This project centered on a comprehensive rebrand of the Mood Disorders Association of Manitoba (MDAM), with the goal of creating a more empathetic, accessible, and contemporary visual identity. The process began with an in-depth research phase, including multiple rounds of demographic and psychographic analysis to better understand the diverse audiences MDAM serves. This research highlighted the importance of clarity, trust, and emotional sensitivity in all communications, particularly given the stigma and complexity surrounding mood disorders. Insights gathered during this phase directly informed both the tone and visual direction of the rebrand.

A descent into creation and consequence, The Tyger is an illustrated zine inspired by William Blake’s poem The Tyger. What begins as an act of creation quickly unravels, as the artist loses control of the very thing they’ve made. The tiger emerges not just as subject, but as a presence, moving through pages, breaking structure, and ultimately turning back on its creator.

This project is an illustrated deck of cards built around narrative, where each hand has the potential to construct a complete murder scenario. Rooted in 1940s-inspired aesthetics, the deck blends stylized illustration with a structured system: collecting four cards of the same number reveals a full story composed of motive, victim, weapon, and killer. Each suit plays a specific role—diamonds represent motives, hearts the victims, clubs the weapons, and spades the killers—turning a familiar card game format into something more cinematic and story-driven. The result sits somewhere between a traditional deck and a modular storytelling tool.