Product Work
MOMENTUM
Every two years since 1967, amateur athletes from across Canada convene and compete for top honours among their peers. Alternating between summer and winter games, hosting is generally shared by a new community each time. In 2019 the Canada Games were held in Red Deer, Alberta. The organizers sought an artist with ties to the region to design a medal with an authentic story in line with the Games’ tagline: This is Our Moment / C’est Notre Moment.
Above all, I sought to capture the rush of emotion that comes with competing - giving it your all - and the moment of finally achieving your dreams.
The design explores themes of struggle and success of athletes through the metaphor of the Red Deer River. The river is born into adversity in the rugged terrain of the Rocky Mountains, from the elements of the sky - wind, light and rain. The pull of gravity brings a rush of adventure and then grounding stability as the ride begins. The river gains speed, winds through the prairie landscape, cutting and shaping the land, and in turn being shaped by it, much like the grind of training, practice, and competition. The stream gains momentum and energy from other sources, and also gives life back to the land around it, seeing the rewards of its labour in the wheat-fields stretching into the distance. The river finds itself swirling and curving again through the badlands as its course and legacy runs on.
The reverse is much more meditative and reflective, referencing the quiet moments that will come, when the wearer remembers the ride, and sees their place now in the stars, wondering what new adventures lie ahead. The 10 dots, like stars in the sky represent the 10 Provinces, completed by the 3 on the front, representing our 3 Territories. The brand elements, an abstract reminder of everything the Games represent, and in particular, what it meant to compete in Red Deer. Subtle references of the deer, the river and wheat, and the winter star, that together form the identity of the Games.
Many of the athletes who participate in these games will compete and find their place onto world stage podiums in future years. It’s my hope that every athlete who takes home a medal will look back and remember the day they earned it at the 2019 Canada Winter Games, and that it will become a cherished symbol of their unique memories and personal journey through Red Deer.
The medals were sponsored and supplied by Teck Resources.
PROTOSTATIX RECEPTION DESK
When Structural Engineering firm Protostatix was planning a move, they knew they wanted every visitor at their new office to have a stunning first impression. They were looking for something extraordinary in the reception area that not only showcased their services, but that also spoke to how Protostatix are leaders in their industry, shaping the future of our built environment with every project. The unique form of this reception desk features a cantilevered frame with multi-faceted stainless steel skin and a cool blue LED light that subtly glows their strong brand colour.
Completed with KENNEDY in 2017, the desk was constructed and installed by Selenium Interiors. Photos are courtesy of the talented Brock Kryton. Special thanks to Doughnut Party for providing the flavourful treat during our photo shoot.
ATB FINANCIAL - TABLES
In 2013, ATB Financial was making plans for a new headquarters on the 21st Floor of the Telus building in Edmonton. Tyler Vreeling was asked to provide 3 tables / seat groupings that brought in a little of the Alberta outdoors. With contributions from Mike Buss and Teng Chong, Tyler was the creative director and project manager of the landscape-themed pieces, interpreting prominent and familiar features that are millennia in the making.
Mike Lam Design, Inc. fabricated the Prairie table, Chris Kubash was the craftsman behind the Hoodoos, and GC Custom Metal along with Concrete Cat Inc. helped realize the Mountain table. Photos by Tyler Vreeling.
ATB FINANCIAL - CASHMAN CHAIR
In 2012 ATB required a chair for a photoshoot of their 50 or so executives. The chair would be the only constant across all photos, and would tie them all together, used as a prop to support the executives or unique items they would be photographed with. The resulting Cashman chair is named after Tony Cashman, a writer / historian from Edmonton and recipient of the Alberta Order of Excellence.
The chair was fabricated by GC Custom Metal, and upholstered by Benchmark Upholstery. Photos were graciously provided by Aminah Syed, Ian Laurie and atb.com.
WHITE MOOSE
A line of heirloom-quality furniture and accessories inspired by the natural, rugged, beauty of northern Alberta and the modernist movement. Commissioned in 2007, the prototypes depicted here were designed and constructed in under two months, and have been shown in various locations in North America. The signature piece, a hanging silhouette, was on display in prominent storefronts in Edmonton for several years. In 2013, White Moose products were the first ever design items to become part of the Art Rental and Sales Gallery collection at the Art Gallery of Alberta.
Photos of the original prototypes (which are for sale - contact me) by the talented Brock Kryton.
MITAB
Industrial Design of a rugged tablet, protecting and enlarging the display of an inserted smartphone, for MiTAB Inc, a tech start-up in Edmonton. Collaboration with an electrical engineer took the concept through several design and prototyping stages such as: research of rugged tablet industry, including the market placement of a patented, novel product; developing ergonomic, physical, material, and UX characteristics, based on defined needs; design of 3D printed form models and parts for working prototypes.
The following images show form/proportion models, early-stage marketing materials, electronic 3D models, electronic renderings, 3D print-outs, and assembly and finishing details of a physical prototype. Images provided by MiTAB Inc.
EXPLORATION
Early works from between 2004 and 2011. Each were made by hand by Tyler Vreeling.
