Brand Identity, Logo Design


Sketching, Adobe Illustrator


Hot Mess Food Truck is a privately owned mobile food business, that is in need of a fresh new look to their existing brand identity.

They wanted to update their logo to be more on point with their companies image. which can be used on all print/digital marketing, menus and social media platforms. The client wanted to convey an image to their customers of a retro, 50’s diner type motif that celebrates their all female staff by creating a mascot in a family friendly pin up style, while maintaining their existing colour palette of red, black, grey and white.

To achieve this goal, this project required me to create a custom designed vector logo, that can be used cross platform for their marketing needs (print, social media etc). Using Adobe Illustrator I custom designed the pin up girl first by sketching out various faces and bodies for client approval, then eventually directly in illustrator with the intent of this being used as the decal on their truck as well as the main banner logo for their website.

In addition to the mascot logo, I also created a secondary typographic logo that can be paired with the mascot or used on its own for use with different printing needs (letterheads, napkins, discount cards) that the mascot logo may not be useful for.



Brand Identity, Web Design


Sketchbook, Adobe Illustrator, Photoshop, HTML/CSS, Javascript, SEO, WordPress


I was hired in 2019 to complete a rebrand for Carrie Levins Entertainment, a local DJ & Karaoke provider in the city of Edmonton. In addition to the rebrand, they were looking to launch their first website to reach a wider client base, as they were only getting clients via word of mouth.

My client only had 4 requests for the completion of this project, they wanted a dark theme motif, a speaker icon to emphasize the music part of their business, that I use a simple, easy to read design that can be used in both their digital and print marketing and most importantly to the client that it must incorporate some shade of purple (it being her favorite colour) as ultimately the brand was to best represent Carrie herself.

As you can see I created a Brand Identity with a unified theme built upon an “Electric” purple, white and black colour palette to create a dark design aesthetic. I wanted to emphasise the feeling of being at one of their events so I chose outward facing speakers, surrounding her name similar to how a DJ stands between speakers when dishing out the tunes.

I used the “Electric Purple” as their feature colour to not only reflect the feeling of the vibrant lightshow these events usually have as purple is whimsical, yet sophisticated and is often associated with luxury and extravagance. I used a simple yet complimentary sans-serif font for the copy as its easy to read and fit comfortably with the other elements of the design.