SLD - Key Persons
Job Titles:
- Manager, Design Production, Branded Environments
Amanda is a highly organized, meticulous and creative thinker who provides superior attention to detail as a senior manager on Shikatani Lacroix's branded environments team. Strong in leadership roles, Amanda is able to ensure adherence to a clear process while supporting creative ideas at the highest level. Her interests in global design have served her well in dealing with clients from various parts of the world, as well as bringing a well-rounded perspective to North American design projects.
HER ROLE
Anastasia is a tech-savvy intern studying Graphic Communications Management. Her skills in Adobe Creative Suite complement her passion for graphic design, along with conception of print media from start to finish.
HER ROLE
As the Info Technology Intern, Anastasia assists the IT department with technology services including reports and analytics, web troubleshooting, and IT onboarding processes.
WHEN SHE'S NOT AT WORK
Anastasia is extremely passionate about art. During COVID-19, she started a seasonal collection of paintings and even created acrylic art as a pastime. When she's not creating, she's visiting different art galleries across the GTA.
Job Titles:
- VP of Branded Environments
As VP of Branded Environments at SLD, Beverley excels in all aspects of environmental design, from retail to signage and wayfinding. She efficiently oversees our team of interior designers through each project from conception through to implementation. Her tremendous attention to detail ensures a project's initial vision is realized upon completion. Her extensive experience enables her to troubleshoot potential pitfalls before they become a problem.
HER ROLE
They say patience is a virtue, but never is it more valued than when we need IT assistance. SLD's Director of Technology for more than 22 years, Bryan ensures SLD's technology systems are running effectively, 24/7. Specializing in network administration, database development, concept development and troubleshooting, Bryan ensures our studio is operating at optimal output. Constant software and hardware upgrades allow the agency to run with efficiency and speed.
HIS ROLE
Along with managing SLD's technology systems, Bryan is also responsible for architecting TeamClient, our secure document storage system for clients that is accessible anytime and anywhere with an Internet connection.
WHEN HE'S NOT AT WORK
Bryan plays the acoustic guitar and also loves sci-fi TV series.
Carson is a professional, detailed accountant who adapts well to new environments while ensuring effective communication with both clients and team members. Carson's attention to detail, time management, and experience in both the public and private sector are critical in determining what the numbers are saying and how to navigate toward profitable outcomes.
HIS ROLE
As a Financial Accountant, Carson handles the day-to-day finance and invoicing-related activities of the company
WHEN HE'S NOT AT WORK
Although he's yet to climb an actual boulder, Carson enjoys bouldering and playing badminton in his spare time. Carson also loves music and has even played the finger-style guitar in the past.
Job Titles:
- Digital Experience Designer
Chris is a passionate designer that loves to tell stories through immersive digital experiences. His passion gives him the confidence to go the extra mile with his projects, and he's proud to have had his work displayed in places like Times Square. His 10+ years in the industry have allowed him to master the Adobe Creative Suite, along with 3D knowledge of Maya and Cinema 4D.
HIS ROLE
As a Digital Experience Designer, Chris's role is to help transform the path to purchase by creating digital experiences and content that engage and emotionally connect with customers.
WHEN HE'S NOT AT WORK
Chris is an avid hockey fan and fitness enthusiast. When he's not watching the Toronto Maple Leafs or playing himself, he enjoys playing the guitar and traveling with his wife to a new country every year.
Christopher is an expert in pushing the boundaries of creative concept design and design thinking. Incorporating strategy into his thinking, Christopher is extremely knowledgeable in technical packaging executions while maintaining and evolving branding and packaging guidelines.
HIS ROLE
As Design Director, Christopher will bring his years of design and strategic thinking experience to oversee delivering creative solutions to our clients.
WHEN HE'S NOT AT WORK
When he's not at work, Christopher is an avid cycler who loves to ride and repair his own bikes. Aside from biking, Christopher loves to cook and play sports like dodgeball and softball.
Job Titles:
- Technical Director, Digital Experiences
David is the technical lead at SLD, where he is responsible for developing, designing, and integrating systems across all client engagements. This responsibility also includes researching technology and industry trends to improve project outcomes. Dave has a reputation for recognizing system deficiencies and implementing innovative technical solutions. Combined with his outgoing and positive personality, he has quickly become an invaluable member of the SLD team.
HIS ROLE
David regularly serves as a liaison between development and project management; provides technical direction for development, design, and systems integration; and assists in technical evaluations relating to client objectives.
