Canadian Spa Company

Website Design

Set the creative direction and information architecture for the Canadian Spa Company website, supporting confident decision-making for a high-consideration B2C and B2B purchase.
Directed visual production across shot lists, 3D renders, and product videos to clearly communicate features and reinforce the brand narrative.
Established an intuitive system for organizing parts and accessories by hot tub model, improving usability and consistency across the site.

Set the creative direction for the Wave Membership Program, positioning loyalty as added value beyond the initial purchase through exclusive member benefits.
Integrated a filter subscription program into the ecosystem, driving repeat purchase behavior and contributing over 2% of total revenue through recurring subscription sales.
Directed a segmented email funnel to launch the program, offering free first-year membership to existing customers and purchase-based incentives to new buyers, resulting in an 8% year-over-year increase in website sales.

Set the creative direction for a swim spa photoshoot supporting digital, print, and retail marketing.
Directed shot planning, styling, and on-set art direction to capture scale, features, and lifestyle appeal while maintaining brand consistency.
Delivered a versatile asset library designed to clearly communicate product value across multiple touchpoints.

1/1

Set the creative direction for the Glacier Filter packaging system, overseeing development from concept through production.
Designed a scalable in-aisle retail system spanning inner packaging, master cartons, and a full kiosk display.
Used glacier-inspired visuals and a clear information hierarchy to translate a technical filtration product into a confident, consumer-friendly retail experience across all touchpoints.