This project was a complete replacement of the gallery’s old existing website with a responsive design. Although the project was for a small business, the gallery had faced a substantial growth in competition from both other framing businesses and cheap framing alternatives such as IKEA or craft shops.

The gallery is also located a short distance from major destination areas such as Little Italy and The Annex, making it harder for customers to just “stumble upon it”. It was necessary to change the gallery’s focus and highlight its unique strengths.

The redesign included a comparative analysis, use of personas, followed with wireframing, design, almost entirely custom photography and a substantial part of the copywriting. The site was built using squarespace.

AGENCY: Freelance client
STRATEGY, ART DIRECTION, PHOTOGRAPHY: Anneli West
WEBSITE: Anneli West (Squarespace)

This project started with the request for sixty eBook covers for a collection of short stories and novellas by the fantasy writer Michelle Sagara (also writes under the name Michelle West).

Because of the extremely low budget, they were originally to be repetitive graphics with changes in title, colour, pattern, etc. But unfortunately the fantasy world is used to seeing dragons and princesses and foreign worlds portrayed on their book covers, so the quick and efficient graphical approach was dropped.

The solution still required each cover to be created within 1-4 hours. Using my own personal photography, scanned textures, a lot of free Photoshop brushes and some purchased stock images, I ended up designing a total of 30 out of the 60 covers.

Perhaps not the most financially profitable job, but creatively it was a delight to work on such a project.

AGENCY: Freelance client
ART DIRECTION/DESIGN: Anneli West

Being the AOR for Travel Alberta, a huge range of digital work was created for them. Each summer and winter a new campaign was released. Although I also worked on print projects, much of my focus was on digital — creative for flash banner ads (some being quite complicated expandables with video), eblasts, small mobile apps, and social media ads/graphics for Facebook.

AGENCY: Venture Communications
ART DIRECTORS: John Halliday, Briana Hayes
DESIGN/PRODUCTION: Anneli West

Along with the print, I worked on several series of banners ads and also promotional emails and enewsletters.

AGENCY: Venture Communications
CREATIVE DIRECTOR: Jon Mychajlyszyn
DESIGN/PRODUCTION: Anneli West

This multifaceted campaign reached out to both adults and children in the local Banff, Alberta market in order to reverse a decline in bookings for Brewster Travel tours. Three tours were chosen to create an epic adventure/movie poster appeal for children. The campaign included print, cinema, radio, PR, and online.

Included in the opportunity to “Refuel Your Kids’ Imagination” were free tickets for kids to all Brewster Rocky Mountain adventures, plus a chance for the whole family to win a weekend package through an online art contest. The site also had to include deals for adults. Results showed over 2,200 tickets were downloaded and redeemed at a whooping 71%.

Using only the three print posters as a creative launching point, working with the front-end developers, I designed the microsite, eblast, carousel banners and flash banners ads.

AGENCY: Venture Communications
CREATIVE DIRECTOR: Paul Hains
WEBSITE/EMAIL/BANNER DESIGN: Anneli West

A simple but elegant project for an exclusive PR event to promote Jack Daniel's Sinatra Select. Here I've only included the digital side—evite, RSVP and confirmation.

Other items included custom cigar labels and boxes, plus printed invitation and some signage.

ART DIRECTION/DESIGN: Anneli West

The Rexall website was an inherited site. It was up to us at Venture Communications to work within the style and functionality limitations of the existing site, applying weekly updates, promotions and new pages.

ART DIRECTION: Briana Hayes
DESIGN/PHOTOSHOP/MOCKUPS: Anneli West
 

We also put forth several proposals to improve the site's search capabilities, store locators, SEO, to name a few of our suggestions. Unfortunately we didn't know that Rexall was going through a complete rebranding makeover with another company that also included their website.

At Venture Communications, we produce both print and digital for Husky. My role was more production focused for this client, but I did the creative on a series of banner ads that were used internally on the new website.

AGENCY: Venture Communications
ART DIRECTOR: Briana Hayes
DESIGN: Anneli West

YouInc is a online community for entrepreneurs to connect, share and learn from not only several blog sources but also from each other. It was conceived and created with funding from Arlene Dickinson of Dragon's Den fame.

It was mostly a separate entity from Venture, but during making of the mobile site, I helped by building out the mobile version of the site, working from wireframes and following direction from the creative director.

At various times I also helped by creating blog visuals, graphics for social media and print creative for special events.

AGENCY: Venture Communications
CREATIVE DIRECTOR: Sara Atrvash
DESIGN: Anneli West

The mandate was to help the public understand the relationship between our daily lives and the tight link to oil as a necessary product. This campaign was divided into four approaches. Here I've shown three of the four: Duality, Drilling and More2theStory. Some of the campaigns focused more on print, while others mainly utilized digital.

With the digital ads, I used existing creative from the print campaign to design and build out the various sizes and styles of flash banner ads.

AGENCY: Venture Communications
CREATIVE DIRECTORS:
Jon Mychajlyszyn, Sara Atrvash
DESIGN/PRODUCTION: Anneli West

With Venture CEO Arlene Dickinson's connection to Dragon's Den, Scotiabank requested a campaign to promote the bank's small business owner services. Venture developed the new “Business is Personal” creative strategy from which all the media executions were built upon.

Phase 1 introduced the Arlene connection with the bank, along with a competition including time with her. 

For Phase 2, personas were created for each stage of an entrepreneur’s business (‘The Planner’, ‘The Starter’, and ‘The Grower’).

Phase 3 focused on the new $6 Small Business Account launch.

My role came in right after the strategy was approved. Image searching, design and layout both print and digital, liaison with photo retoucher, and working on elements for the website.

AGENCY: Venture Communications
CREATIVE DIRECTOR: Paul Hains (print) Sara Atrvash (digital)
DESIGN/PRODUCTION: Anneli West

Every year several campaigns were developed for various cars, parts & services, the dealerships and regular annual events/sales. With Toyota my role was mainly transferring the creative used in the videos or print campaign to a digital media format, such as banner ads, social media. Occasionally I also helped role out print for ads, billboards and POS. Here I've shown a small selection from some of these campaigns.

AGENCY: Venture Communications
CREATIVE DIRECTOR:
John Halliday, Sara Atrvash
DESIGN: Anneli West

Initially the idea for the rebranded Venture website was to create an easily updated site to showcase recent work and news releases. Possibly using a CMS framework. Here I've shown the wireframes I made for this site.

This was replaced with the "manifesto" and "marketers for an entrepreneurial nation" concept, of which I helped with some of the layout and also digital banners.

AGENCY: Venture Communications
CREATIVE DIRECTOR: Sara Atrvash
DESIGN: Anneli West

Emails and flash banner ads to support the launch of AIR MILES' new mobile app to help with partner store locating.

In this case, I not only designed the psd files, but I also built the final flash (swf) deliverables.

AGENCY: Direct Antidote
DESIGN/FLASH: Anneli West