What Influences your design style?

I want my design style to be adaptable and fluid. As Bruce Lee said "You must be shapeless, formless, like water. When you pour water in a cup, it becomes the cup. When you pour water in a bottle, it becomes the bottle. When you pour water in a teapot, it becomes the teapot. Now water can flow or it can crash. Become like water my friend".

I aim to adapt my design style to each problem that needs to be solved. I feel that Bruce Lee’s mindset of adaptability is sound advice, not only in design, but in life.



Project Type : Branding

This project aims to reduce accidents between motorists and cyclists by increasing community awareness and knowledge of safe cycling practices.

Sprocket works towards a positive road culture by humanizing cyclists, communicating important information and displaying it in an easy to understand way. While using fear or scare tactics may evoke an emotional response it spreads anxieties around cycling, affecting perception of road safety. On the other hand, providing information while humanizing cyclists is a good way of promoting awareness and getting a positive emotional response from the audience. The tone of the project is confident and informative — balancing the benefits of cycling and informing safe practices. 



This project’s audience consists of people interested in cycling, current cyclists, motorists, and pedestrians. Specifically targeting cyclists and drivers aged 16-24. This demographic has been selected as it represents a critical milestone, at which most people transition towards heavy bike or vehicle use. It also covers the learning period for most new drivers.


A cyclists awareness campaign is a great way to partner with a municipality, local businesses and cycling communities to promote safe practices. Through these partnerships, products like cycle guides and car decals can be handed out in the public. A series of posters will be placed in community areas, parking lots, bike lock-ups, and distributed to supporting organizations; this series will be a quick reminder for road users to follow the law and share the road. There’s potential for future additions, such as radio ads, app, and a website, which will create a significant presence in the community.

This project is intended for the City of Nanaimo, but can be easily applied to other small cities across Canada. With a potential for growth, it may help many communities develop a better road-safe culture.