Role: Brand vision, design language, creative direction, graphic design, UX design, video production. I worked with the creative team at McMillan to apply the brand language across over 200 deliverables.
Watch the brand release synopses below:
There’s often a misconception that the B2B world is drab and outdated. But it can be fresh and exciting, and the new brand set out to reflect that.
McMillan evolved to embrace the different “sides” though they’d be better described as multiple personalities than true silos.
There’s the McMillan the trusted partner in business, and then there’s McM, the wild creative side that pushes boundaries.
Wayfinding and signage done in collaboration with Michael Zavachy
“What got me was the business cards that kind of sum up the effort: they are elegant and serious but with a creative flair that’s just the right amount for the business-to-business clients they do business with.”
- Official review: Brand New's Under Consideration
McMillan’s onboarding package includes an augmented reality printed book: if you hover your phone over a printed page with a McM logo, it will spring to life with full video animation right on that page.
McM's Onboarding book won the gold trophy at The Canadian Print Awards
Videos created in collaboration with Marissa King and Chris Moberg
