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Creative Director
UX Leader

I help organizations clarify their brand, improve digital experiences, and lead creative work that performs.

Where I add value

I lead design work where complexity is high and clarity matters.
I shape strategy, direct the creative, and help teams move from ambiguity to execution with confidence.

Leading UX Redesign of the OTPP Websites

Led an enterprise UX redesign for a global pension brand

Redesigned a large-scale digital experience to improve task completion, simplify publishing, and better serve global audiences across a complex content environment.

40% quicker publishing and 20% better task completion

OTPP Branding sample

Scaled a brand system for one of Canada’s most recognized pension organizations

Built a more consistent and efficient brand experience across teams, helping improve delivery speed, reduce friction, and support a major institutional identity at scale.

40% faster publishing and 30% faster asset delivery

A vibrant rebrand to attract talent to OMERS Pension Plan

Repositioned an employer brand to attract stronger-fit talent

Led creative and brand thinking that helped modernize the candidate experience, unify delivery, and make the organization more compelling to prospective applicants.

20% increase in quality applicants

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Brand Repositioning + SEO Growth

Reframed the brand and helped build a high-visibility digital presence through stronger positioning, content, and search strategy.

2x dwell time, 30% more engagement, and 75x U.S. reach

Rebranding a Travel App

Rebranded SaaS startup and doubled Canadian visibility and 75x’d U.S. reach in one year

Redesigned app UX = 30% more engagement and 2x increase in dwell time

Trusted by Global Brands

Accenture logo

What it’s like to work with me

“Tony has that rare ability to lead with both head and a big heart. He brings strategic clarity to the work but never loses sight of the human side of design.

Ryan MacArthur

When your brand or digital experience needs clarity, I’m ready to help

Whether you’re modernizing a digital product, evolving your brand, or leading through change, I bring creative direction and UX leadership that helps teams move forward with clarity.

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