Henry’s
Henry's was a huge part of my life and creative journey for 5+ years. As a photographer and designer, working in the marketing department at the biggest camera retail chain in Canada was a bit of a dream come true. I got to work with and learn from some incredible leaders in the marketing industry and to combine two of my passions together - design + photography.
I spent a lot of time developing concepts, sketching, presenting ideas to the VP of marketing, and repeating that process. The challenge was selling the idea to the board and the CEO. The CEO grew up with the company logo, and the board, consisting of all family members, were really attached and familiar with the old logo. To get it past them would take a lot of work.
After the presentation of the logo we felt had the best chance, Andy Stein, the owner of the company said "I came in here ready to fight tooth and nail to keep the old logo. But I love this. I can't believe it, but I love it."
We also initiated regular video segments that helped our social media following grow exponentially. One of my favourites is the Henry's Spotlight Series. This monthly video production is done in partnership with The Turn Lab, who produces the videos. My job is to direct the look and tone of the series to make sure it aligns to the Henry's brand, while also sourcing artists for the videos. I ensure that the visuals are representative of our brand, the music works with the piece, and that the flow of the video makes sense.
In my three years as Art Director at Henry's I was able to truly stretch my muscles as a creative problem solver. Leading and directing the design for everything from way-finding signage and monster poster campaigns, all the way to planning photo and video shoots with some of Toronto’s top creative talent, has been a rewarding opportunity.