My relationship with HeartsRfallin started in 2020 as a freelance designer working on a per-project basis. In 2022, I was brought onto the team as a co-owner, board member, shareholder, and Head of Design.
My work encompasses all design elements within the brand. Some aspects of my job include; clothing design, graphic illustrations, social media content, photo & video editing, print & pattern design, tech-packs, and more.
2023 Faces Magazine Awarded
"OTTAWA'S BEST CLOTHING BRAND."
HeartRfallin's take on the icon varsity jacket. The varsity jacket holds cultural importance as it symbolizes both status in the community and camaraderie, as it connects you to your tribe. Traditionally worn by school athletes, the jacket represents not only athletic achievement but also a sense of belonging to a particular team or group.
By wearing the UPPERCLASS Varsity, we invite you to represent, creating a visual marker of pride and embodying youth culture. Let it serve as a unifying symbol, connecting individuals to their team and community.
The UPPERCLASS Vasity is an all-season pebbled leather jacket. It is covered in embossed designs, from the collar to the front to the back. This embossing adds an extra level of detail to the garment while keeping a clean, monotone colour palette. Additionally, the jacket also comes with custom sterling silver zippers, A printed silk interior, and leather backpack straps for carrying and styling.
The HEADWARMA was the first item of our limited runs for 2024. As we use this year as an opportunity to stock up on garments and make adjustments on the production side, The HEADWARMA serves as a product to keep our community warm while we take some time off.
With 20 colour combinations and a silk satin interior, the HEADWARMA offers variety for the community while being a Winter essential.
As we plan to take some time off for the upcoming spring/summer season, HEADWARMA's campaign focuses on the Mystery of "Where is HRF?" This is shown through the newspaper headlines in the illustrations and in the campaign video with the "missing" signs.
Same Team Different Match was our only collection of the year to be released in-store. Reconnecting with the community and realizing we are all on the same team. Our stories may be different, but we are all in it together. Same Team Different Match celebrates our community as we host a pop-up store in our home town, Ottawa Ontario.
This collection includes 8 jerseys, bikinis, and jorts. A new pattern was created for this collection, used on both the jerseys and the bikinis, the HRF stacked print shows the HRF symbol logo stacked on top of each other as if in a bucket being viewed from the top down. As if the logos were all in it together just as we are.
The Last Supper collection invites all to break bread and celebrate the last capsule of its kind. As HeartsRFallin looks toward new directions, we take a moment to celebrate our accomplishments.
With the Last Super collection, we let the community eat with 25 eye-catching colour combos. Eat up!
To make a full circle, Last Super's visual campaign was shot at the same location as the Reborn campaign. A full cycle, celebrating just how far we've come.
This collection is a take on a summer version of our famous sweat suit. The lighter, single-layered terry cotton is the perfect breathable material for the summer. The zip-up hoodie also comes with removable sleeves that can double as leg warmers. With the set together, a total of 10 pockets can be used while styling a comfortable and breathable combo.
Raffle Runs once again sees HeartRFallin doing something new while revisiting previous work. The first underwear matched with the third version of HRF socks.
The visual language of the Imperfection Collection resembles the Reborn Collection purposefully. The white garments piercing against the black background creating visual interest and highlighting the importance of the white within the concept of Imperfection.
Everyone has Imperfections whether they wear them or not. This collection is an acknowledgement of imperfection and a celebration of improvement. The white denim shows the unstained perfect exterior we try and show, while the embroidered graphics are a representation of the imperfection within.
The Blackout collection has one of my favourite social media illustrations to date. This Illustration is set in a classroom setting with busy desks and a messy chalkboard. Look too fast and you might miss the discount codes.
Under Construction represents a new stage of the brand. After a few collections under our belt as a new team, we begin the investigation of our reconstruction. A deeper look into our creative process as we work towards perfecting new systems.
The main graphic of this collection, shown on the back of the hoodies and the left leg of the pants, shows a group of construction workers planning and working on the HRF symbol logo. The logo being under construction shows how the brand itself is under construction. New systems are being put into place as a new creative process gets refined.
