| General Art Direction & Photography
I led the full creative direction and execution for TMRW Foods across a multi-year period of rapid growth, brand transformation, and expansion. Scaling from an emerging startup into a nationally distributed plant-based protein brand, expanding into major retailers across both Canada and the U.S.
My role was to build and maintain all creative systems that would continue to evolve with that growth.
Operating as the primary creative partner and art director, I developed and managed the brand’s visual identity across a multitude of photography, campaigns, packaging, and digital content.
In its early stages, my focus was on establishing a visual identity that made plant-based protein feel familiar, accessible, and honest. From packaging to pan, we wanted to position ourselves as a conscious protein option. Bright food styling with appetite-driven compositions. A balance of visual tone and meaningful messaging that balanced health-forward positioning with a touch of indulgence.
I refined and supported the identity in its early-stage positioning and oversaw its total evolution following a major rebrand. This phase marked a shift toward a more confident identity system designed for modern retail expansion and broader market visibility.
The familiar past highlighted with future flair.
Following the rebrand, I coordinated the rollout and ongoing application of the new identity across all elements. This included translating the updated visual system into campaign frameworks, content production, packaging and product storytelling, and retail and digital environments.
| Social Media
I developed and executed an ongoing social media content system designed for consistency and flexibility. I oversaw and executed this content for both iterations of the brand's identity, ensuring our social presence was authentic and aligned to each.
All content was designed to function seamlessly across organic and paid channels. I led and executed the content systems for both iterations of the identity.
| Vegandale Brand Reintroduction Event
The brand’s reintroduction and reveal at Vegandale Vegan Food Festival marked a key moment in bringing the rebrand into a physical, high-visibility environment. It was essential that our first impression was the right one.
This would also be the first appearance of TMRW to the US market at the sister festival, Vegandale Los Angeles.
This in-person activation bridged physical experience and digital amplification, positioning TMRW protein as a standout newcomer within the plant-based protein category.
| Traditional Print Assets
| Social Advertising
In addition to our core social media content, I led principal content shoots for quarterly campaigns, retailer promotions, and new product launches. This included food styling, art direction, photography, and editing end-to-end.
Across both eras of the TMRW brand, the advertising content had to do double duty: perform in-feed while staying true to the identity it represented. The earlier system leaned into being approachable and easy to order. The rebranded system flipped the approach entirely: black backgrounds, oversized type, and hero food shots confident enough to command attention with much less copy.
Both required clear hierarchy, a single strong hook, and powerful visuals that didn't need a caption to communicate the offer. During this time I collaborated with Longo's Grocery Gateway, Virtuous Pie, Uber Eats, Vegan Supply, and University of British Columbia.
