Sam Loiselle

Creative & Brand Strategist • Video & Animation Designer • UI Designer • Toronto, ON, CA

Creative Direction

Jack-of-all Trades

Brand Design

Figma

Video Editing

Motion Graphics

After Effects

Adobe Photoshop

Color Theory

Visual Design

Advertising

Screen Printing

Brand Development

Design

Adobe Creative Suite

Procreate

Information Design

Adobe InDesign

Motion Design

Illustrator

Adobe After Effects

Graphic Design

Available for hire fromNegotiable

Contracts

Versatile multimedia brand designer with a passion for creating community

Experienced brand designer with a passion for cultivating community through design. With a background in creative direction and digital communications, I have been able to integrate my talent for storytelling through various projects to leverage emotions and create visually stunning work that resonates deeply conceptually and aesthetically. Outside of work, I enjoy experimenting with music and trying new recipes in the kitchen.

Projects

Comfort Burger Company

I created this brand identity through the adaptation of an existing logomark and ideation as passed on to me from my colleague at Sovereign State, Maddy North. Maddy passed on the basic direction to me under supervision of the creative director, Joel Gregorio. Joel emphasised the importance of expanding the identity from the logo onwards to create a cohesive experience—right from when the customer enters the restaurant to the very last bite of food. Conceptually, my idea for this brand was inspired by my best friend from back home. I moved across Canada to study design, so I only get to see her a couple times a year. Despite the distance, our bond never weakens and our friendship picks up right where we left off. I wanted to capture the feeling of comfort and familiarity one experiences when seeing an old friend after a long time. The colour pink is a stand-out asset in this identity. It is often overlooked in the food industry, and I wanted to take that opportunity to create a brand that stands out amongst competitors. Pink represents intimacy, familiarity, and the feeling of home. The great thing about the logo I was given is that it’s a part of a system that can be ever-expanded. The ‘patties’ of the burger contain different illustrations that can be switched out and added to in order to communicate different ideas. This especially translates in the logo motion design I created for the brand.See More

Resolution DESN2024 Grad Show

I was elected by my peers to be the head of the Branding and Identity team for the DESN2024 graduate showcase. I led a team of five students to create and expand the identity through a variety of collateral for the show over the course of a year. The initial moodboard for the identity (originally titled “Reduction”) was based on old-internet motifs. The idea was to pay homage to the first examples of digital design (ascii, pixel art, etc.) and create a contrast between the show’s identity and the student work on display. We wanted to represent the class’ values of determination through the program, teamwork, and individuality. The name of the show, Resolution, can be interpreted as 1) the dimensions of an image as measured in pixels; 2) finding an answer or solution to a problem; 3) a determination made by a group of people. Any shortfalls that were discovered over the course of the year allowed us to revise the brand book and add additional rules. After the brand book was largely completed, I allocated each group member to another team to act as a brand representative to make sure everything matched the guidelines.See More

Haven

Individuals across all communities in Toronto look for spaces that are accessible according to their needs, but there isn’t a dedicated way to find them. Haven is an app designed through an assessment of the complex social ecologies of our city, intended to connect marginalized demographics through community-vetted safe spaces. As a platform for marginalized and vulnerable communities, we carry a lot of responsibility. Our goal is to create an open environment, and that begins from the first interaction. At no point is the user asked for their name. Everyone should feel comfortable sharing their honest thoughts, without fear of judgement or retaliation. Using crowdsourced data, Haven actively suggests businesses and leisure establishments based on each user’s unique identity. Our algorithm is driven by user-submitted evaluations. Haven lets users evaluate places on behalf of the communities they identify with, giving everyone a voice to recommend for—or against—the places they visit.See More

Work History

Event Coordinator

Design Students' AssociationApr 2023 - Present • 1 yr 6 mosAs an Event Coordinator, likely responsible for planning, organizing, and executing events for the association.

Founder

studio5am2019 - Present • 5 yrsAs a Graphic Designer, likely responsible for creating visual content for various media.

Branding & Identity Team Lead

DESN 2024 Grad ShowSep 2023 - Apr 2024 • 8 mosAs a Branding & Identity Team Lead, likely responsible for overseeing the development of the brand and identity for the graduation show.

Design Intern

Sovereign StateJul 2023 - Sep 2023 • 3 mosAs a Design Intern, likely responsible for assisting with design projects and gaining practical experience.

Editorial Designer

Artichoke MagazineSep 2022 - Apr 2023 • 8 mosAs an Editorial Designer, likely responsible for designing layouts and visual elements for the magazine.

Education

York University

Specialized Honours Bachelors, Graphic Design2020 - 2024

Gleneagle Secondary School

Dogwood, Business/Commerce, General2016 - 2020

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