with my late Grandpa, this found assemblage uncovers his zany, visually rich, and hysterical point of view. Taking the viewer back to a simpler but just as bizarre time, on and off land.
Editor's Cut: 280 pages / Yet to be Published
'The literal definition is a wind block that lets your lighter spark up. The figurative definition is not defined in any real sense. It's just all about tossing up the blazeguard and doing your own thing, getting loose and feeling good.'
Originally created for the Holeshot BMX box set.
Mosbueno.net was a photography website that published honest images captured under impulse. The web format showcased each roll of 35mm film in a linear composition. (now defunct)
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
