Dear Diary,

Well, the New Year is here and WOW it feels good–am I right?! Already I am being asked to speak about my career and share some trade secrets about how it all goes down. Do I have a plan? How do I do it? What is my process? What makes it all tick? It all sounds good to me in questions. I can talk about that in my sleep…but…

I wish I had a straight answer. Don’t you? For most things creative is there ever a straight answer?
There is a real desire for straight lines and direct roads. Linear shapes and clear paths. But I much prefer the messy. The discovery and the freedom that I can acquire from my collaborators and in turn the freedom I can give my team is what gets me excited.
When I reflect recently on something that exemplifies this I think of what I did with Janelle my Graphic wonder when we worked on a Holiday overhaul for Pusateris a fine food grocer in Toronto.
Why would a fine food grocer hire me? There are always so many questions. But I love creating beauty any and everywhere– so I jumped in completely and just painted some designs to show them what was in my head for one of our meetings.

Why would a fine food grocer hire me? There are always so many questions. But I love creating beauty any and everywhere– so I jumped in completely and just painted some designs to show them what was in my head for one of our meetings.

Why do I spend so much time in the early stages of planning? Because it means I can go full steam once the wheels are on the creative train. I threw down three fun and fast paintings for wrapping paper idea here (and they came to life):
Then Janelle got some inspo visuals for me and well—she is going to take it for here to finish this story…

*enters Janelle*

This is my first blog post, so bear with me!

Tiffany came to me with the master plan for this project. The panettone was to be the front and center feature, as this Christmas cake flies off the shelves during the holiday season. Pusateri’s Panettone Pandemonium was born out of a deep love of alliteration, and following that came an injection of all things Tiffany. Glitter, craft, colour, whimsy, and OG ideas that wouldn’t perhaps be conventional traditional Santa Christmas.

Where I usually come in on a project is taking Tiff’s dreams and original art and getting it ready to hit the scene in print and digital. Tiffany threw down the painterly watercolour prints, pictured above for wrapping papers, where I matched with some digital illustrations for posters and invites.

Below I have pictured her process shots and my original sketches, to get you in ground level on the process.

From there Tiffany recruited troops to pull off all the bobbles the hit the 7 Pusateri’s locations.

Lovingly referred to as the ladies, for their fancy attire, panettone boxes dawned frills, faux foliage and bows. Hundreds of boxes were wrapped. Hundreds of panettone cakes were glittered and adorned. Loison boxes were hand painted by Tiffany. Wreathes were candy coated and tied neatly with ribbon. Boxes were packed, stuffed, labeled, sorted and shipped.

Late nights were had after hours, eating chocolate and hustling hard, getting each store set up for the holidays while grocery shoppers were asleep in their beds. We hung posters. Piled bon-bons, strung paper garland and flowers.

They say it takes a village, but it also takes a ringleader. Tiffany brought together hordes of people under one vision to make this piece come together. It grew from a small project, and was so well received as it came together it grew 5 times like the Grinch’s heart.

Thanks to Blush and Bloom for lending her ladies, combined with the Pusateri’s staff. We knocked this project out of the park. The event night went out without a hitch and people were snuggled in tightly to get a glimpse of all the delicious goodies on display down at Saks near Eatons.

Without further ado, here is a few more glittering images from the night. Happy New Year to all of you beautiful people!