Latest Work

PlaySugarHouse

PlaySugarHouse (formally SugarHouse) is an online casino and sports betting platform licensed in Philadelphia. It is a sub-brand of Bet Rivers and is closely associated with the Rivers Casino.

Working with Rush Street Interactive and Reach Creative I helped overhaul the brand across three sectors, Casino, Sportsbook, and VIP, including redesigning the main identity and developing a robust set of brand guidelines for Rush Street Interactive designers and third-party vendors.

Promotional sale advertisement with colorful sections. The top left features a spinning wheel with dollar signs and the text 'Spin Into Friday' and a bonus code for deposit. Below that, a red banner advertises 2x point multiplier for all day with Rocket! Red Glare. Next to it, a green section promotes a $50,000 Irish Gold Rush Drawing with bonus money prizes. The bottom left is blue and highlights 'Rich Little Happy Hour' from 5PM to 9PM with 2x points on featured games. The right side has a bright yellow background with Easter-themed chocolates and candies, promoting an Easter weekend bonus store sale with up to 25% off on select items.

A promotional collage for a sports and betting event called 'NCAA Football Bowl Game Frenzy.' The collage includes images of athletes from various sports: a boxer, a hockey player, a golfer, a baseball player, and an American football player. The texts highlight different betting promotions: 'UFC 314 Parlay Profit Boost,' 'NHL SGP Bet & Get,' 'PGA Championship Live Profit Boost,' and 'MLB Futures Bet & Get.'

Colorful game advertisement featuring a cheerful cartoon character with glasses, a beard, and a tattoo on his arm, on a purple background with game elements like gold coins and candies, and text promoting the game 'Join the Sugar Rush: A Sweet Introduction'.

Color palette examples with vibrant backgrounds and bold, colorful text. The top row shows six versions labeled 'Extended Palette' with different background colors: blue, purple, green, orange, pink, and yellow, each with a tagline 'Sugar Lives Here.' The bottom row shows three darker patterned backgrounds: orange, red, and green, without text.

Colorful candy pieces arranged in rows, including gold coins, gummy bears, coated chocolate pieces, and jelly beans, on a white background with a guide on candy piece arrangement and layering.

Promotional graphic for the Play Sugar House casino sportsbook app with colorful star candies and a blurred phone screen showing the app's interface.

Scene+

Scene+ is the rebrand and expanded offering of the popular Cineplex and Scotiabank Scene rewards program that has been running in Canada since 2007. No longer just associated with movies, members now have the ability to earn and redeem on everything from travel, shopping, dining, entertainment, groceries, home improvements, and more. It’s a massive overhaul and upgrade and stands out as one of the best loyalty programs in Canada.

Working with Lighthouse in Toronto (Scotiabank's in-house agency), Scene LP, Bensimon Byrne, and Rethink, I played a pivotal role in the creative evolution of the new program since early 2021. Taking charge of producing and supervising initiatives across various communication channels, I was instrumental in the Canada-wide launch, and was also the lead in developing robust brand guidelines for Lighthouse designers, creative partners, and third-party vendors.

An offshoot and highlight of this project was the design and production of the Scotiabank Scene+ debit and credit cards. Throughout the process I gained valuable knowledge on accessibility standards for customers in their day-to-day banking.

Open tri-fold brochure for a company called Scene, featuring the tagline 'HERE'S YOUR SCENE & REWARDS CARD, YOU'RE GOING TO LOVE WHAT'S NEXT.' The brochure displays colorful dots, icons for travel, entertainment, shopping, and dining, and includes QR codes and contact information on a purple background.

Two black notebooks with the word 'Scene' in white text on the cover, decorated with colorful circles, placed on a white surface.

Open magazine with black page titled 'CREATIVE OVERVIEW' and colorful dotted design; adjacent pages feature event and scene promotion graphics and photographs for a creative or event planning guide.

A collage of promotional graphics for Scene, featuring various offers and rewards for travel, dining, shopping, and entertainment, with images of people enjoying activities, landmarks like the Eiffel Tower, and food. The graphics include colorful designs, text about earning points, discounts, and special events such as Thanksgiving weekend and travel to Paris, Vancouver, Montreal, and Calgary.

A black-themed infographic about hierarchy in design, featuring various text styles and colors with instructions and notes about creating layouts, including details about font types, sizes, and punctuation.

A digital color palette guide with a black background featuring primary black and white, and secondary purple, green, yellow, red, pink, blue, orange colors. Includes hex, RGB, PMS, and CMYK color codes for each shade, with notes on color usage and an explanatory note in purple about creating tints and shades.

Text-based promotional graphic with black background promoting earning bonus points with Scotiabank Scene+ Visa card, highlighting words 'GROCERIES' in green and 'LOVE' in yellow, displaying instructions on highlighting words for rewards, and tips for using Noe for emphasis.

Three ScotiaBank Scene debit and credit cards in black, red, and navy blue, lying on a gray background.

Collection of promotional images and advertisements from Scotiabank, including information on grocery rewards programs, earning points, Scotiabank credit card offers, and special shopping deals. Features images of people shopping, using their phones, and promotional graphics for Rewards, Scene, and Scotiabank services.

Colorful icons on a black background representing various objects and symbols related to holidays, nature, food, and activities, arranged in a grid pattern.

“Steven is a pleasure to work with, and instrumental in shaping the new Scene+ brand. His mastery of design and colour helped us produce a multi-award-winning brand. He's the full package, with extraordinary talents in managing clients, and a rare and special level of creativity.”

