Marketing, built like a proposal that wins.

01

Alka Pools Headquarters — Workplace Transformation

Burnaby, British Columbia

Writing Sample — Excerpt

Context & Intent

Within a small industrial pocket in Burnaby, adjacent to the evolving Brentwood district, the Alka Pools renovation transforms an existing warehouse and office facility into a unified workplace for a family-owned business.

A Workplace Rooted in Craft

The design reflects the client's desire for a workplace with a residential sensibility — an environment that feels familiar, grounded, and connected to the craftsmanship behind the business.

Integrating Workplace & Operations

The existing structure is reorganized to bring office, storage, and operational functions together within a single industrial shell, creating a more cohesive working environment.

Material Continuity Across Contexts

A contemporary material language — ACM cladding, expanded glazing, longboard soffits, and custom millwork — extends across exterior and interior conditions, reinforcing continuity between workplace areas and the industrial frame that supports them.

Supporting Connection & Collaboration

Office and operational areas are separated where required but remain visually and functionally connected, shaping movement, interaction, and workflow throughout the building.

Phased Delivery, Continuous Operations

Construction sequencing maintained full operational continuity, allowing the business to remain active on site while the transformation unfolded in phases.

Outcome

The result is a unified workplace environment where spatial, material, and operational systems are aligned within an adapted industrial frame.

My Role

• Project storytelling and narrative development
• Content strategy support
• Website and marketing alignment
• Coordination of project communications and collateral assets

Outcome

• VRCA Silver Award — Best Tenant Improvement (Up to $10 Million)

02

Heritage Multi-Family Residential Complex

Project Scope: High-Density Heritage Revitalization & Multi-Family Residential  |  Bid Role: Proposal Lead & Content Developer  |  Outcome: Shortlisted; Secured Major Project Win

The Challenge

We faced a critically compressed, two-week turnaround to submit a comprehensive Request for Qualifications (RFQ) for a major multi-family residential complex centered around a heritage revitalization. The submission demanded a meticulous compliance matrix, deep coordination across consultant teams, and a strategic approach to addressing dense urban integration and historical preservation guidelines under extreme timeline pressure.

The Strategy

To differentiate our submission, I drove a strategic narrative structure that moved away from standard boilerplate text and focused heavily on structural innovation and specialized expertise:

• The Narrative Hook: Framed the proposal around the seamless intersection of historic preservation and modern, sustainable living.
• Highlighting Mass-Timber & Adaptive Reuse: Prominently showcased our team's specialized past experience with mass-timber construction and heritage adaptive reuse, directly addressing the project's unique architectural and environmental parameters.
• Authentic Visual Integration: Leveraged original structural and job-site photography to visually anchor our project sheets and team resumes, providing immediate, authentic proof of our hands-on experience with complex timber framing and detailing.

The Result

The combination of a highly targeted narrative and high-end visual design successfully cut through a competitive field of applicants. The submission achieved a flawless compliance rating, advanced our team to the shortlist, and ultimately secured a major project win.

03

Brand & Marketing Refresh

Upward Construction Brand Refresh

Challenge

As Upward Construction continued to grow, its brand no longer reflected the quality of its work, design philosophy, or position within the custom residential market. Marketing materials, website content, and print collateral lacked consistency and did not fully communicate the firm's value or client experience.

My Role

Outcome

• Delivered a cohesive brand experience across the website, marketing collateral, and client-facing communications
• Improved website performance, increasing page speed by 20%
• Strengthened the presentation of the firm's services, portfolio, and project stories
• Unified templates, pursuit materials, and marketing assets under a consistent brand standard
• Grew Instagram to 2,500+ followers through strategic content and campaign management
• Supported business development efforts that contributed to a 60% increase in project volume

Key Contributions

04

Award-Winning Project Storytelling

California Dream | Upward Construction

Challenge

How do you communicate the vision, craftsmanship, and collaboration behind a custom residence in a way that resonates with prospective clients, media, and award juries?

My Role

• Developed project narrative
• Authored media feature
• Wrote award submission narrative
• Coordinated project photography
• Developed website content
• Supported project marketing strategy

Outcome

• National CHBA Award-winning project
• Published feature in North Shore News
• Strengthened project visibility through integrated storytelling

Key Contributions

05

Digital Client Engagement

My House Design/Build

Challenge

With in-person seminars no longer possible during COVID-19, the firm needed a new way to educate prospective clients while maintaining meaningful engagement throughout the decision-making process.

Outcome

• Increased qualified leads by 25% through a targeted digital client engagement strategy, including segmented communications, webinars, live chat, and presentation systems
• Improved inquiry response and client accessibility through integrated digital communication tools
• Increased tradeshow lead capture and email subscribers by 60% through a digital iPad-based lead collection system
• Established scalable webinar and engagement programs that continues to support business development

Key Contributions