Latest Work
Client - Dreams
Challenge - Create an eye-catching, memorable, and versatile visual brand identity and online presence for a nightclub that stands out in Winnipeg, reflects the venue’s status as a premier dance space, and draws a consistent crowd.
The nightlife market has taken a significant hit post-COVID, with every demographic going out less, drinking less, and spending less overall.
The word nightclub itself carries a negative perception and stigma—especially in Winnipeg. Many in the 21–35 age group feel they’ve outgrown the typical club scene, which is largely dominated by 18–19 year olds, who currently make up the majority of the nightlife market share.
There are also numerous well-established competitors in the city, particularly in the client’s immediate area, that have built strong followings and loyal regulars over the years.
Compounding the challenge is the current economic climate—rising living costs have made it harder for people to justify going out every weekend and spending on drinks, which remains a nightclub’s primary revenue stream.
Solution - Researched the most successful and influential nightclubs around the world to understand what makes them stand out. Took visual and tonal inspiration from global leaders in nightlife to create a brand that feels unique in Winnipeg, yet familiar, like a premier club you might find abroad.
Conducted research into nightlife socio-economics and human behavior to better understand how audiences engage, what drives them to show up, and what influences their decision-making in choosing where to go out.
After auditing local competitors, analyzing market conditions, and identifying broader cultural trends, it became clear that to stand out, a club must address the common pain points of going out and do the opposite of what everyone else is doing. We positioned the brand as a fresh and exciting alternative, with key differentiators including a 21+ policy, a premium experience with high-quality sound and lighting, curated cocktails, and themed events inspired by trending dance music.
We developed a clean, on-brand website designed to establish credibility and build brand authority through organic Google Search visibility.
We also focused our digital presence exclusively on Instagram—the platform with the highest direct engagement and the most effective channel for reaching and growing our target audience.
To support this, we produced high-quality social posts and reels to create a visually appealing and engaging feed, helping attract new guests and establish brand credibility.
Results - We developed a custom, versatile brand identity unlike anything else in Winnipeg. We proposed the updated name Dreams Discoteca—a simple, strategic way to counter the negative perception of the word nightclub while nodding to the vintage roots of dance culture. Discoteca translates to nightclub in both French and Italian, and the venue itself evokes the atmosphere of a European club.
The visual identity was thoughtfully crafted in collaboration with talented local graphic designer Bradley Dutton. The central motif features dancing gatekeepers, inspired by Keith Haring’s iconic figures, paired with a bold, versatile, and punchy font family. Together, the two gatekeepers symbolically open the doors to Dreams Discoteca, visually inviting guests to discover a new place to dance.
The website has played a key role in establishing brand authority, attracting thousands of visitors since its launch in February 2025. We connected it to Google Business as well, where it currently holds a 4.5-star rating, with guests frequently praising the atmosphere, curated music, and customer service.
Since taking over the client’s Instagram and launching the new brand identity in January, we’ve grown the account from 100 to over 1,500 followers in just three months, generating over 450K impressions through a mix of paid and organic posts and reels.
Content-wise, we’ve strategically created themed events using trending themes, events, and interests, like a Charlie XCX-inspired EURO BRAT night, an ABBA-themed MAMMA MIA! night, and club-branded events, House of Dreams, a house music night, and DISCOTECA, a disco-inspired night. Using familiarity enticed new guests to visit the venue and, over time, create regulars.
The brand stays aligned with the intentional choice of promotional photography, focusing on candid, movie frame-inspired shots that capture the well-dressed guests and atmospheric venue. The choice of copy is also confident yet fun and playful, and intentionally adapts to themed nights.
Check out the Instagram @dreamswpg and the website at dreamswpg.com.
More Highlights
Brandt Group of Companies Marketing
Client - Brandt Group of Companies
Challenge - Produce creative copy content for Brandt Group of Companies and over 10 of their industry divisions.
Solution - Assist and inform account managers on all necessary strategic and tactical details and insight to create effective on-target deliverables.
Collaborate with designers, multimedia, digital, and adjacent corporate departments to ensure completion of deliverables to meet internal stakeholder requests.
Results - Delivered all requested tasks for account managers, stakeholders, and executive management.
Met and exceeded copywriter duties and responsibilities by taking the initiative to ensure the completion of tasks.
Self-taught the roles and duties of account and project managers to be alert for missing key insights and discover new efficiencies to increase productivity and lower redundancy.
Over 600 tasks were completed on the Teamwork project management system. Many tasks had at least one or two subtasks, with an estimation of over 1000 pieces of content varying from short, punchy, social captions to hundreds of product web pages, dozens of miscellaneous marketing assets, and counting produced over the last two years.
The Regina Pats 2023/24 Marketing
Client - The Regina Pats
Challenge - Brainstorm, collaborate, and plan exciting, engaging, high-quality content for the Pats 2022/23 and Connor Bedard’s final season.
Solution - Became the creative copywriter lead to pitch and promote the “Legends in the Making,” campaign theme. Set the tone and precedent on content for all requested platforms, channels, and mediums.
The key consumer insight wasn’t hard to find, as the Regina Pats and Team Canada hockey fans saw Connor Bedard as the next big star.
We doubled down what the people were saying, and led a campaign focusing on Bedard’s last season with the Pats and the WHL as the one where the whole team and him are “Legends in the Making,”
I wrote TV and video scripts that aired on major Saskatchewan channels during NHL playoffs, dozens of social copy and radio ads, and much more.
Results - Captured the momentum of Connor Bedard’s last season and his growing talented team which led to sold-out games and a high level of engagement from fans until the playoffs.
Jobs of Tomorrow Episodes
Client - WorkerBee.TV
Challenge - Write 22-minute scripts in docu-series format, using a combination of interview clips, voiceover, and on-screen segment shots.
Solution - Review interviews, and familiarize myself with associations and their industries, while researching supplementary information to build a full story on an episode’s theme with provided content.
Results - Delivered complete scripts with visual direction and creative input to guide editors to meet production deadlines. All three episodes were produced and exist on Apple TV, Tubi, and other streaming platforms.