Job Titles:
- Chief Financial Officer
- Principal
- SLD's Chief Financial Officer
As SLD'S Chief Financial Officer, Derek brings more than 15 years of experience in various agency settings to the table. He is a vocal advocate of design, branding and innovation as an asset with an inherent value for organizations. He is an expert at allocating resources to invest in areas of opportunity that deliver value to SLD and our clients.
HIS ROLE
WHEN HE'S NOT AT WORK
Derek plays hockey weekly and is a fan of many sports. He has seasons tickets to the Raptors and was in the stadium when Kawhi hit that famous buzzer beater.
Devon has worked in the design industry for a number of years. Prior to joining the SLD team, Devon was an Account Manager at OW + Partners and St. Joseph Content Group. She is a highly organized and knowledgeable professional with exemplary communication skills whose responsibilities include liaising with clients to gain an accurate understanding of project requirements, and communicating this to the strategy and design teams.
HER ROLE
Devon will ensure project timelines, objectives and budgets are seamlessly managed.
WHEN SHE'S NOT AT WORK
A passionate Bon Jovi Fan, Devon has seen them live in concert nine times… and counting.
Job Titles:
- VP, Client Services and New Business
Diane has extensive experience working with CPG and Private Label brands. She began her career as a graphic designer for Canadian Tire, then moved into account management for Interbrand Design Associates Inc. and Watt International, among others. She has expertise in both graphic standards practices and account management, applied to various disciplines such as corporate and brand identity programs, packaging and retail.
HER ROLE
Ellen is a graphic designer who specializes in package design. She is skilled at capitalizing on brand equities and interpreting strategic goals through creative solutions. She is flexible and easy to work with, engaging deeply in the process through collaboration, seeking relevant questions and willing to turn on a dime when the circumstances warrant it!
HER ROLE:
As a Senior Graphic Designer, Ellen is involved in the creative process from the beginning, from ideation to refinement, ensuring the design delivers excellent creative solutions that address key strategic goals.
WHEN SHE'S NOT AT WORK:
Ellen has her own stationery and paper goods line and learned to play the drums during the pandemic.
Feifei Li - Managing Director
With over 12 years' experience in marketing, new business development and client relationship management, Feifei is proficient in project communication and coordination. Through a strong understanding and passion for interior design, branding and graphic design, Feifei is able to liaison between clients and SLD's China and North American teams and convey each party's intention clearly, accurately and punctually.
HER ROLE
As Managing Director, Feifei oversees operations, creative projects, new business initiatives, and client relations with the Pacific Rim team.
WHEN SHE'S NOT AT WORK
Feifei is an avid reader who also enjoys going for walks.
Originally from the U.K. Gary emigrated to North America to evolve and challenge his career, which has now spanned over 30 years in the branding, retail and packaging disciplines. Throughout his many assignments he has been instrumental in guiding consistent strategic creative to best answer the business challenge. The blend of his strategic thinking and creative instincts work together to solve not only the current state, but to help build a greater foundation for the future of a brand for his national and international clients.
HIS ROLE
Gener is experienced in 3D modelling and renderings and collaborates closely with the Senior Designers and Project Managers at SLD. He is constantly exploring and developing different design skill sets, including visual design identity.
WHEN HE'S NOT AT WORK
Gener is full of energy and loves competitive sports, especially boxing, football and swimming. On weekends you can most likely find him training in the gym.
Job Titles:
- Chief Strategy Officer
- President
SLD President Jean-Pierre Lacroix was recently featured in an interview for BAI, a non-profit organization offering financial insights and empowering financial leaders. Jean-Pierre was interviewed for the
As President and Chief Strategy Officer of SLD, Jean-Pierre is a seasoned strategic thinker who has led numerous strategies on personifying brands through immersive design. With more than 35 years of experience in the development and implementation of retail transformation programs, including ground-breaking transformation tools he has developed such as the "Trust Ladder" and "Ideal Omni Experience Model," he will provide a depth of knowledge to the project.
HIS ROLE
Involved in all phases of the assignment from strategic planning to design principles, he will be instrumental in setting the overall strategic branding initiative.
WHEN HE'S NOT AT WORK
Julia has been instrumental in the success of many of SLD's large scale projects, including creative on a number of award-winning designs. Passionate about her work, many of her co-workers joke that she lives in the studio - her commitment is unparalleled. She is exceptionally skilled at working on projects with many moving parts, coordinating teams in the studio and mentoring younger designers. She is analytical, creative and detail oriented, and always stays focused on the big picture.
HER ROLE
WHEN SHE'S NOT AT WORK
Julia is an adventure-seeker who has gone sky-diving, but she also likes to zen out in the middle of the lake with yoga on her standup paddle board.
