the pye centre for northern boreal food systems

During my five years as Special Projects Manager at the Labrador Campus of Memorial University, one of the most meaningful projects I had the privilege to contribute to was the development of the Pye Centre for Northern Boreal Food Systems.

The Pye Centre is a vibrant hub for food systems education, research, community connection, and wellness programming—a university farm and living classroom dedicated to strengthening food sovereignty and resilience across Labrador and the North. Rooted in place and guided by relationships, the Pye Centre reflects a shared commitment to cultivating food, knowledge, and wellbeing together.

visual identity development

I worked closely with my colleagues and partners to conceptualize and develop the Pye Centre’s visual identity. From the beginning, we wanted the design to reflect the Land itself—the deep greens of the boreal forest, the warmth of late-summer light, and the rich reds and ochres found in Labrador’s soil and stone. The logo brings together many “pieces” of the Pye: the meeting of land and water, the interconnections between research and community, and the balance of traditional knowledge and innovation that defines the Centre’s work.

personal and professional pride

The Pye Centre’s visual identity remains one of my favourites to date. It marked a turning point in my creative practice, where I began to explore illustration-forward approaches to identity design, creating visuals that tell a story and hold meaning beyond their aesthetic form. Over the years, the Pye Centre has taken root and flourished in the community, along with the relationships and ideas it was built to nurture.