brand designer | creative thinker | educator

Pheinixx specializes in bringing big ideas to the table and then bringing them to life.

This involves creating multi-platform strategies that generate memorable moments that build brands. 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 a brand’s needs and imagining strategic creative solutions.

This also involves creating immersive, inventive educational experiences that build knowledge and understanding. Pheinixx leads the Graphic Design program at Toronto Film School – sharing her expertise with the next generation of designers. Pheinixx combines her expertise in communication design with her love of pedagogy to steer educational tools in new directions.

She has lectured for the North American Design Exchange and remains a sought-after guest speaker.


For my full portfolio please visit www.behance.net/pheinixx


Brand Design & Creative Direction (Fashion & Tea specialties) | 2009-present

Creative Thinking | Brand Consultation | Visual Design | Art Direction | Visual Identity | Communication Strategy | Social Media Content Strategy + Creation | Project Management

ReSuit | VP, Creative Director | 2021-present

Creative Direction | Brand Building | Visual Design |Marketing + Communication Strategy | Social Media Content Strategy + Creation |UX/UI Visual Direction | Project Management | Vendor Management

Toronto Film School | Program Director | 2012-present

Graphic Design Director/Chair for both on-campus and on-line programs | Staff Management + Professional Development | Student Management | Course Development | Educational Outcomes + Competencies | Teaching

NAFA | Creative Director | 2001-2009

Creative Direction | Brand Compliance | International Collaboration | Art Direction | Print + Digital + Video + Broadcast | Strategy

Freelance Design & Marketing | 2000-2001

Marketing | Design | Print + Digital | Advertising

ProPharm Limited | Multimedia Specialist | 1994-2000

Multimedia Design | Project Management | Brand Compliance | Event Planning | Corporate Communications

2022 | INCREASED USER ENGAGEMENT BY 427% IN 1 YEAR In 2021 I performed a comprehensive audit on ReSuit’s existing social media presence. I built a strategy that retained the strong elements, re-aligned any faltering elements and brought in new ideas to raise audience engagement through more storytelling, inclusive visuals and user interactions. Between Oct 2022 and Sept 2021 audience engagement across Instagram alone has increased by 427%.

2020 | COMPLETED THE TEA SOMMELIER PROGRAM AT ACADEMY OF TEA Over two years, I successfully completed the 8 courses and rigorous final examination process in order to earn my TAC Tea Certified Sommelier™ designation. The journey included 9 exams, 1,006 pages of notes, 6 books, 10 evaluated presentations, and 268 teas tasted.

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 over a dozen successful commercial identity projects. 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.

My quest for new knowledge and perspectives is ongoing.

Workshops | Seminars | Classes
Studies of Art,  Bookbinding, Woodworking, Education

Tea Academy of Canada
2020 | Achieved TAC Tea Certified Sommelier™ Professional License

Technical Training
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