THE CLIENT: While working under the Rogers Communications brand, I was tasked with rebranding the Cityline Weight Loss Challenge, hosted by Tracy Moore, in celebration of its 10th anniversary. The long-running program, led by health expert Dr. Joey Shulman, offers a hormonally balanced approach to weight loss, providing participants with comprehensive tools including meal plans, recipes, food journals, and community support.
THE PROJECT: The rebrand focused on modernizing the visual identity while honouring the program’s legacy of transformation and empowerment. The design assets below were created for digital platforms, social media, and promotional materials to reflect the program’s renewed energy and continued commitment to accessible, healthy living.
Working in collaboration with a motion designer, I further contributed to the art direction of the logo animation for broadcast use during the production of the challenge. To guide the creative direction, art boards were developed in Adobe Illustrator, outlining key visual moments and transitions. These were then used as a reference for the motion designer to bring the still frames to life using a combination of Adobe After Effects and Premiere Pro. The following video examples demonstrate how the logo variations were animated to introduce the program’s various show segments in a cohesive and engaging way.
| Category | Branding | Skills | Art Direction, Typography, Colour Theory
| Tools Used | Illustrator, Photoshop, After Effects
| Tools Used | Illustrator, Photoshop, After Effects
Final Logo Development
Animated Logo Assets
Lettermark Logo Use
