Mt. Seymour

Project Overview

After overhauling the brand identity for the parent company, ideaLEVER, I needed to make its Content Management System brand fit into the new look and feel. First, refreshing the logo to fit into the new ecosystem. Then I set the groundwork for the UX and UI of the CMS backend manager.


  1. Identity Design
  2. UI 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. Some people loved the SiteCM wedge, but it was incredibly hard to apply to anything. The CommerceCM had a similar idea with a rectangle with an older style pinched corner that made the logo look lopsided. So I tried to mould the 2 shapes 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. Some finer details make the look cohesive with the chosen font. The angle of the page block matches that of the "t" characters cross-bar. The "CM" is a slightly heavier weight to offset the appearance of it being lighter in it's reversed treatment.


UI Design

Updating the backend interface

SiteCM has been around for over a decade, and so has it's interface. While perfectly functional, prospects were turned off by the "old and clunky" look to the interface. It had unnecessary information scattered everywhere and an inconsistent way of managing similar types of content. I went through an extensive inventory of all the components of the manager to tackle the biggest parts first. What came from that was a completely new blogging component customers had been requesting. I decided to use a format that most prospects were comfortable with but optimizing it for the extensive library of professional level tools SiteCM offered.

Art Direction: Lea Gucciardi | UI & UX Design: Lea Gucciardi | Application Front-End Development: Conrad Macintyre | Back-End Development: Jeramy Marshall & Derek Luce

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