i'm alix.
I help people who care about their craft build brands that actually work.
I’m a Creative Director and Designer driven by a simple belief: your brand should be as intentional as the work you do. I spent years architecting digital experiences for global artists at Warner Music Canada, but my heart is in the independent world. I work with founders who are brilliant at their craft, helping them translate that passion into a seamless brand experience that resonates with their audience and respects their time.
the
beginning
I didn’t start in a design firm; I started in the chaos of operations and hospitality. That’s where I learned that a brand is more than a logo—it’s a system that has to work for the people running it. I saw firsthand how a lack of clarity creates friction for teams and customers alike. This "under the hood" perspective is what drives my design today: I don’t just care how it looks; I care how it functions for you and your community.
architecting
the change
I joined Warner Music Canada as a designer and developer, but I quickly realized the real friction wasn’t in how things looked—it was in how they functioned. I spent my time there overhauling digital infrastructure and fighting for better processes, eventually carving out a role that didn’t exist before: Manager, Digital Brand Experience. I built that position because I saw a need to connect creative vision with technical reality, ensuring that even at a massive scale, the brand felt human and intentional.
the creative partner
I’ve returned to the independent world to work directly with the people doing the actual work. My goal is to be the integrated creative department you didn't think you could have. I bring an advertising mindset to your business, handling the technical and creative weight—from your brand voice to your website—so you can stop managing the "how" and get back to the craft you love.
Approach
01 | an intentional start
Everything begins with a walkthrough. We start with a quiet, honest audit. No jargon, just a deep dive into your goals, your roadblocks, and your audience. We look at where you are and map out exactly where you need to go.
02 | empathetic ecosystems
I don't believe in isolated fixes. Whether I’m designing a visual identity or building a UI/UX flow, I’m looking for the through-line. I build integrated systems that connect every part of your business, ensuring your brand feels like a singular, welcoming home for your customers wherever it lives.
03 | sharing the weight
I’m a designer who thinks like a strategist and builds like a developer. Because I work across multiple disciplines, I can ensure that a design principle established in your brand guide actually translates to your website’s functionality and your marketing’s impact. I handle the complexity so you can lead with clarity.