For 12 years I was Creative Director of Respect Group; an organization that develops online learning programs in prevention of bullying, abuse, harassment, and discrimination (BAHD behaviours). The challenge was creating a brand identity that not would only communicated the social values of the organization, but function within the programs effectively across their fields of focus; sport, school, and the workplace.
The result was a design system built on light, vibrant, flowing forms blending and moving in harmony creating a visual metaphor of the world we can build when we show each other respect, reject toxic behaviour, and work together.
The brand distinguished the fields of focus through unique colour palettes while maintaining a unified graphic form working across each. It effectively boosted customer reach to hit 2.8 million certified users in 2026.
Duties
Creative Direction
Brand Development
Logo Design
Icon Systems
Motion Design
Information Design
RESPECT IN SPORT
Respect in Sport is its own umbrella of programs within the Respect family of products. The flagship "Respect in Sport for Activity Leaders" was released in 2004, and I had the good fortune to work on its illustrations and animations from the start before formally joining the group in 2011.
These programs utilize thoughtful content, short-form narratives, light animation and engaging activities to educate parents, coaches, and officials across a broad range of sports. They found an audience across all Canadian provinces and are used throughout organizations such as Hockey Canada, Ontario Soccer, and the Coaching Association of Canada.
Sample of motion design in support visuals
RESPECT IN THE WORKPLACE
Respect in the Workplace was the first Respect Group program with a focus outside of sport, and has become a benchmark for training in workplace conduct. It is utilized across many professional fields across Canada and some States.
Module Intro Sample
RESPECT IN SCHOOL
Respect in School was first adopted by Manitoba Ministry of education in 2007 and made mandatory. Shortly after it was adopted by Education ministries on a voluntary basis in Saskatchewan, Alberta and Ontario. The program features the same quality standard of content, animation and visuals as its Workplace and Sport counterparts.
Module Intro Sample