Halfmoon
ROLE
Creative Lead
Halfmoon has supported yoga and wellness practices across Canada for decades, known for handcrafted bolsters, blankets, and meditation cushions. As Creative Lead, I led the brand's visual direction, including sales tools and campaign materials that helped grow its studio and retail partnerships.
UI & UX Design
Graphic Design
Branding
Packaging Design
Art Direction
Print & Pattern Design
In-House Creative
Marketing Design
A visual language rooted in craftsmanship
If you've stepped into a yoga studio in Canada, you've likely encountered Halfmoon's handcrafted soft goods. I built a visual language that honoured that craft heritage directly: serene palettes, calm typography, and nature-inspired imagery — restrained on purpose, letting the product's handmade quality do the talking.
Sales tools that grew studio and retail partnerships
I also led design for Halfmoon's retail and studio growth through Mindful Collective, the parent company handling wholesale — sales tools, one-pagers, and campaign materials aimed at wholesale buyers rather than directly to customers. That distinction shaped every choice, from tone to layout, and helped strengthen the brand's partnerships across North America.
