vil & ood is my brand, my playground. The place where I experiment, break rules and lose myself. Here I learn how to innovate opportunities before solving problems. Here I can let and idea sit and age with elegance before giving it form. Here I enjoy all the success and endure all the suffering. Here I learn how to walk.

n august 08. 2008 I launched vil & ood. Every designer should have a playground. Back in 2007 when I started working on the concept, I wanted to create something positive and unique and at the same time give myself the opportunity to explore, discover and challenge innovation, design and implementation. Both its success and its failure are the outcome of the time, effort and work that I put into this project from an early stage of concepts and character development to designing website, writing stories, branding product, making products, advertising and finally selling and getting feedback from the consumers. I am still growing and still learning and so is the brand.

Identity can inspire and guide a cohort to work towards a specific goal. Branding is a form of identity that allows recognition and can build trust and a sense of belonging among those who share that identity. In this past 5 years the brand logo evolved from barcode to a crest and in in November of 2012 to the name with the silhouettes celebrating the iconic aspect of the brand. For two years I participated in an exhibition once or twice a year. This combination of working under a deadline and delivering something fresh to the consumers places challenges to question old ideas and produce new tangible ones.

Ideas evolve from ideas and design is an ongoing process. I wanted the business card to have an artistic look but also a functional message. The front is iconic. The color, monochrome, with the silhouettes design makes it classic. The back is where the magic happens. Back in 2003 I was working on a University branding project and in my attempt to create a Gift card I looked at Credit Cards and in that process added a strip to the back business card. It is essentially cueing to the consumer to go to the website and shop. In a later design I added the Canadian flag adding to the whole identity branding. The red strip has been an intentional design.