This brand family began with Dada Destination Services, a national provider of relocation services for corporate clients and families moving to or within Canada. Recognized across the industry, the Dada brand served as the foundation for two spin-off initiatives, each extending its identity in meaningful ways.
The first, Aventure™ Realty Network, was a national real estate referral network launched in collaboration with industry-leading partners. Its visual identity was designed to borrow from Dada’s established credibility while asserting its own position within the brand umbrella.
In 2003, Dada and MediaBox partnered to create goingto—a dynamic online platform offering information, resources, and tools for transferees and their families. Echoing elements of the Dada identity, the brand was designed to feel instantly familiar while signaling a digital-forward, user-centric approach.
This long-term partnership led to a wide range of design work: brand development, editorial design, advertising, websites, intranets and extranets, and even a digital business management tool (Live Dada).
While I provided creative direction and project oversight—among other tasks—for most of my portfolio samples, the final outcome reflects a collaborative process. I worked closely with professionals across disciplines, including writers, developers, illustrators, photographers, printers, and fellow designers. My role included guiding strategy and execution while empowering others to contribute their strengths. I believe leadership in design means conducting the orchestra, not playing every instrument.
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