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.


Customer Retention
Subscription Programs
-
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.
Product Photoshoot
-
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.






Packaging Design
-
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.

