Toronto’s electric utility provider, Toronto Hydro is responsible for promoting conservation programs to its customers. Achieving energy reduction targets is essential to province-wide conservation efforts and long term plans for the electricity system. Conservation programs are designed to make it easier than ever for customers to reduce their electricity use. For this assignment, Context Creative’s strategy was to put Toronto business owners and managers front and centre – real people, real businesses, no anonymous models. We interviewed and photographed about 30 owners in their stores, restaurants and places of business. We followed a consultative process, sharing insights, interpreting data and building a mutual understanding of customer research and communications options appropriate to the available budget.
RGD (Certified Senior Designer)
Context Creative Inc.
June 2, 2004
317 Adelaide St W
416 972 1439 x 301
Why am I an RGD?RGD is a community that is committed to sharing, continuous learning, research, advocacy and mentorship. I appreciate how RGD has consistently worked to evolve and expand its programming, so there’s always something new for members and the design community at large. RGD also provides an opportunity for me to give back to the profession and to work with others to evolve an approach to certification that is aligned with other established professional designations in accounting, finance, project management, architecture and interior design.
What is my most memorable RGD moment?It’s difficult to pick just one moment, but representing RGD internationally as an Icograda member at the 2011 Design Congress in Taipei is particularly memorable. I appreciate how RGD is works cooperatively and respects the rich diversity of design communities across Canada and internationally. This is a core value for RGD and the Association is held in high regard for its accomplishments finding new ways of deliver value to designers, educators and students everywhere.
Why am I a designer?Design is about asking questions, imaging possibilities and achieving beneficial change through creativity and innovation. The opportunity to work collaboratively with others to achieve goals never gets boring. I feel incredibly fortunate every day that I’m given the opportunity and challenge to help connect, inspire and produce campaigns that make a difference.
Why should you hire me?My studio, Context Creative, is a results-focused creative agency specializing in design and communication services. We have an extensive track record developing and implementing assignments from initial strategy through successful rollout and reporting on campaigns of every size across all media.