Canada Sevens

From 2019 to 2023, I led the creative direction and design execution for HSBC Canada Sevens, one of the country’s most dynamic international sporting events. Each year brought a new challenge: evolving the visual identity while keeping the excitement and energy that fans had come to love. Working with both an internal marketing and design team (and an external studio in 2019 and 2020), I guided the process from concept to implementation — creating everything from campaign visuals and digital assets to large-format stadium graphics, city-wide transit wraps, merchandise, and print materials that brought the event to life.

On game days, I managed live creative production, designing and publishing same-day graphics for match results and updates, while collaborating closely with the client’s marketing team to ensure consistency across every touchpoint. Over the years, the project gave me valuable experience leading creative teams, managing real-time production, and transforming bold ideas into an immersive fan experience that captured the energy of the game and the spirit of the brand.