![](https://cdn.myportfolio.com/051db5b2-3185-4d72-9cf8-ec387ccdb4b3/963d94cd-6a83-4261-80fa-febb25ed114f_rw_600.png?h=fd7bc59f2e5a8457ef2348eab378c670)
![](https://cdn.myportfolio.com/051db5b2-3185-4d72-9cf8-ec387ccdb4b3/95d9a199-b95c-44a7-8709-c54e618f0342_rw_600.jpg?h=cfeec06a96ec7b7c87faeaabe94baf1c)
![](https://cdn.myportfolio.com/051db5b2-3185-4d72-9cf8-ec387ccdb4b3/9fc1d6be-79b5-45bc-b752-a76e8993fa35_rw_1200.png?h=9c6d79b82bf12090b75c75cb64dab358)
Customers walked into the LCBO, read, laughed, and bought.
![](https://cdn.myportfolio.com/051db5b2-3185-4d72-9cf8-ec387ccdb4b3/2363e32e-cb6b-4ef7-89a6-cefa82a5fb26_rw_1920.jpg?h=818f7ff26eb23895efc07b720113de59)
![](https://cdn.myportfolio.com/051db5b2-3185-4d72-9cf8-ec387ccdb4b3/15c2f63d-d04c-42b9-9dfd-c3360ad32601_rw_1920.jpg?h=17eda4afa4187ca641558cb4fb6aeb9b)
![](https://cdn.myportfolio.com/051db5b2-3185-4d72-9cf8-ec387ccdb4b3/678ee1d7-f465-431e-9631-1164faf0853b_rw_1200.jpg?h=59792ccd5aea3f87e17b4a61b5b1ca75)
![](https://cdn.myportfolio.com/051db5b2-3185-4d72-9cf8-ec387ccdb4b3/34e7181d-89a8-42b6-afe5-6ebbbe8d638d_rw_1200.png?h=90c7126caa701a467ea2dcf4a337f137)
Design: Shawn Murenbeeld, Fei Lu, Deborah Caprara.
![](https://cdn.myportfolio.com/051db5b2-3185-4d72-9cf8-ec387ccdb4b3/f47e6598-5c1d-4188-99e9-6eac6d6d15d5_rw_1200.gif?h=ab17d7aaed909ea66872b0d58b817487)
![](https://cdn.myportfolio.com/051db5b2-3185-4d72-9cf8-ec387ccdb4b3/439a2021-0235-42ad-9f45-97377eb33a47_rw_1200.gif?h=5775e6a756a53fd1eec8a835a353bb5d)
![](https://cdn.myportfolio.com/051db5b2-3185-4d72-9cf8-ec387ccdb4b3/329dc0e3-d87f-4487-a82a-5a8799a42908_rw_1200.gif?h=4c5253696727a958b733c8b33882d584)
![](https://cdn.myportfolio.com/051db5b2-3185-4d72-9cf8-ec387ccdb4b3/541e2737-b184-4fb5-9842-bfe6a001c70e_rw_1200.gif?h=6babeb13c025c70d14e181121b1ac377)
![](https://cdn.myportfolio.com/051db5b2-3185-4d72-9cf8-ec387ccdb4b3/4b85ddc5-74c7-44d8-b3bc-b7efe144c822_rw_1200.gif?h=891ffd71f11631fd727681baf0132a55)
![](https://cdn.myportfolio.com/051db5b2-3185-4d72-9cf8-ec387ccdb4b3/6752d857-3a18-4241-8a76-1b01c2865a39_rw_1200.jpg?h=ce0c8d9342f744caccd709f0404e4746)
![](https://cdn.myportfolio.com/051db5b2-3185-4d72-9cf8-ec387ccdb4b3/b0265f8c-4cf4-476a-992f-a43267186198_rw_1200.jpg?h=5b6bce46992cb256ac529b52f3117f09)
![](https://cdn.myportfolio.com/051db5b2-3185-4d72-9cf8-ec387ccdb4b3/b25500dd-ebf5-4066-bc35-7b26de9c245e_rw_1200.jpg?h=f0573b2f5fbf50ca865ce4b6cc2ef1eb)
![](https://cdn.myportfolio.com/051db5b2-3185-4d72-9cf8-ec387ccdb4b3/86eaf67f-c4ac-4346-b07f-01f6ea1091a1_rw_1200.png?h=257f70587d2519f1f9e39ea7e751b1a9)
![](https://cdn.myportfolio.com/051db5b2-3185-4d72-9cf8-ec387ccdb4b3/a6da8d0c-e327-46f1-9b0e-49066196de51_rw_600.png?h=87bce28a91b4c714bd3997f6b54c9e17)
![](https://cdn.myportfolio.com/051db5b2-3185-4d72-9cf8-ec387ccdb4b3/58023833-8d65-4c12-a96d-aef17860dbd8_rw_600.jpg?h=7061f123f90cc75ae7eb09c67ec57108)
