Dianne Semark | Creative Director - Mountain Equipment Co-op

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.

Good Times Outside campaign, cycling transit shelter ad

Good Times Outside campaign, cycling ad

Good Times Outside, reusable shopping bag made with 85% post-consumer recycled content

Good Times Outside campaign, running campus ads

Good Times Outside campaign, camping transit ad

Good Times Outside campaign, camping transit shelter ad

Good Times Outside campaign, skiing transit shelter ad

Good Times Outside, skiing print ad

Run campaign promo

Cycle campaign, mobile promo

Run campaign, in-store promo poster

Cycle campaign, French mobile app

Good Times Outside campaign, billboard ad

Good Times Outside display ad

Good Times Outside campaign, Facebook ads

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

Printed Gift Card

Digital gift card | camping

Digital gift card | mountain biking

Digital gift card | running

Digital gift card | travel

Rebrand landing page

Store signage detail

Store signage design | Montreal

Interior signage design | Toronto

Rebrand staff T-shirt design

Exterior signage design | Toronto

Rebrand campaign homepage hero | Running

Rebrand campaign homepage hero | Hiking

Rebrand campaign transit wrap | Toronto

Rebrand banner ads

Rebrand mobile billboard design

Rebrand mobile ad design | French

Rebrand store window design | skiing

Rebrand transit ad design | cycling

Rebrand transit ad design | running

Rebrand transit ad design | climbing

Rebrand transit ad design | paddling

Rebrand transit ad design | hiking

Rebrand email design

Rebrand sea-to-sky gondola station wrap

Rebrand sea-to-sky gondola ad | photo location: the Chief

Rebrand sea-to-sky gondola ad

Rebrand product branding

Custom on-demand shipping box design

Rebrand water bottle design

Rebrand product design | Haversack made from recycled materials

Rebrand product design | Haversacks made from recycled materials

Rebrand shopping bag | reusable shopping bag made with 85% post-consumer recycled content

Rebrand ultimate disc design

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.