Visual identity + design systems
Case studies utilising Visual identity + design systems
28 projects demonstrating visual identity + design systems, ordered for your focus.
Streetohome Chosen Family Pods
Reframed the conversation on homelessness — from surface-level symptoms to root-cause understanding — through a communication system built for clarity, dignity and long-term engagement.
The Drawing Hope Project
A concept-driven visual storytelling project that translates drawings by children living with life-threatening illness into fully realized photographic worlds.
QUIRK Parfum — Wear Who You Are
A consumer fragrance brand and campaign system positioning scent as an extension of identity, not a category — built around individuality, confidence and self-expression.
Luma Skin Studio
Brand identity and visual system for a modern skin studio — a clean, warm, confident look designed to travel across storefront, packaging, digital and social.
St. Joseph's Hospice - Rebuilding the Brand Language for a Community-Facing Healthcare Organization
Rebuilt the visible language of a hospice from the inside - brand system, voice, editorial standards and campaign creative - so the organization's public face finally matched the quality of care it was actually delivering.
The About Game - An Interactive About Page That Rewards Curiosity
Turned a portfolio About page into a playable experience: a card-based decoder, a Wheel-of-Fortune-style solver, a recipe box, a trading-card set and a curiosity ledger that quietly assembles a custom bio from what the visitor actually explored.
shawnvandaele.lovable.app - An AI-Tailored Portfolio Built by Hand
Designed, built and shipped a portfolio that rewrites its own hero copy, resume ordering and case-study emphasis based on the viewer's active focus - single-handed, using AI workflows as a working partner rather than a shortcut.
Rainbow Faith & Freedom — Design Direction
An advocacy campaign and communications system for a global nonprofit working at the intersection of faith, human rights and 2SLGBTQ+ inclusion.
BC Parks — RFP Design & Creative Direction
Editorial-grade RFP design and layout system built to make a complex, high-stakes proposal read as clearly as it competes.
Ivey Business Case — Broadband Access
Editorial design and information design for an Ivey business case on rural broadband access — dense material, made scannable.
Fanshawe College — Digital Master Class
Instructor examples from the Fanshawe College Digital Master Class — real-world Photoshop compositing and digital art techniques taught to working designers.
Ivey Business Case — Debt Stigmatization
Business case design for an Ivey study on debt stigmatization — editorial layout built for clarity and dignity around a difficult topic.
Mission Brewing — Comic Con Magazine Spread
Illustrated magazine ad spread for Mission Brewing at Comic Con — playful, story-driven design for a consumer brand moment.
NewCo — Celebrity Alcohol Sales Deck
Brand identity and celebrity-backed sales deck for a new alcohol venture — polished, premium and ready for the room.
Rainbow Faith & Freedom — Infographics & Socials
Infographic and social design system for Rainbow Faith & Freedom — turning complex advocacy data into scroll-stopping social assets.
Rotary Clubs of Grande Prairie — RFP
RFP and proposal design for the Rotary Clubs of Grande Prairie — editorial layout with a community-first tone.
Select Photo Manipulations
A selection of composite photography and digital manipulation work across personal and client projects — proof of the craft under the concept.
Select Wedding Photography
Selected wedding photography — documentary, editorial and portrait frames edited to a consistent cinematic tone.
St. Joseph's Hospice — Connected Through Cooking
Video promo for St. Joseph's Hospice's Connected Through Cooking program — story, edit, motion and logo built as one piece.
St. Joseph's Hospice — Program Infographic
Program infographic for St. Joseph's Hospice — clear, warm, human information design for a healthcare audience.
Domestic Chaos — Conceptual Photo Series
A surreal, levitation-based conceptual photo series exploring the emotional weight of everyday domestic life.
Port Rupert Port Authority — RFP
RFP and brand-adjacent visual system for the Port of Prince Rupert — clear infographics, considered layout and AI image development.
From The Bridge — Band Promo
Promo photography and composite art for the band From The Bridge — cinematic, moody imagery built for tour and press use.
Rainbow Faith & Freedom — Brochures
Brochure design and layout for Rainbow Faith & Freedom — print collateral that carries the organization's advocacy voice with clarity.
Life in Detox — Book Cover
Book cover design, typesetting and copy for a memoir on recovery — restraint, warmth and quiet dignity across every touchpoint.
Shawn Van Daele Photography - Brand Identity for a Working Photographer
Built the brand for my own photography business from the client's side of the desk - identity, print collateral, website, contracts, social presence - so the business could grow without every new booking starting from scratch.
After Benny - Long-form Editorial & Book Design
Designed and produced a long-form book project as a companion to the personal editorial and memoir work that also produced Life in Detox - text, image, sequence and physical object all treated as one design problem.
Shawn's Recipe Box - A Recipe Product Design Playground
Built a recipe collection as a small product - trading-card recipes, an admin backend for adding by URL or from scratch, on-the-fly meal imagery, and share / email / PDF flows for anyone who wants to actually cook one.
Advanced Photoshop Instructor
2018 - 2020Fanshawe College
Developed and taught third-year curriculum in compositing, typography, visual storytelling, critique and professional production practice. Mentored 20-30 emerging designers per term.
Marketing & Communications Manager
2025 - 2026Chai Lifeline Canada
Conceived, wrote, designed and delivered the inaugural Rosh Hashanah Meal Program campaign across direct mail, print, email, organic social and paid - $140K+ net against a $40K goal
Creative Director, Marketing & Communications
2021 - 2023Ascend Fundraising Solutions
Campaign ecosystems supporting $3B+ in fundraising impact across nonprofit and healthcare clients
Founder + Executive Creative Lead
2011 - 2016The Drawing Hope Project
Global media coverage including The Today Show, ABC World News and MTV News (filmed on-site at SickKids over three days)
Art Direction · Design · Production Leadership
Earlier careerAgency & In-house Creative Teams
Agency and in-house creative roles across consumer, healthcare, education, government and cultural clients - plus early music/entertainment publicity photography and album artwork connected to Sony Music. The range that underpins today's leadership work.
Creative direction, Art direction + design leadership and Campaign concepts + hero assets.
