When Rexall set out to evolve from “a pharmacy first” to a true daily living destination, I helped shape what that shift looked and felt like. I led the creative evolution of the brand across store design, marketing, communications, and digital, building a more modern, human, lifestyle-driven expression.

I partnered closely with the team to concept and launch Feel Good magazine, a content platform designed to inspire Canadians on their healthy living journey and bring the new positioning to life in a tangible way.

Behind the scenes, we also tackled a major own-brand transformation, redesigning five private labels through the lens of the new strategy. It was a big, holistic reset. Not just new packaging, but a clearer point of view with brands that showed up consistently and confidently in store.