PROJECT roles
Brand Strategy
Visual & Verbal Identity
Logo Design
Web Design
Advertising
Brief
Tipella Backcountry, a Canadian off‑grid trailer manufacturer, engaged myself and Lisa Metz to revitalize their brand identity and digital presence. The goal was to modernize their image, streamline the online shopping experience, and create a compelling media kit to showcase product specs and lifestyle photography. Objective was to Clarify positioning and brand messaging, brand identity refresh, e‑commerce Shopify build, and media kit creation.
process
1. Research & Planning: Conducted market research, competitive benchmarking, and SWOT analysis to identify industry trends and customer needs. Mapped user personas and buying cycles.
2. Brand Strategy & Ideation: Drafted a creative brief outlining vision, mission, values, tone of voice, and value proposition. Developed positioning platform and renaming the overall brand to Rove Overland.
3. Visual Identity Development: Sketched and refined logo concepts; created final vector lockups and usage rules for print and digital. Established a modular colour palette and typography hierarchy for scalability across touchpoints.
4. UX/UI & Shopify Build: Defined sitemap and user flows; produced low‑ and high‑fidelity wireframes in Figma for desktop and mobile. Collaborated with developers to implement a customizable Shopify theme, focusing on clear product storytelling and streamlined checkout.
5. Implementation & Launch: Handed off annotated assets and style guide for brand and site. Coordinated soft launch and provided on‑call support during rollout.
software used
Adobe Illustrator, Photoshop, InDesign & Shopify