Boxing Day 2022, HeartRFallin returns to Rideau Centre for a historical mall shutdown. With 100+ in attendance gathered outside the Wehere store. HeartsRFallin caused chaos as free giveaway exclusive shirts were tossed into the crowd and boxes and deadstock garments vanished within minutes.
To promote the release of the Klassic hoodies an online giveaway was announced. A bingo-themed sliding carousel post was designed to announce the giveaway and explain the instructions. 5 winners were selected on Instagram Live and chose their favourite colour to receive in the mail.
The "HeartsRFallin all around us" concept is continued onto this version of the Klassic with the HeartsRFallin wordmark logo wrapping around, showing the HeartsRFallin all around in a 360 view. The wrapped-around HeartsRFallin along with the slogan on the chest are carefully embroidered with contrasting colours. The high neck collar featured "KLASSIC" embroidered, matching the base colour of the garment. Also matching the the base colour of the garment is the embroidered logo symbol on the back only viewable when the hood is up. these details along with others like the hidden seam pocket, elongated hem and cuffs, and overall quality within the garment make this an instant Klassic.
The Klassics being a long-awaited item from the community, had to be done in a way that inovates and tops the last version, without losing the assence of what makes it a Klassic.
HeartsRFallin's most ambitious project yet, with a total of 13 custom cut and sew garments including; mohair sweaters, leather hats, taffeta sets, and more. This collection was made in support of breast cancer research, with a portion of all proceeds going towards Breast Cancer research.
The Klassics are shown here first, foreshadowing the return of the community's awaited favourite. This new take on the Klassic concept is first shown in this hot pink with white embroidered details. The double-layered terry cotton along with the high neck collar give this pullover hoodie an incredibly comfortable feel.
The first HRF pattern was created for the mohair garments within this collection. The pattern was designed to resemble a cheetah print while being colourful and playful. This pattern was created with the material in mind, as the texture of the mohair gives the pattern a very distinct style.
September saw HeartsRFallin dive into new waters with the KAP. This one-item drop was the first of its kind with the focus set on an item we have not tackled before.
The main graphic featured on the KAP is a stylized combination of the HRF logo symbol and the HRF wordmark logo. The wrapped-around logo plays on the Klassic motif established with the brand. The concept "HeartRFallin all around us."
The details within the KAP set it apart from all other hats. From the unique graphic to the custom silver squatchee to the extended velcro adjuster, to the custom HRF lining.
The Reborn collection is the first official capsule since the company's rebuilding phase, where I was brought onto the team as head of design. This project needed to come out perfect from the garments itself to their presentation online.
For this project, a system for showcasing the collection was designed. This included a collection of stories/posters, a connecting sliding carousel post, and a collection of short reels. These elements were created to accompany the garments, website, main campaign video, and lookbook.
The Reborn collection represents HeartsRFallin at this stage of development. The first capsule with a new team, new systems, and a new creative process. This was HRF's rebirth phase. starting from scratch symbolized by the all-white colour palette.
July saw a collaboration between HeartsRFallin and Wehere. A graphic was designed that embodies both brands with a unique design using one of my signature illustration styles.
While HeartRFallin took care of the design, Wehere took charge of the production and sales. These tees were released as an in-store exclusive in Wehere stores across Ontario and Quebec. A release party was hosted at the Ottawa Wehere store located in the Rideau Centre on the day of the drop.
The Krash Tour was my first major project as head of design. HeartRFallin went on a Canada-wide tour. The Krash Tour was a tour of pop-up shops hosted by HeartRFallin in collaboration with local brands.
HeartsRFllin travelled with deadstock garments and a collection of new, tour-exclusive, tees. 50+ shirts were designed that were then narrowed down and chosen by the HRF team.
While I stayed in Ottawa to hold down the fort and lead local operations, a group of members travelled Canada conducting the Krash. A Krash logo was made along with accompanying posters and social media posts, to follow and promote the team on the Krash Tour.