Susan LeBlanc
Executive Director, Marketing Communications
Scene LP

Scotia Club
NHL All-Star
Weekend

Over the course of three days for the NHL All-Star Weekend event in Toronto, Scotiabank hosted close to 750 clients, partners, and key stakeholders at the Scotia Club in the Hotel Le Germain. In addition to two pre-event Tailgates, three business line events were held in the event space – the SWI-WISE-NHL Event, MD Financial Event, and Small Business Event.

Working with Lighthouse in Toronto (Scotiabank's in-house agency), I assisted in taking concepts to final execution for all elements and areas of the event space, working with various vendors to ensure a smooth transition for installation.

Two white table lamps on a red surface, with hockey pucks, one red and one black, in the foreground and a black vase with green plants in the background.

Two men behind a bar at an event, with one smiling and wearing a black shirt and the other smiling and wearing a black shirt, both with lanyards that say 'ALL ACCESS', in front of a television showing an award ceremony with people in ceremonial robes, under a sign that reads 'Scotia Club'.

Display of CCM hockey helmets in red, white, and black on a patterned black wall, with a large poster of a woman in hockey gear holding a helmet and a bouquet of flowers.

Display of NHL All-Star game jerseys in a store, with white, blue, red, and yellow jerseys with NHL All-Star logos hanging on racks, a red counter with a small lamp and a potted plant, and shelves of folded jerseys, inside a room with windows and city view.

Five women seated on a stage with a mountain and lake backdrop, and one woman standing at a clear podium speaking into a microphone.

“Thanks for the incredible work you delivered for the NHL All-Star Weekend. Your work exemplified creative excellence and taking things to the next level. Thank you for being a force for good and making it super easy, and a pleasure “to do business” with you. I can’t wait for our next collaboration.”

Nishi Elisabeth Aubin
Senior Event Designer
Lighthouse

Loblaw Agency

Loblaw Agency reached out to me during a period of management transition to assist for six months in overseeing creative updates across their many banners, including RCS, Shoppers, and No Frills.

Highlights include summer TV/social spot concepts for RCS, breathing new life into HIT OF THE MONTH branding, and developing an enterprise-wide standard for value signage.

April promotional flyer with black and tan swirl background, featuring various grocery deals. The top section has text 'Hit of the Month'. The left side shows a $2.99 GO Pure fruit and oat bar, $2 snack bags, and $4 frozen breakfast items. The right side highlights Lederk Go Pure bars at $2, with non-members paying $2.99. Bold text states 'Lowest Prices, Best Deals'.

Red promotional flyer from Optimum encouraging shopping and earning rewards from June 6 to June 12, with an image of a black and gold lounge chair and text about earning 25,000 points for every $100 spent on various categories.

Advertisement for super baby days sale featuring a red baby sleeper with dinosaur print, priced at $12, available from July 11 to 31, with small images of other sleepers at the bottom.

Display of pricing labels and a product stand with home and garden items. The labels show prices of $8, $3, $2, $8, $9, and $2, with some featuring sample text like 'DESCRIPTION GOES HERE' and 'ALWAYS $3 VALUE'.

Spirits with Smoke

Spirits with Smoke is a Canadian online company selling smoking cocktail kits to the home mixologist market.

As the company expanded they reached out to me to create a deluxe packaging range to allow the products to be sold in stores and at trade shows. Taking cues from their Art Deco branding I developed luxurious packaging that gives the customer a premium unboxing experience.

I had full control of the process from start to finish, working closely with the print vendor to achieve the best possible result for the budget.

Blue box of spirits with smoked old fashioned flavor, label reads "SPIRITS with SMOKE" and "Smoked Old Fashioned Style", positioned on a white background.

Wooden table with bottles of black talk bitters, dried orange slices, menus, and decorative wood blocks labeled with flavors like cherry, maple, oak, light smoke.

Person stacking wooden coasters above a glass with ice and a brown-colored drink on a black table, with a blue box labeled 'Spirits Smoke' in the background.

A hand holding a torch with a blue flame directed at a small saucer on top of a glass container filled with red liquid, with a flame on the saucer.

Containers of smoked and grilled food on a wooden serving tray, topped with a QR code, with orange slices as garnish.

A person opening a wooden box containing essential oils, a spray bottle, and wooden tags with words like 'Energize,' 'Calm,' 'Sleep,' and 'Drink'.

Blue box labeled 'Spirits with Smoke Smoked Cocktail Kit' with gold decorative borders and text, containing a smoking cocktail starter kit.

A rectangular box with a dark blue background and gold geometric line designs, labeled as 'SPIRITS with SMOKE', a home smoking board.

Blue and white rectangular box with gold decorative lines, labeled "Spirits with Smoke," containing smoked old fashioned fit, with a window revealing the top of the box.

A hand placing a glass cup with a small flame inside on a wooden board labeled with different tree types: cherry, hickory, maple, oak, walnut.

Investment Planning Counsel of Canada

IPC was managing 4 brands with logos, wordmarks, visual language, photography style, and tone that appeared across various digital platforms and advisor resources (websites, intranet, newsletters, PPTs, PDFs, etc.) This created confusion for advisors in the marketplace. A decision was made to create a more streamlined brand universe which allows IPC to focus on high impact, innovative activities to build the business.

Working with them, I was able to bring the new brands to life across multiple channels and create brand standards for their internal designers.