2023–Present
Owned the end-to-end Brand Identity for Threshold UAV & RockPro, both agri-tech startup's who are focused on UAV and terrain solutions. Provide ongoing creative direction and brand strategy to support its evolution and growth. Lead the design of numerous pitch decks, trade show collateral, print materials, and website redesigns, while shaping ad strategy and creative for both digital and field campaigns.
I translate complex technical capabilities into clear, professional visual systems: infographics, iconography, motion graphics and data visualizations that resonate with agricultural, industrial, and investor audiences. I continue to help pioneer a cohesive and professional brand presence across all touch-points to reinforce credibility and position the company for continued success in competitive markets.
The Impact: Own the brand image from start to finish of Threshold UAV & RockPro, on an on-going basis. Creative Direction, Brand Strategy, Numerous Pitch Decks, Print, Trade Show Collateral, Print Design, Website Re-Designs, Ad Strategy and Design.
Programs Used: Adobe Illustrator | Adobe inDesign | Adobe Photoshop | Adobe After Effects
brand identity: Beginning of the Brand Presentation, themes I chose to research, storytelling I focused on, and design for a memorable and different brand image in a highly saturated tech sector, which has proven to withstand the test of time for over 3+ years, and remains stand-out within the Agri-tech industry.
The concept: diffe The drones used by Threshold, are designed to operate as a small-fleet. The logomark both encompasses both the idea of a single drone, as well as a group of drones. It is a versatile and streamlined mark that is designed to be used in all different directions -- just like how the drones operate.
Several other Brand Supporting assets were designed to empower the Threshold brand, with an 'Alberta Bound' stamp, signifying both the origin of the company as well as Alberta being Canada’s premier agricultural powerhouse, where traditional farming seamlessly meets data, AI, and food technology. The thin-stroke line Propellor brand is a supporting theme, often used as a background element within the brand, as well as on business cards.
^ Detailed Concepts on the chosen elements and storytelling.
Agri-tech competition: One of several Pitch Decks designed for presentation to Investors, and peers within Agriculture, Tech and Industrial industries. This deck helped the team win the competition, taking home a $20,000 cheque.
motion graphics: Showing the versatility of the logo-mark, I created story-boards and designed a landing page hero graphic. I also created story-boards and handed off to a motion graphic artist, a detailed concept which directly shows how the drone fleet operates together.
