BRAND BUILDER | MARKETER | VISUAL DESIGNER
With 23 years of experience, Pheinixx specializes in bringing big ideas to the table, and then bringing them to life. This involves creating multi-platform strategies that generate the memorable moments that build brand tribes. Her extensive experience as a leader has come from directing marketing and creative teams in both agency and in-house settings on a local, national and international scale.
With an approach built on ideation and problem-solving, Pheinixx has a proven track record in identifying the needs of the brand and imagining strategic creative solutions.
In addition to building brands through strategy and design, Pheinixx leads the Graphic Design program at Toronto Film School – sharing her expertise with the next generation of designers. She has lectured for the North American Design Exchange, and remains a sought-after guest speaker. Pheinixx also served two years as the elected Regional Director for Fashion Group International. She currently donates her time as the Creative Branding + Imagery Mentor at the Toronto Fashion Incubator.
I have had the opportunity to design for :: Robert Cavalli, Michael Kor’s, Warner Bros. Music, Julien Macdonald, MasterCard Stylicity, Fashion’s Night Out and NADA; chef’s Rob Rainford, Christine Tizzard, Rob Rossi and Bal Arneson; Canadian brands Gusto TV, Thomas Henry, TD Canada and Toronto Fashion Incubator.
I have been fortunate to work with :: The Eady Bros., Jake Rosenburg, Peter Papapetrou, Bryan Ishiguro, Mary Symons; publications Vogue, Elle, InStyle, GQ, WWD and W.
2013 | SECURED HIGH-PROFILE CLIENTS TO PARTICIPATE IN TORONTO FILM SCHOOL’S GROUNDBREAKING GRAPHIC THESIS PROJECT After the initial trial of students working with real-world clients, I took over the graphic design thesis project at Toronto Film School and have led it through nine successful commercial identity projects in four years. These thesis projects include a major undertaking of work that can include identity, layout, packaging, interactive, new media, motion graphics design as well as promotions, marketing strategy and social media content. Student work from this project has been commercially produced across the technology, agriculture, food, construction, fitness and retail industries.
2010 | CREATIVE DIRECTION FOR THE WORLD’S FIRST 3D SHORT FASHION FILM Working with Canadian fashion label NADA on her Fall/Winter 2010 collection, I directed the creative structure and visuals for the first fashion short film in 3D – premiered at Cineplex Odeon’s flagship theatre.
2008 | RECEIVED AN AWARD CREATED TO HONOUR MY ACHIEVEMENTS IN WEB-BASED COMMUNICATIONS I was voted the Regional Director for Fashion Group International for 2008 and 2009. During my time as the Regional Director, and previously as a board member, I focused my efforts on raising the profile of the group amongst members and industry alike. The increase in exposure of the Canadian chapter of FGI as well as our unique online presence garnered special acknowledgment by the New York headquarters in the form of a unique award presented to me during our annual conference in 2008.
2006 | LED THE RE-BRANDING OF AN INTERNATIONAL MARKETING AGENCY Once it was decided that the luxury marketing agency NAFA required an identity refresh, it fell to me to plan, manage, oversee, design and deliver the new brand messages and visuals across our offices in Russia, Greece, China, Korea and Italy. I also introduced the re-brand to our stakeholders across Canada in a series of keynote speeches.
1998 | PITCHED NEW MEDIA SOFTWARE TRAINING SOLUTION While the Marketing Coordinator at ProPharm Ltd. I pitched a solution to utilize (then) cutting-edge technology to solve the challenge of training a nation-wide group of technologically inexperienced clients on a new computer system. My solution of creating a multimedia CD-based training program resulted in a promotion and a new role leading the successful project.
Pencil // Pheinixx | Marketing & Creative Direction | 2009-present
Creative Thinking | Brand Consultation | Design | Art Direction | Print + Digital + New Media | Strategy | Visual Identity
Toronto Film School | Program Coordinator /Chair | 2012-present
Teaching | Management | Course Development | Educational Outcomes + Competencies | Staff Management | Department Management
Bamboo Magazine | Creative Director | 2010-2012
Art Direction | Creative Direction | Management | Social Media | Front-End Digital | Content Creation
NAFA | Creative Director | Sept 2001-Feb 2009
Creative Direction | Brand Compliance | International Collaboration | Art Direction | Print + Digital + Video + Broadcast | Strategy
Freelance | Design & Marketing | March 2000-Sept 2001
Marketing | Design | Print + Digital | Advertising
ProPharm Limited | Multimedia Specialist | May 1994-March 2000
Multimedia Design| Project Management | Brand Compliance | Event Planning | Corporate Communications
My quest for new knowledge and perspectives is ongoing.
George Brown College + Tea Association of Canada
Currently pursuing the TAC Tea Sommelier® Certification
1996-1999 – Private Software Training
University of Ryerson
1995-1997 – Studies of Imagery, Film & Design
Seneca College School of Communication Arts
Graduated 1993 – Diploma of Creative Advertising & Broadcasting with High Honours | Dean’s List
For my full portfolio please visit www.behance.net/pheinixx