Parks Canada
Born to Explore
Parks Canada Shop, the retail branch of Parks Canada, wanted to develop a new line of designs to appeal to a younger and trendier audience.
Working closely with the Brand Manager, we developed the Born to Explore series. This would be a set of line drawings depicting idyllic scenes, such as camping or canoeing, and generic versions of landmarks/locations, such as a popular lighthouse or historical fort.
After establishing the look and feel of the series with the first scene, I worked closely with an Illustrator to apply the style to other scenes.
Brand Manager: Annabel Fleming
Illustrator: Zhenja Fan
Website Banners
To capture the attention of visitors and highlight new promotions, homepage banners were regularly created for the online store.
Working closely with the Brand Manager, we devised and created banners ranging from simple graphical treatments to custom staged product photography.
Email campaigns
Working closely with the Brand Manager, we regularly created email campaigns to drive traffic to the online store during each major promotion. Many of these required custom product photography which we staged and photographed together.
Social Media
To create a more visually engaging social media presence, the brand manager and I conceptualized and produced short stop motion videos. Both of these videos were for the holiday season and promoted Made in Canada goods as well as Eco-friendly reusable products.
Lookbook
In an effort to appeal to the 25-35 year old demographic, Parks Canada commissioned a lookbook and positioned it in boutique clothing shops in the Greater Toronto Area.
Working closely with the Brand Manager, we sourced lifestyle images, organized and shot product photos, and assembled the lookbook.
A simple and clean layout style was chosen in order to let the product and lifestyle photography be the focus.
