Profile

I’m a designer with over a decade of industry experience in product design, brand identity, and advertising.

In my spare time, I write an almost-monthly newsletter
with links to my favourite things on the Internet.

Sometimes I even make it outside, too.

Press

Awards

This website

I designed this website in Figma using the fonts Monument Extended and Inter, and then coded it in VS Code using Next.js, Tailwind CSS, Lottie, and Framer Motion.

It's hosted on GitHub and deployed globally by Vercel, with privacy-focused analytics provided by Ackee.

Career

My career began at a design agency, where I created logos, billboards, websites (and more) for various branding projects and client pitches.

Later, I moved into an art director role on advertising campaigns (within the same agency) for brands like McDonald’s, Fairmont Hotels, and Gap, among many others. This gave me a chance to work on things like television commercials; food, fashion, and product photo shoots; as well as out-of-home and digital campaigns.

Around that time, I created an iOS app with a friend, and we managed to secure a $50,000 grant to fund our development.

With that experience in product design, I decided to move on from advertising and join a technology start-up as their first designer. It was a perfect way for me to improve my skills in interface and icon design, design systems, front-end development, branding, and copywriting.

And now for the next chapter: I recently joined the team at Superlist to help define the future of shared productivity. As a product designer, I’ll contribute to concept development and design for upcoming product features.

Senior Product Designer
Superlist
2021–Present
Director of Design
Picniic
2016–2020
Senior Creative
Will
2015–2016
Co-Founder, Director
Super Value Meal
2015–2018
Art Director
Cossette
2011–2015

LifeVault

LifeVault

It’s the easiest way to back up everything in your life, especially when you have no idea where to begin.
What can you expect?
This covers my work on a consumer app targeted at
the personal productivity space, inspired by a document
storage feature within Picniic.
How did I contribute?
As the sole designer on the team, I helped create this product from its inception, designing the brand and every visual below.
I also planned and wrote all the content, designed our marketing materials, built the promotional website, and coordinated with the engineering team on app development across Android and iOS (iPhone & iPad).
Brand design
Brand copywriting
Marketing design
Product design
Website design
Website development
The problem

Backing up your life shouldn’t be so difficult.

Too open-ended
Cloud Storage Folders
Google Drive, iCloud, etc.
On one end, you have cloud storage folders. They’re great, but only if you’re a self-starter who knows exactly what to upload.
Too specific
Password Managers
1Password, LastPass, etc.
Then, you have tools like password managers. Also great, but often too advanced and overwhelming for the majority of us.
The solution

Visual inspiration paired with easy-to-use, secure storage.

LifeVault sits in the sweet spot—it’s both a powerful tool for backing up your life as well as a source of inspiration for the things worth backing up.

An iPad, iPhone, and Android phone displaying the LifeVault app

The brand

To stand out from other productivity tools, the look and feel leans toward vibrant colour backgrounds with lots of imagery.

Wordmark

An expressive serif typeface was chosen to create a sense of trust and maturity in contrast with the more youthful, vibrant colour palette.

The LifeVault app icon on an iOS home screen
App icon

The use of negative space (nod to a document icon) helps it stand out on the home screen.

Photography of real-life scenarios
Photography of real-life scenarios

Photography

Instead of illustrations, photography works here to create a stronger connection with real-life situations and personal belongings.

Colour palette

Colours have been intentionally simplified with just one primary brand gradient alongside the standard iOS and Android system palettes.
Brand / Gradient / Light
System / Light
Brand / Gradient / Dark
System / Dark
The one other application of colour is to differentiate the two primary tabs in the app.
An image of the colours used on the LifeVault Goals tab
An image of the colours used on the LifeVault Vault tab

Typography

One brand font for large titles, then (like with the colour palette) all other typography defers to system standards for iOS and Android.

Design system

A comprehensive system of Figma components was created to handle design elements across iPhone, iPad, and Android—in both Light and Dark modes.

An overview of the LifeVault design system

Custom components using system conventions.

Platform-specific components make use of established standards for Android Material Design and Apple Human Interface Guidelines, with slight customization to suit our look and feel.

A closer look at some components for LifeVault
This proved to be an efficient way to build at speed on both platforms, allowing the engineering team to leverage built-in code and interactions.
A closer look at some components for LifeVault
Android uses Material Icons and Roboto, whereas iOS uses SF Symbols and SF Pro—each paired with the appropriate border radii, shadows, and spacing units.

Onboarding

Designed to be as short as possible, while also emphasizing security and personalization.

Close-up of the data privacy policy during LifeVault onboarding

No bullsh*t data privacy and security.

Personalized from the get-go.

This flow helps emphasize customization for new users, as well as inform the specific items that are suggested for backup later on.
A series of personalization onboarding screens
Secure Passphrase
For those who want an extra level of security.
Two phones showing the secure passphrase setup
Sign up using your preferred service.
The various login options for LifeVault

Biometrics

We built the app to support all authentication methods for both Android and iOS.
The various biometrics options for LifeVault
Some of the packs available in LifeVault

Inspiration
to get your
life secured.

16 bite-size packs help guide users toward total life backup.
A grid of icons

Each pack is framed around a real-life scenario.

Detail view of a pack and its items
Add items with a quick scan, then fill out more details when you have the time.
Two screens showing the process of adding an item
Track your overall progress.
The main Goals screen showing overall pack progress
LifeVault in a light colour scheme

Light Mode

LifeVault in a dark colour scheme

Dark Mode

The entire app adapts its colour scheme based on your device preferences, on both Android and iOS.

Everything in one vault.

Any item added via a pack or on its own (using the ‘+’ button in the tab bar) gets stored in the secure vault.

The main vault screen on an iPhone
Lightning-fast search by text or tags.
Two screens showing the vault search function
Thousands of item suggestions.
An example of adding a vault item
Transparent subscription model.
The upgrade pricing screen for LifeVault
A vault item showing quick action buttons
A grid of icons

Quick actions

One tap on everything from phone numbers, to email and street addresses, passwords, websites and even other vault items.

Marketing materials

An extension of the brand including App and Play Store screens, a downloadable press kit, and a promotional website.

App Store assets

This also included copywriting for positioning statements and all app description text.
The LifeVault brand on the App Store

Promotional website

Designed to provide a quick explanation of the app, primarily for journalists and media contacts.

The LifeVault marketing website