Projects
From Executive Concept to a $1M Market-Ready Reality
A visionary idea from the President and CEO for AI-driven education is only as powerful as the strategy used to pitch it. This project required a rapid-response transformation of high-level theory into a suite of tangible, funding-ready assets. By architecting the brand narrative, technical web presence, and promotional materials from the ground up, I created the professional "face" of the initiative with
IBM that directly secured the landmark $1M+ partnership with RBC.
The Digital Clinical Frontier
In the high-stakes environment of a 13-hospital network, moving from paper to digital is more than a technical upgrade — it’s a cultural revolution. As Fraser Health prepared for a massive clinical transformation, the challenge was to make a complex, multi-year rollout feel accessible and safe for the public. The digital change management tools I developed, including the project site, served as the vital link between a sophisticated new Information System and the patients whose care it would define.
Engineering a 100% Enrollment Launch for a Future-Ready Academic Brand
In a city hungry for tech talent, launching a new academic school requires more than just a course list—it requires a movement. To capture the attention of a new generation of Cybersecurity and Software experts, we had to build a brand that felt as forward-thinking as the curriculum. Through a strategic blend of storytelling and media authority, we didn't just meet enrollment goals; we redefined the college’s reputation in the tech sector.
Visualizing the Future of Care
The greatest barrier to digital transformation isn't the technology — it’s the uncertainty of the "day in the life" once the tools arrive.
To dissolve resistance and build clinical readiness across 13 acute care sites, I produced a series of patient journey animations designed as a core change management strategy. By moving beyond technical specs to show clinicians exactly how their workflows would evolve, these videos turned an abstract system into a tangible reality, fostering buy-in from medical staff while providing the media and the public a clear window into the future of 21st-century care.
Decolonizing Communications
Reconciliation is not a destination, but a commitment to weaving traditional ways of knowing into the very fabric of an institution.
Beyond the policy documents and strategic pillars lies the challenge of authentic communication. This initiative focused on decolonizing the daily dialogue of a college, ensuring that Indigenous perspectives weren't just "added on," but were foundational to the student and staff experience.
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The Art of the Earned Narrative
The most effective media strategies aren't built on a press release; they are built on an intimate understanding of how stories are filed and what journalists actually need.
Drawing on years of experience inside a newsroom, I approach media relations with a producer’s lens, identifying the "hook" that turns an organizational milestone into a national headline. By navigating the intersection of newsroom demands and corporate values, I’ve successfully expanded media reach by 4,900% and built lasting partnerships with over 100 local and national outlets to communicate a brand’s mission to the public.
Centralizing Institutional Knowledge
Internal ecosystems are often the most overlooked part of a brand’s health, yet they dictate the speed of every decision made. Faced with a fragmented landscape of legacy data, this project was an exercise in digital archeology and modern UX design. By architecting a new way for thousands of employees to find what they need, I improved the access to tools and resources needed for front-line staff to work with patients.
Strengthening Brand Authority through Local Visual Storytelling
In an industry as personal as healthcare, stock photography often fails to capture the genuine connection between a clinician and their patient.
To ensure our future digital and print ecosystems — from the Advance website to internal SharePoint hubs — reflected the true face of our organization, I led a strategic initiative to build a proprietary asset library. By coordinating a large-scale, on-site photoshoot with a local photographer, we moved beyond generic imagery to create an authentic "photo bank" of our own staff and medical professionals. This not only humanized our brand across all communication channels but also provided a sustainable, high-quality resource for years of multi-channel campaigns.
