Spadille

Total rebuild for a brand new active wear brand, competing in a saturated market. Content and stories surrounding real athletes and their actual stories.

Client

SPADILLE

Industry

FASHION

City

Toronto

Year

2026

Type of work

art direction, web design

Overview

I was hired to transition Doormat into its new era through a 360 rebrand to Ownright. New positioning, cleaner messaging, and a visual identity built entirely from scratch. It was an enormous endeavour, spanning marketing and design systems, a large illustration library, and a deep content model that explained the how-to's of home ownership to new buyers.

Since launch, the brand accrued millions of impressions without paid ads, and new qualified leads every day. Many companies treat rebrands to stay relevant. Ownright rebranded to be understood by the people it sells to, and the business followed.

3

MONTHS to compelte

30+

monthly content-led leads

7M+

IMPRESSIONS IN 4 MONTHS

Samantha berdini, SR. account manager

business wire VIA CATEGORY COMMS.

“Friendlier colours, human-centred illustrations, photography that's consciously more diverse—all of these components enforce a brand that makes us more approachable to homebuyers, investors, and agents”

imagery

Brands require enormous image libraries across web, paid channels, and UI. I used native AI tools like Midjourney and Flora to build imagery for blogs, product mock ups, socials, and OOH signage. It was an enormous endeavour, but necessary to create imagery that was uniquely ours.

PRODUCT & ENG.

Shoutout Ellie, Lead Product Designer and the whole engineering team. We collaborated day to build design systems for marketing and product that spoke to each other seamlessly. Across illustrations, in-app imagery, and brand, I can confidently say that we built a brand experience that felt consistent across every major surface we shipped.

illustration

I was so blessed to collaborate my beloved partner, Mariia Konash on an enormous illustration library. Mariia produced an enormous illustration library spanning hundreds of icons, highly detailed scenes and subjects. Broad, straight, confident strokes, with friendly rounded shapes and abstractions. The library overall adds a human touch that would render the brand incomplete altogether without it.

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