MEC is Canada's leading outdoor retailer in support of biking, camping, climbing, cycling, hiking, running, skiing, water sports, yoga and lifestyle activities. They sell outdoor gear under their own brand label, and they sell a wide range of partner brands at MEC stores across Canada and online.
As Design Lead in the Communications and Marketing team, I worked on countless campaigns promoting the MEC brand and partner brands for all activities including travel and holiday. I led a team of internal and freelance graphic designers, web designers and production designers. I art directed numerous photo and video shoots, and designed packaging, integrated campaigns, in-store graphics, signage and so much more.
MEC Rebrand
For the MEC rebrand project, I worked closely with the executive leadership team and numerous external partners, leading the successful launch which included creative direction (and in many cases, design) for the rebranding of thousands of assets—from product design, in-store design, website, mobile app and social channels. Following the September 2017 rebrand launch, holiday sales increased by approximately 20%. In 2013 MEC had sales of $336 million, and by 2017, with 22 retail stores and 2,450 employees, sales were at $455 million with an $11.7 million profit.
Pre-launch video
Head Office Interior Design
The Vancouver MEC head office was a special project—a 112,000 square foot building that achieved LEED Platinum certification. It was designed under the company's sustainability agenda using innovative technology to minimize its environmental footprint and provide an enhanced, healthy work environment for its employees. The building is 70 per cent more energy efficient compared to conventional office buildings.
I worked with MEC's CFO, Office Manager, Architects and Interior Designers to concept and implement many of the building's finishings, meeting room identification, typographic treatment, reception display design and wind tunnel graphics. Following the building opening in 2014, I also created a sense of space for staff and visitors on the main floor lobby, fourth floor staff lounges and bike room entrance. For the reception display, I designed a magnetic wall to accommodate changing graphics and product displays with movable magnetic shelves.
Art Direction
A small, small sample of the photo and video shoots I art directed and coordinated.
A small, small sample of the photo and video shoots I art directed and coordinated.