The Outsider

THE CHALLENGE

The Spring edition of The Outsider required the development of a visually engaging, editorial-style publication that could balance promotional retail messaging with immersive seasonal storytelling. The publication needed to support Canadian Tire’s broader omni-channel marketing strategy while organizing large volumes of product, lifestyle, and editorial content into a cohesive and highly readable customer experience across print and digital formats.

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MY ROLE

I collaborated with a team of designers to complete the creative development and design execution of the publication from concept through final production, partnering closely with cross-functional marketing, merchandising, copywriting, and production teams. My role included establishing the visual direction, designing editorial layouts, developing content hierarchy systems, art directing photography selections, and ensuring consistency across all spreads and supporting campaign assets. I also collaborated with internal stakeholders to balance business objectives, promotional priorities, and customer-focused storytelling throughout the publication.

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THE OUTCOME

The final publication delivered a cohesive, visually engaging seasonal campaign that combined editorial storytelling with promotional retail content in a clear and accessible format. Through strong information hierarchy, typography, and modular layout systems, the publication improved content readability while supporting consistent brand expression across print and digital customer touchpoints.