![](https://cdn.myportfolio.com/051db5b2-3185-4d72-9cf8-ec387ccdb4b3/f2f9da3a-e459-40ec-84fc-8f384a97fc4f_rw_600.jpg?h=d3f751bd362b696e459e65d29c4668d1)
![](https://cdn.myportfolio.com/051db5b2-3185-4d72-9cf8-ec387ccdb4b3/edfae13e-cb12-447d-8043-09c889cee849_rw_600.png?h=fe025c042d5860521671cda6aaa759ff)
![](https://cdn.myportfolio.com/051db5b2-3185-4d72-9cf8-ec387ccdb4b3/23b44b19-da25-4097-8025-d22dd6373a10_rw_1920.jpg?h=dab48bb7a4b4d1c5b74533ba1e23167b)
![](https://cdn.myportfolio.com/051db5b2-3185-4d72-9cf8-ec387ccdb4b3/1d428eaf-df78-4ec7-9054-a6c56968a808_rw_600.jpg?h=7b63644b9dabaa0a358e8c75aef5c672)
![](https://cdn.myportfolio.com/051db5b2-3185-4d72-9cf8-ec387ccdb4b3/8f506d34-8788-4d89-bd4b-ece7bc75ac9a_rw_1920.jpg?h=e1d50501e46cf76087cbd9020907c836)
![](https://cdn.myportfolio.com/051db5b2-3185-4d72-9cf8-ec387ccdb4b3/896ad13b-9779-490f-af85-42b8c6f2c0a0_rw_1920.jpg?h=d07b19cf06b6f3ddaf9c622dc0571c41)
![](https://cdn.myportfolio.com/051db5b2-3185-4d72-9cf8-ec387ccdb4b3/9adf40a5-c33f-4fc4-9617-154af2d2dc7c_rw_1920.jpg?h=26334e5fd2a3aee183e7e10410d3e1b6)
![](https://cdn.myportfolio.com/051db5b2-3185-4d72-9cf8-ec387ccdb4b3/95246f2e-b81f-40c1-b9ce-4554f2e3cb38_rw_1920.jpg?h=5d4613a62307bbd10638497686156713)
![](https://cdn.myportfolio.com/051db5b2-3185-4d72-9cf8-ec387ccdb4b3/c6cfb73e-2c19-4077-9d51-27717c71a5f8_rw_1200.jpg?h=9fcee91620c582cb5a29749ea0feb273)
![](https://cdn.myportfolio.com/051db5b2-3185-4d72-9cf8-ec387ccdb4b3/cff9e142-2a6e-4b9d-8445-43a89a5f6eea_rw_1200.gif?h=a42bf1537c41dd26a7e77fab77772d6c)
![](https://cdn.myportfolio.com/051db5b2-3185-4d72-9cf8-ec387ccdb4b3/83a8d8e4-e638-4180-86d6-39a8e0b0eeda_rw_1920.jpg?h=ceba87e53ff685abc978b5fdd6ddd1c9)
![](https://cdn.myportfolio.com/051db5b2-3185-4d72-9cf8-ec387ccdb4b3/ee567625-cf25-48f9-8ae7-79336da7eeba_rw_600.jpg?h=2e680a506f2b8d24f9f81a760f632953)
![](https://cdn.myportfolio.com/051db5b2-3185-4d72-9cf8-ec387ccdb4b3/885c3779-1b44-4c5b-ba45-5aa4d8359952_rw_1200.png?h=c061b7edc9711fdf53507df086a75c41)
I have over 20 years experience as a Toronto creative director responsible for branding and re-branding organizations and services, including United Way Canada and several Canadian universities. I also get hands-on with product naming and label/package copy, because those 30 words or so are a big, private moment with a consumer, where you can tell your story, claim your difference, and get in their cart. On this page is a wine that I wrote the label copy for; it became the top-selling Ontario-wine the year it launched with a $0 advertising budget — just word of mouth, a great name, and, apparently, the label copy. I also work with many agencies and clients on their marketing strategies, from brainstorming, to developing and writing positioning options, to presenting to the board. I love finding something powerful about you that no one else can say.