For my own creative practice, the time and space found and lost during the pandemic brought many things into focus; things like purpose, intent, the need to move beyond "languishing," and the ultimate importance of filling days with people and pursuits that build happiness, purpose and meaning.

And so came Why Why See, born out of love for beautifully printed pieces with bright colours, rad patterns, cheeky copywriting and a healthy dose of nostalgia, the brand aims to be a ‘spot of happy’ where craft, process and connection create goods for a well-designed life.

Brand conceptualization and documentation
Creative development focused around externalizing the compulsion for connection — to create moments of shared joy that honour human craft and process. The brand identity focused on bringing a 'spot of joy’ using overprinted riso ink colours representative of the places where I found joy and connection: Lake, Coral, Sunflower, and Forest. A set of brand guidelines was developed that heavily explored brand tone and voice, in addition to documenting the mechanics of the brand in practice.

Website and product buildout
A full e-commerce website was built with Shopify, as well as all products listed on the site. The site was geotargeted specifically for two markets, Western Canada and Bermuda, with customized product carousels and product ranking specific to each market based on IP address.

Since launch, the website has seen consistent traffic and a strong conversion rate in its geotargeted markets. A growing list of stockists in Alberta is starting to develop, as well as in-person market selling beginning to be explored.

Creatively, the brand continues to grow and evolve with the challenge of ongoing product development. And from a personal and business perspective, I’ve learned more about product fulfillment, shipping, logistics, and payment solutions than I ever anticipated (in the best way).