CREATIVE DIRECTORS
INVOK BRANDS, TORONTO CANADA + NEW YORK NY
When Tim McLaughlin joined Invōk Brands in 2019, the first project that he worked on was for a new client of the agency – Copperstate Farms. It was an exciting assignment because it was focused on creating a new brand in the relatively new market of recreational cannabis. It was also the first time that Tim had the opportunity to work alongside Devon Luxmore, who was Invōk’s Design Director at the time.The two quickly established a rapport and respect for each other that went beyond design.
The Copperstate project ended up being the perfect introduction for the two designers, who now serve as the Creative Directors at Invōk – an independent design firm with capabilities that range from strategy and design to production and pre-press. With Devon located at Invōk’s Toronto studio and Tim based out of the NYC office, the two are able to tap into their past experiences and enhance each other’s strengths to ensure that every project delivers not only great creative, but also great business results for the client.
Devon brings a tremendous wealth of brand knowledge from their years of experience in the consumer branding world. Their strategic creative approach, combined with pragmatic problem solving allows Devon to think holistically about the entire brand experience for Invōk’s clients. Tim’s strategic, detailed systemized approach has allowed him to become an expert in large-scale projects where brands find themselves repositioning, extending into new lines, or building very detailed consumer approaches across multiple touchpoints.
As we pivot into a post-pandemic era marked by societal challenge and change, are you optimistic about the future of Graphic Design to support and shape commerce, culture and causes? Why do you feel the way you do? Are you optimistic about the future of your own firm?
The pandemic accelerated the need for brands to think holistically about consumer engagement. Brands need to simplify and streamline their visual expression to connect and create community with consumers. As creatives, we view this as a great opportunity. Through digital touchpoints and brand engagement, there are amazing tools and methods to connect with consumers. What makes us optimistic about the industry and the future of Invōk is the potential for unlimited creativity for those who embrace the idea of thinking outside the box.
We are seeing an increased focus on Package Design to advance the brand, tell the story, amplify the experience, forge an emotional connection. Do you agree with this observation and, if so, what advantages does packaging have over other graphic communications?
Packaging has become a vehicle to drive consumers to connect with brands. From unique unboxing experiences to the resurgence of QR codes and advancements in AR/VR capabilities, package design has the ability to be a part of a much larger world that incorporates physical, digital and virtual. You do see though, that there is also a strong desire for simplicity and minimalism among certain consumers. There is a lot of excitement around trends and technology, but consideration always needs to be given to what will resonate and what will distract.
