Mt. Seymour

Project Overview

After overhauling the brand identity for the parent company, ideaLEVER, I needed to make its eCommerce SaaS brand fit into the new look and feel. First, refreshing the logo to fit into the new ecosystem. Then I created the new website and supporting content such as infographics, brochures, and whitepaper templates for generating leads.


  1. Branding
  2. Identity Design
  3. Website Design
  4. Infographic Design

Art Direction

Identity Design 

An evolution instead of a complete departure

Each of the CMS logos for CommerceCM and SiteCM has a complete opposite brand, which didn't make sense because they often existed in eachother space. Most customers were using SiteCM and CommerceCM within their same website builds. Trying to continue the idea of making the logos an evolution like the ideaLEVER rebrand was important. The CommerceCM had a similar idea with a rectangle with an older style pinched corner that made the logo look lopsided. The heavy weight coupled with the abstract double m idea made it hard to read when reduced. I moulded the 2 shapes of the SiteCM and CommerceCM logos together. The result is the CM being wrapped with a simplified rounded square reminiscent of a page icon. After all, using a CMS is all about empowering anyone to be able to manage web pages as simply as they would edit a text document.


UI Design

Product Website Design

The old CommerceCM website was loaded down with feature-heavy content that was heard to understand from a beginners point of view. I advocated for a benefits targeted brand and content, filled with case studies that were easy for the internal team to clone. Instead of very technical copy, I pushed for a friendlier tone that would be conversational with prospects. Simplifying the navigation structure meant that this design would also be easily translated into the product website for SiteCM after the build was complete.

View the CommerceCM Website >


Graphic Design

Infographic Creation

The marketing team had an idea to generate some new leads with their niche markets as well as publish content that was "viral" worthy and get some impressions on the blog. I was given a bare-bones spreadsheet as my starting point, with the stages of eCommerce growth and a small amount of supporting content. I set to work on sourcing an entire visual library of icons that matches the identity standards and ideas on how to lay out the information in a way that was interetsing and digestible to prospects. What resulted was a long form infographic with a simple, reusable color palette for future infographic projects. This infographic was featured in a digital magazine in the spring of 2016.

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Art Direction: Lea Gucciardi | Identity Design: Lea Gucciardi | Web Design: Lea Gucciardi | Infographic Design: Lea Gucciardi

Selected Works

StaplesPitching a redesign and in-house brand launch of the retail giant

Citi Bank - DuplicateProduct redesign of Disputing charges on your Citi® Credit Card

Contiki HolidaysCanadian Q2 Multimedia Campaign Art Direction

Indigo Baby Brand TemplatesRebranding of templates for paid brand experience landing pages.

Citi BankUser testing concepts for balance transfers

iceni dataA industry disrupting brand and their online app, created from the ground up.

SiteCMRebranding a Web based CMS and complete overhaul of the backend manager

Contiki EPD1 CampaignMultimedia Campaign Art Direction

Stonz WearHelping a multi-lingual, multi-currency and multi-warehouse brand increase their mobile conversions.

RogersDigital Marketing for Q1 2019

Mt. SeymourImproving the online booking system for the go-to ski resort for local Vancouverites.

TCSRebranding an established private sector care giving company and creating their intranet.

SousVide SupremeElevating an established international supplier by combining their B2C and B2B sites

ideaLEVERFull rebranding and identity for an agency and their proprietary SaaS products.

CommerceCMRebranding a CMS and complete overhaul of the backend manager