Driver

CLIENT

Canadian Tire

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PROJECT

Editorial, Page Layouts

THE CHALLENGE

Driver 2020 was developed as a large-scale automotive publication designed to support seasonal retail initiatives while helping customers navigate complex vehicle, product, and service information in a clear and engaging way. The challenge was to organize dense promotional, editorial, and technical content into a cohesive communication system that balanced customer education, visual storytelling, and retail marketing objectives across print and supporting digital channels.

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MY ROLE

I participated in the creative design and layout development of the publication from concept through final production, collaborating closely with marketing, merchandising, copywriting, photography, and production teams. My role included establishing the visual direction, designing editorial and promotional page systems, developing typography and information hierarchy standards, and creating flexible layouts capable of supporting large volumes of technical and promotional content. I also partnered with stakeholders to ensure the publication aligned with campaign objectives, production requirements, and overall brand consistency across customer touchpoints.

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THE OUTCOME

The final publication delivered a visually cohesive and highly navigable customer communication piece that combined promotional retail messaging with editorial-style automotive storytelling. Through structured grid systems, clear typography hierarchy, and modular layout design, the publication improved readability and simplified complex product and service information while maintaining strong brand consistency across channels. The project also supported efficient cross-functional collaboration and successful delivery within fast-paced production timelines.