Family Foundations Canada
+ Family Dream Institute.
4.5 years as embedded creative director — building the visual identity system for a family of faith-based organizations from the inside.
Not a vendor.
An embedded
creative director.
For 4.5 years I served as the in-house creative lead across both Family Foundations Canada and the Family Dream Institute. In practice I functioned as the organizations' creative director — owning the visual output across every programme, campaign, and communication they produced.
There was no external agency. There was no art director above me. What each seminar looked like, what each campaign communicated, how the organization showed up across print, digital, email, and in the room — those were mine to decide, within the values and direction of the leadership team.
Four and a half years of consistent, high-volume creative output is its own kind of proof of quality. Organizations don't keep a creative they don't trust.
Every seminar its
own visual world.
The core creative challenge: every seminar needed its own distinct visual identity while remaining recognizably part of the same family. That's a more demanding brief than it sounds. Each seminar was approached as a mini brand project — its own colour palette, typographic direction, photographic style, and emotional register.
Overcoming Anger
Grungy, aggressive, high-contrast — bear imagery, torn paper textures, distressed typography. Designed to feel like the emotion it addresses.
The Question for Women
Bold magenta and neon pink with glitter texture. Feminine, attention-grabbing, unapologetically bold. Multiple iterations across years.
The Question for Men
Cinematic and masculine. Dark atmospheric photography, movie-poster typography. Intentionally different in energy from the women's version.
Financial Foundations
Clean, modern, architectural. Green and grey, geometric lines. Confident and professional — looks like it belongs in the business world.
AP2 Transforming Hearts
Warm terracotta and gold. Heart shape constructed from couple photography. Soft and emotionally resonant.
Covenant / Ancient Paths
Deep burgundy and cream, woodgrain texture, script typography. Elegant and intimate. Quiet and earthy, contemplative and unhurried.
Blessing Generations
Bright teal and vibrant photography collage. Multigenerational families, energetic layout. Warm and celebratory.
Battle for the Mind
Neural network patterns, deep navy and teal. Clinical precision meets spiritual content — appropriate for a psychiatrist-led webinar on mental health.
Empowering Relationships
Warm and approachable. Photography of real couples, soft blue tones, a sense of warmth and genuine possibility.
Every campaign hit
or exceeded its goal.
Original FFC brand direction. Assets: PowerPoint, video promo, infographic, email and social graphics.
Teal and orange, summer energy. Assets: giving letter, email graphics, social graphics.
Heritage and aged aesthetic. Burlap texture, serif typography. Assets: video promos, FB stories, postcard, email campaign.
Sophisticated dark navy and gold. Assets: social graphics, postcard, email graphics.
4.5 years of sustained
creative production.
PowerPoint System
Every seminar had a full presentation deck designed to match its visual identity. The Battle for the Mind deck looks clinical. The Beyond Anger deck feels raw. The Covenant deck feels intimate. A presentation is in the room with every attendee — it shapes how content is received.
Social Media & Video
Social graphics across Facebook, Instagram, and Twitter. Carousel posts for seminar promotion. Multiple video promos per seminar using motion graphics and designed text.
Print Collateral
Postcards, flyers, brochures, buck-slips, posters, signage. A pastor outreach brochure distilling a complex document into a targeted communication built for busy church leaders.
Rite of Passage Camp
Brochures, video promos, social graphics, and stories for the father-son camp experience — materials that needed to feel significant, not casual.
Web & Email
Web pages and banners for seminar registration, email graphics and campaign assets, app design assets — extending the brand consistently into every digital channel.
Website Redesign
Full website redesign for familydreaminstitute.ca — bringing the visual identity system onto the organization's primary digital home.
Looking for a creative partner
who shows up consistently
over the long term?
This is what that looks like in practice.