What does a typical day look like for you?
No two days are exactly alike, which is one of the things I love about creative work. A typical day might include reviewing design concepts, discussing strategy with campus partners, coaching team members, and solving digital experience challenges. One day I might be helping plan a new mural installation, the next volunteering at convocation, sitting in on student focus groups, or exploring campus spaces for inspiration. The variety keeps me curious and connected to the people we’re designing for.

What was your first job?
While I was studying design, I spent a summer carving candles in St. Jacobs. The thing I remember most is the sensory experience: the warmth of the wax, the sweet scent in the air, and the vibrant colours that seemed to glow from the shelves. Creating detailed patterns by hand taught me patience and attention to detail, but it was also simply fun. It was probably my first glimpse into how creativity can turn everyday objects into something memorable.

Do you have any brainstorming rituals? What are they?
My biggest brainstorming ritual is collecting inspiration. Pinterest and Behance are great starting points, and I keep a running mental catalogue of creative people whose work I admire. I also pay attention to what’s happening outside the design world because some of the best ideas come from unexpected places. Judging creative awards has become part of that process too — seeing hundreds of entries from different industries and disciplines gives me fresh perspectives and often sparks new ways of thinking about a problem.

When did you know that this career was what you wanted to do?
My path into design started with a nudge from my high school art teacher. I wasn’t one of those people who knew exactly what they wanted to do from an early age. The moment it clicked came after graduation while working at a small agency. We were marketing an event at Casa Loma, developing logos, creating magazine ads, and tackling completely different challenges from one project to the next. I realized I loved the variety — every project was a chance to learn something new and approach a problem from a different angle.

What was the biggest pivot you had to make when working on a project?
A recent project stands out. We were deep into concept development, already in the third round of creative, and the work was doing everything it was supposed to do — it met the brief, reflected the feedback, and checked all the boxes. The problem was that it wasn’t exciting anyone. I couldn’t shake the feeling that there was a stronger idea waiting to be found. We bought ourselves another week, rolled up our sleeves, and started pushing the thinking further. The final direction was significantly stronger, and the team is incredibly proud of where we landed. Sometimes the biggest pivot is having the courage to pause and ask whether the work is truly ready.

Do you have any hobbies that shape your work today?
Creating the 6Qs with Christine weekly series has shaped how I think about creativity. Through conversations with people from a wide range of disciplines, I’ve come to believe that everyone is creative in their own way. The medium might be different, but the underlying curiosity is often the same. Those interviews remind me to stay open to new perspectives and to look for inspiration beyond the traditional boundaries of design.

What’s one thing you wish you knew when you first started your career?
When I first started my career, I focused almost entirely on the craft of design. While that certainly mattered, I wish I had appreciated sooner how important the other skills would become. Collaboration, prioritization, organization, communication, and presenting ideas are all part of the job. As I’ve moved into leadership roles, I’ve realized that creative work succeeds not just because of the idea, but because of how well people work together to bring it to life.

How do you stay up-to-date with industry trends?
I stay connected to the people we’re designing for. Whether it’s participating in student focus groups, attending campus events, volunteering during move-in day or convocation, or working with teams across the university, I’m constantly learning from different audiences. Those experiences provide context that no trend report can. They help me understand what matters to people and how creative work can better serve them.

What new territory of media, design or marketing are you interested in getting into?
I’m interested in going deeper into the intersection of design, research, and human behaviour. The most effective creative work isn’t just visually compelling, it’s built on a genuine understanding of people. Exploring how audiences think, make decisions, and connect with information continues to be an area I’d like to learn more about.

In an ever-changing digital landscape, what aspects of a project leave a lasting impression? The projects that stay with me are the ones that balance clarity with surprise. They solve a problem effectively, but they also create a moment of delight that people weren’t expecting. In a crowded digital environment, those small moments can make an experience feel memorable, human, and worth returning to.

Do you have any tips for entrants on how to prepare an award-winning entry?
Take the time to tell the whole story. As judges, we’re not just evaluating the final creative — we’re looking at the problem, the audience, the competitive landscape, and the decisions that shaped the solution. The most compelling entries help us understand not only what was created, but why it mattered and what made it successful. Context can be just as important as execution.

How has your definition of “great creative work” changed in the last few years?
When I was a younger designer, I was naturally drawn to the big-name work everyone was talking about. There’s nothing wrong with that, but over time I’ve become more interested in what makes an idea distinctive. I’m always looking for a fresh perspective, an unexpected approach, or a solution that I haven’t seen before. The work that stays with me now isn’t necessarily the biggest. It’s the work that makes me pause and think, “I wish I’d thought of that.”

Show the world your small team’s unlimited creativity. Submit your biggest ideas by Friday, September 18th. This is your last chance to enter.