George Brown College
Brand and Campaign Design
Services
Brand & Campaign Design
Print & Editorial
Social Media
Merchandise
Event Branding
The Problem
George Brown College runs dozens of simultaneous initiatives — a Toronto Raptors partnership, flagship campus events, community mentorship programs, and institutional reporting — each with its own audience, tone, and stakes. Every one needed to feel distinct enough to land with its specific audience, yet unmistakably part of GBC. The challenge wasn't inventing a brand; it was extending an established one across contexts that pulled in very different directions.
The Insight
Consistency isn't sameness. The strongest approach wasn't forcing every piece to look identical. It was identifying the right anchor for each context. Raptors red for the partnership. Earth tones and cultural iconography for the mentorship program. Bold celebration graphics for the Food Court Social. Calm, accessible structure for institutional print. Each one reads first as itself, and second, always, as GBC.
Design Decisions
Each project started from the same brand foundation, and the real work was in how we applied it. Working within the marketing team alongside the design manager, I took on a different problem each time. The Raptors partnership meant reconciling two brand systems into one cohesive look. The Food Court Social meant carrying a single identity across posters, signage, and a physical stage backdrop. The Indigenous Mentorship Program meant building a new mark with cultural care. The annual reports meant making dense information clear and AODA-accessible. Same foundation, four very different problems, and a different decision behind each.
Toronto Raptors Partnership
Concepted the merchandise and full social suite for GBC's official Toronto Raptors partnership — bringing two major brand systems together across print and digital.
Food Court Social
Working from the brief alongside the design manager, I designed the full suite of event collateral for GBC's flagship annual event — posters, signage, stage backdrop, and digital displays, carrying one cohesive look across campus.
Annual Reports / Accessible Documents
Turned dense institutional data into clear, on-brand reports built to AODA accessibility standards — proving structure and design can live in the same document.
Indigenous Mentorship Program
Redesigned the Indigenous Mentorship Program's logo, balancing the program's cultural values with GBC's brand.
The Impact
Over two years I contributed to 4+ major campaigns — creating design across all 3 GBC campuses. Designing for 28,000 students at a formative point in their lives meant every brief carried real weight — get the visual language right, and people feel seen, represented, and proud of where they chose to study. That's what made the work matter.