Job Titles:
- Client Services Director, Retail
- Director of Retail Client Services
As SLD's Director of Retail Client Services, Kevin is responsible for design planning, business development, and managing client relationships for SLD's retail and digital design and implementation projects. Kevin's close attention to detail and exemplary communication skills are demonstrated through his ability to liaise seamlessly between client, consultants and internal SLD teams, all while delivering project requirements for the client on time and on budget.
HIS ROLE
Job Titles:
- VP of Graphic Design
- VP, Design
As SLD'S VP of Graphic Design, Kim has been with SLD since its inception, and has played an instrumental role in shaping the creative direction of the company. Kim is a leader in design thinking and innovative design solutions. She brings a fresh and unique perspective to every project in the studio.
HER ROLE
On your project, Kim will supervise a team of talented senior designers as well as provide her creative expertise, ensuring SLD delivers the best solution for your project.
WHEN SHE'S NOT AT WORK
Kim's current obsession is plants (she has 50+ in her home). Her other passions include photography and a lifetime of collecting toys (too many to count).
Job Titles:
- Account Director
- Project Manager
Lori is a Project Manager working primarily with our CPG and Private Label clients. She is highly regarded by our clients for going above-and-beyond, her positive and calm demeanour and her quick, thorough responsiveness.
HER ROLE
Lori leads the account management for projects.
WHEN SHE'S NOT AT WORK
Lori is an amateur chef who recently took a course on charcuterie. She is also an urban farmer who grows a lush vegetable garden that gets bigger and better every year.
Job Titles:
- Senior Production Designer
Lou's ability to quickly build highly accurate files suggests that beneath his laidback demeanour there is a highly focused and detail oriented mind. Lou is a critical part of the production team whose many years of experience allow him to stay cool under tight timelines and still deliver exceptional work.
HIS ROLE
As a Senior Production Designer, Lou is responsible for producing final art files.
WHEN HE'S NOT AT WORK
Lynn is a master at utilizing her originality and detailed imagination to create innovative design solutions for all clients. As a Graphic Designer at SLD, Lynn works on packaging and retail projects where she sees the whole project through before handing off the concept to the production team. She also works on art direction and strategy within the graphics team. Lynn is also an expert at developing corporate logos and imagery that perfectly capture the essence of the brand.
HER ROLE
Mark worked for 16 years as a photographer before joining the SLD team as an Art Director. Mark oversees art direction for client photo shoots, all of SLD's in-house photography, and also handles videography and editing. His calm, relaxed demeanour is unflinching in the face of curveballs, and his work is clean and detailed. He can easily adapt to on-the-fly changes and also knows how to keep projects grounded when multiple voices are providing input.
HIS ROLE
Mark oversees art direction for all photographic and video on projects.
WHEN HE'S NOT AT WORK
Mark is an audiophile - he listens to almost anything on vinyl (including opera but excluding country) and also loves to learn about anything to do with sound recording.
Job Titles:
- Digital Communications Specialist
Matthew is a communications expert that specializes in social media marketing and digital content curation. Having worked with businesses both big and small, Matthew utilizes his knowledge of digital spaces to create engaging content for specific, targeted audiences.
HIS ROLE
As the Digital Communications Specialist, Matthew handles company communications material both internal and external. Matthew also curates content for the SLD website, including the SLD blog and Think Retail podcast.
WHEN HE'S NOT AT WORK
Matthew is an avid hockey fan, and his favourite team is the Calgary Flames. When he's not watching hockey, Matthew enjoys being active and is a fitness advocate.
Job Titles:
- Intermediate Architectural Technologist
Max has been working in interior design for 9 years with a focus on creating working drawings ready for contractors and architects to translate designs into reality. His excellent knowledge of construction and AutoCAD and SketchUp skills help ensure his drawing packages are delivered with all the necessary information, in a timely manner.
HIS ROLE
Max is a basketball fan and also plays on a recreational team. He also makes furniture and is currently creating a toy gundam robot out of recycled wooden chop sticks.
Job Titles:
- Strategist: Brand & Marketing
Melinda's background in storytelling began in theatre, film and television where she worked as a creative and producer for many years before shifting her focus to brand stories. She strongly believes that regardless of the industry or medium, powerful brands are grounded in a meaningful brand position and executed as three-dimensional, living stories. In addition to brand and marketing strategy for our clients, she is the host of the SLD podcast, Think Retail.
Job Titles:
- Marketing & Communications Coordinator
- Content Strategist
Michelle is a content strategist at heart, using her skills in content creation to engage audiences both accurately and professionally. Her ability to root out problems in content strategies stems from insights she gains with extensive research into every project, fully immersing herself in the needs of both the project and the client.
