Design Disciplines
Branding and Communication Design
Corporate identity design, brand strategy,
visual standards guidelines, collateral
for all digital and print mediums
Packaging/POP Design
All retail environment design -
packaging, merchandising display,
signage, POP/POS
Direct Marketing Design
Data-driven variable and static direct
mail, Web to PDF, PURLs/CURLs, design
for digital, print and programmatic
Based in Toronto, Gumbo Design focuses mainly on branding, communication design, packaging/POP and direct marketing.
Linda (aka gumbo!) has a Bachelor of Design from Nova Scotia College of Art & Design and is a member of Registered Graphic Designers of Ontario.
Gumbo Design thrives on the creative interaction and motivation of a teamwork environment, employing strategic thinking paired with marketing know-how and sound knowledge of branding gained thru leading brand experience such as BMW, FILA, BMO, LOWES and SIEMENS.
Clients benefit from long-term associations with reliable trade printers and key service providers of CMS/web development, analytics, SEO, social media strategy, video, copywriting, illustration, photography, production art, translation and PR/media buying.
A consummate freelancer – Linda’s contract experience in Toronto-based advertising agencies and design studios is extensive. As a senior designer, Linda is capable of developing compelling design solutions that meet client’s needs and exceed their expectations. Her skill level enables her to take the ball and run with it, from briefing onward. Beyond design, she is also capable of project management and print production through to press.
......................................................................................
Concept is Everything.
I approach each project with the
same intent: providing viable,
innovative creative solutions to
your communication and design
needs – leveraged in multiple
mediums and effectively executed.
Linda Pelley
RGD, BD Comm.
Education
Bachelor of Design in Communication Design | Nova Scotia
College of Art & Design
Commercial Art Diploma | College of Trades & Technology,
St. John’s, NF
1st Year General Arts | Memorial University of Newfoundland
OTHER ACADEMIC ACHIEVEMENTS
Off-Campus Design Program | Chelsea School of Art,
London, England
Marketing Management Courses | George Brown College
Surface Design | Ontario College of Art and Design
Carpentry | Ontario College of Art and Design
Technical Skills
CAPABILITIES
Design for print, web design, surface design, fabric design, print production, technical renderings, custom dielines, illustration, 3D mock-ups, art direction for photography/illustration/video, display construction
SOFTWARE
Proficient in the latest Adobe software: InDesign, Illustrator, Photoshop, MS Word, Acrobat
PACKAGING
Paper and board, plastics, flexibles and rigid, glass, metal, NFP’s, UPC’s, vacuum forming, blisterpak, dielines
MERCHANDISING DISPLAY
Acrylic, wood, metal, corrugate, coraplast, sintra, dye-sub on fabric, vinyl skins, vacuum molding
SIGNAGE
Exterior/interior, backlit, neon, awnings, acrylic, wood engraved, cut vinyl, screen print, vacuum molded, laser cut metal
PRINTING
Offset litho, digital, screen-print, dye sub, flexo, foil, dielines, large-format, dielines, UV Ink, embroidery, 4+ colour, spot colour
Industry Sectors
RETAIL/CONSUMER
• Merchandising Display
• Point of Sale
• Product Packaging Design
• Food Packaging Design
• 1 to 1 Direct Marketing web/print
• Showroom/floor display
• Direct Mail
• Integrated Campaigns
• Contest and Promotions
• Advertising web/print
BRANDING
• Brand Identity/Logo Design
• Brand Collateral
• Corporate Standards Guidelines
• Brand Analysis
CORPORATE
• Print Communications
• Web Communications
• Annual Reports
• Brochures
• Product Guides
• Signage
• Corporate Videos
• Trade Shows/Exhibit Design
• Billboard/Large format
• Conference Materials
Employment History
PRESENT
Creative Director, Gumbo Design Co, Toronto | 10 years
PAST
Senior Designer | krplink, Toronto
Senior Designer | Cundari Integrated Advertising, Toronto
Graphic Designer | Neglia Design, Toronto
Graphic Designer | E&B, Toronto
Graphic Designer | Gumbo Design Co, Montreal
Graphic Designer | Bristol Communications, St. John’s, NF
Graphic Designer | Dalhousie University, Halifax, NS
Memberships & Awards
RGD Ontario
Type Club
Museum Association of NL
Heritage Canada Foundation
Heritage New Perlican, NL
Willow Tree Heritage Society, NL
Newfoundland Historical Society
AWARDS
Gold – Canadian Marketing Association Award | International
Programs
Ontario Printing Industries Association Award | DM Programs
Client History
HEALTHCARE/PHARMACEUTICAL
Starplex Scientific
Pfizer
Glaxo Smith Klein
Astra Zeneca
Apotex
Roche Pharmaceutical
Novopharm
Rexall Pharmaplus
A & P Drugmart
COMMUNICATIONS
Siemens
Allstream
Cantel
Blue Highway
Sybase
Koodo
Signifi Solutions
Insider Marketing Group
FINANCIAL SERVICES
BMO
TD Bank
VISA
Scotiabank
Dynamic Mutual Funds
Vengrowth Mutual Funds
Institute of Canadian Bankers
Manulife Financial
Advocis
Foyston Gordon Payne
AIM Trimark
AIG Assurance
INDUSTRY
Fuji
St. Lawrence Cement
McNamara Industries, NL
Canadian Helicopter Corporation
Print Boutique
EMCAD
Autothority Inc.
Business Portals
Harmony Printing
CONSUMER/RETAIL
BMW
Nike
Lowes
Fila
Umbra
ICI Paints
Canadian Tire
Ford
HBC
Saturn
Levis
Stitches
Rexall Pharmaplus
Anthony Braden Cosmetics
Hair Botanique
JML Canada/USA
Athelete’s World
CPI Plastics
Glade
Fernlea Flowers
Indigo
Sears
FOOD SERVICE
Mr. Greenjeans Restaurant
Tim Hortons
Longo’s
Ferrero Rocher
Houston Avenue Bar and Grill
Raani Foods
ZEI Olive Oil
IGA – Our Compliments
Black Diamond Cheese
Co-op Atlantic
Country Ribbon Chicken
ASSOCIATIONS
CAA
Music Industry Association of Canada
Ontario Dental Association
Masonic Temple
General Hospital Health Foundation of NL
Treasury Management Association of Canada
Vehicle Information Centre of Canada
LEISURE/CULTURE/TOURISM
Newfoundland and Labrador Tourism
Maine Tourism
National Film Board
Don’t Interrupt me! Gameboard
National Ballet
GiveGetGo
ENERGY/ENVIRONMENT
Veridian
IESO (Independent Electrical Systems Operator)
Toronto Hydro
Harvey’s Oil, NL
Hibernia, NL
GOVERNMENT
Ward 32 City Councillor, City of Toronto
OPP
Ontario Department of Agriculture
NOT FOR PROFIT ORGANIZATIONS
YWCA of Canada
YWCA of Toronto
Volunteer Toronto
Ontario HIV Treatment Network
Progress Career Planning Institute
METRAC, Metropolitan Action Committee on Violence Against
Women and Children
Canadian Crossroads International
December 6th Coalition
Fred Victor Community Centre
Sistering Women’s Shelter
CATIE Community AIDS Treatment Information Exchange
H.E.Y.Y. Youth Helpline
U of T Polaris HIV Research Study
Heart and Stroke Foundation
Health Hounds
Voices of Positive Women
Newfoundland and Labrador Housing Corporation
Toronto Women’s Bookstore
Rose Apartments Special Needs Housing
NL Willow Tree Heritage Society
Heritage New Perlican
2 Rooms Contemporary Art Gallery
