During my tenure at Farm Boy, I had the pleasure of working on a vast array of projects including digital content, seasonal campaigns, presentations, e-books, website maintenance and participated in 8 new store openings.

Below showcases a few projects that I took lead on from conception to completion.

MEAT DEPARTMENT | A ceiling to shelf redesign

OBJECTIVE: To update the visual branding of the meat department, bringing it more on trend with what we are seeing in the marketplace in both large scale and small boutique retailers.

MY GOAL: To create new visuals as well as update current visuals to maintain department brand recognition.

The new design should better communicate:
1. Commitment to Canadian products
2. Positive customer experience
3. Quality products

WELCOME MURALS | Targeted to each location area 

OBJECTIVE: Farm Boy wanted to added an extra element of a local feel to their store locations by adding large “Welcome” mural that focused on points of interest and lifestyle in the area of the location.

MY GOAL: To capture the areas landmark to best solidify LOCAL which is the core of the brand.

As a traditional and digital artist, I was tasked to create a layout that encompassed the local area and be a template for all future openings. This started with hand rendered sketches for approval.

The Westboro location in Ottawa, Ontario was the first to have the welcome murals installed. This mural featured the Westboro City Hall building, the Westboro Rotary clock, and a local park scene.

Utilizing the approved template, the illustrations can be cohesive from location to location as illustrated in the Pickering and Harvard Square murals. When space is not available in a locations to accommodate the large mural at the entryway, it can be resized to a smaller format for the eating area.

ANNUAL COUPON BOOK | Coupons for Kids 

The scope of this project was in-depth as there are many elements to this annual campaign beyond the book. Once my concept for the cover design, colours and content layout were approved, I had to move on to all the other marketing aspects of the book.

For almost all of these deliverables, regional variations had to be created as well to represent the 10 hospitals that would benefit from the proceeds. Having this many graphics to produce meant that I had to stay extremely organized and coordinate with several other people to make sure every hospital got what they needed.

MAGAZINE | New area introduction 

Farm Boy is a local fresh food market that supports local farmers and food artisans across Ontario. As they expand into new territories that may not know about them, this magazine is used as an informational tool to communicate who they are and what they are about.