HER ROLE
As a Marketing & Communications Coordinator, Michelle handles various communications and marketing-related initiatives like content curation, media outreach, brainstorming sessions, and research studies.
WHEN SHE'S NOT AT WORK
Michelle loves to travel solo and is an avid backpacker. Her adventures have taken her to more than 13 countries worldwide, from Japan to Scandinavia. When she's not traveling, she enjoys reading books and watching movies.
Job Titles:
- Artist
- Director, Creative Services, Studio & Production
With a background in packaging, graphic design, advertising and marketing communications, Murtuza brings more than 30 years of industry experience. Prior to joining SLD, Murtuza led the Marketing Communications team at Sony in Dubai and was responsible for markets in the Middle East, Asia and Africa. Murtuza is extremely effective in creative problem solving and brings an invaluable skill set by applying his extensive knowledge and global perspective.
His Role:
Murtuza oversees a team of highly skilled and experienced production designers to create final artworks, design rollouts and design adaptations. Murtuza leads and collaborates with designers, partners, and suppliers to ensure the final design direction is effectively translated from concept to completion.
When He's Not at Work:
Murtuza is a visual artist whose work blends photography and digital painting to capture moments of humanity in everyday people. His work was recently shown at Artscape Sandbox in September 2018 at an art series showcasing the Human Experience titled THROUGH GLASS organised by Artists in Momentum.
Job Titles:
- App Programmer
- Junior Web and App Programmer
As a web developer and app programmer, Omri specializes in problem-solving using systems. Omri carefully plans approaches toward solutions that best fit the client's needs, whatever they may be. With a degree in Software Engineering, Omri is incredibly skilled in software development and leveraging digital technologies to deliver robust solutions.
His Role
Job Titles:
- Production Artist
- Production Designer
Paula is a skilled production artist who pays meticulous attention to detail and is known for being exceedingly thorough. She's a skilled proofreader and has years of experience handling design rollouts flawlessly. Her excellent organization and communication skills make her a key asset to any project. She also has a vast knowledge of regulatory guidelines governing packaging in Canada and the US, and is a valuable resource in all aspects of packaging and print production.
HER ROLE
As account manager, Phillip is responsible for maintaining communication between SLD and various clients, ensuring client needs are managed and exceeded with every project.
When He's Not At Work
Phillip is a musician who has released seven albums of entirely self-produced material, melding together disparate influences such as rock, pop, electronic, and metal into a distinct sound.
Job Titles:
- EVP of Creative and Innovation
- Principal EVP, Creative & Innovation
As SLD's EVP of Creative and Innovation, Richard draws on expertise from his 27 years in the industry to develop innovative design solutions that leverage strategy through design.
Richard is a cycling enthusiast who enjoys jump-starting his day with a 50km morning ride.
Job Titles:
- Intermediate Interior Designer
- Intermediate Retail Designer
Serena is an inspired retail designer who loves to create visually appealing yet practical retail spaces. Using 3D modeling, Autocard and more, Serena uses her talents to create designs that not only incorporate her knowledge of the practical aspects of retail, but also ensure that a space is welcoming and attractive to customers.
HER ROLE
As an Intermediate Interior Designer, Serena oversees and leads the design process, managing projects and working with clients to create functional and beautiful retail spaces.
WHEN SHE'S NOT AT WORK
Creative by nature, Serena loves getting her hands into all kinds of crafts. When she's not trying new restaurants in the city, she loves spending time with her dog, Donnie, or spending weekends at a cottage nestled in the middle of a good book.
Job Titles:
- Design Director, Wayfinding
Sheryl is a strong multi-disciplined designer who has been with SLD for over 20 years as a senior graphic designer. Sheryl's clear-sighted strategic thinking and keen sense of organization are key assets in developing many large-scale, multifaceted projects. Dedicated, focused and creative, she is very comfortable working on a wide range of design projects, from corporate identity to wayfinding and retail design.
Job Titles:
- Administrative & Finance Associate
- Business and Finance Administrator
Stephenie is a business and finance administrator who is highly organized and pays close attention to the little things. She is a collaborator who quickly learns new skills and has a great big picture perspective when it comes to financial management. She is adept at both day-to-day financial management as well as organizational administration.
HER ROLE
As Administrative & Finance Associate, Stephenie handles the day-to-day financial and administrative needs of the company.
WHEN SHE'S NOT AT WORK
Stephenie is a nature lover and also enjoys cooking. She loves travelling to new places and trying great new foods along the way.