Dossier Creative

Co-created brand identities and naming strategies for an Indigenous Apparel Company and a Financial Consulting Firm.


To create a comprehensive brand identity for each client within a fast-paced environment.

My Roles

Brand Strategy
Brand Identity
Creative Strategy
Verbal Identity


Ciara, Melissa, Zaac


3 months, Summer 2022


8 presentations and pitch decks per client

Team brainstorming meeting


Railyard Lab program

Railyard Lab is a student design group run by the branding and packaging company behind the Mikes Hard Lemonade and the Little Potato Company brands. This paid internship targets startups and non-profits, and encourages business and design students to collaborate.


I was fortunate enough to be mentored by senior designer Steve, who taught me some tips about branding and creative strategy. Thanks to Steve, I was able to expand my design toolkit and learn how to create 3 diverse creative corridors that align with the client's needs. I also gained some valuable insights on concisely communicating design to non-designers using mockups, colour meanings, and tangible design rationale.

Client #1

An Indigenous company with a goal to create a thought-provoking apparel brand. Proceeds from sales support Indigenous non-profits, communities, and nature.

My roles

Project Management
— Organized and planned project timeline to work within schedule restraints
— Lead intern team, defined project goals and communicated with stakeholders

Brand Strategy
— Defined the core of the brand and how the brand is perceived
— Conducted audience research and synthesized findings into bite-sized research insights
— Developed and refined audience personas, focusing on the 'ignitor' persona

Verbal Identity
— Used keywords to define the mood and feeling for future copywriting
— Created sample 2-3 word slogans

Potential slogans for Client #1

Client #2

An international financial consulting firm with a goal to rebrand and be better aligned with their core strengths and differentiators within the financial sector.

My roles

— Organized and planned team name ideation sessions
— Systematically came up with 5 strong naming options that addressed different client needs

Creative Strategy
— Created multiple moodboard and colour options for the brand

Verbal Identity
— Used keywords to define the mood and feeling for future copywriting
— Created sample 2-3 word slogans

Primary and secondary colour options for Client #2

Learning takeaways

At Dossier, I learned a lot about creating persuasive client presentations by applying branding to collateral, building client, and coworker relationships relationships, and creating style guides even non-designers can follow.

Thanks for reading!