M4RK
Mark Abernethy


A creative partner, to help you grow—from right now to what’s next.

Let’s Have a Conversation


Here's what I think:

VISION is the key to getting things off the ground today, but it’s SUPERVISION that keeps everything on track as it grows.

I’ve worked closely with C-Suite and Founders for over 20 years and built a reputation (and my practice) around four things:

 

ONE—

Design is Problem-solving.

 

—TWO—

Branding is Reputation-building.

 

—THREE—

Disciplines that Understand Each Other will Collaborate More Effectively.

 

FOUR—

Connecting Business Goals with Audience Needs is Essential.


Please Allow Me to Introduce Myself

00:00
00:00
Creative + Collaborative

Creative Director / Designer /

Founder
(20+ years)

Dad
(15+ years)


Proof of Work

Mark offers insight and creative direction— connecting key stakeholder feedback with brand strategy and user needs.

Craig (Nerder), on working with Leapfrog and HelloCrypto

via Linkedin


That’s probably the stupidest thing I’ve ever heard.

and

I’m never asking you another question ever again.

Frances (Daughter)


call to action

If you need to bring creative leadership and brand strategy into the mix— I can help.

Let’s Talk

Case Studies

As an experienced Creative Director with a expertise in brand strategy and user experience design I've worked across digital media, consumer products, e-commerce, and content marketing. My role is to provide a clear creative vision for diverse projects.

These are four examples:

1

HelloCrypto

Learn How to Stop Worrying and Love the Blockchain.

Brand Strategy, Visual Design, Content Marketing, E-Commerce

6 Min Read

HelloCrypto Case Study

2

Leapfrog

Skip the Salesman— It’s 99% Better than Buying a New Car the Old Way.

Brand Strategy, Visual Design, Content Marketing, E-Commerce

4 Min Read

Leapfrog Case Study

3

Hellocrypto
Humanscale

Beyond Sustainability—Making a Net Positive Impact.

Creative Direction, Visual Design, Content Strategy E-Commerce

4 Min Read

Humanscale Case Study

4

We The Champs

Join the Raptors NBA Championship Parade (in 360VR)

Experience Design, Mixed Reality, Visual Design

2 Min Read

See for Yourself

Reading, Writing and Editing

A few examples taken from HelloCrypto.com

HelloCrypto

The Ultimate Beginners Guide to Keeping Your Crypto Safe

With great power comes great responsibility.

8 MIN READ

Web3

Stop Worrying and Learn to Love the Blockchain.

Understanding the Risks of Buying, Sending and Storing Crypto

8 MIN READ

Brand

How to Evaluate NFT Projects.

Ten ways to evaluate a past, present and upcoming NFT projects..

6 MIN READ

What I Can Do for Your Team


Services

Creative Direction

As a Creative Director, I see myself as a bridge between inspiration and execution. I help find the common ground between brand strategy, business goals and audience expectations.

Vision with Supervision.

I've headed creative services departments, led mutli-disciplincary design teams, and been a founder in companies like HelloCrypto, Leapfrog and RHFS. This gives me the first hand experience and confidence to work with senior leadership, key stakeholders and clients.

Brand Strategy

A brand is a reputation.

It’s what other people think, not what we'd say. It’s where a business and its audience, customer, and/or users meet.

I can help you build your reputation. Either adding to what people have come to expect and appreciate already, introduce them to something new and improved, or both.

Experience Design

I can see what you mean.

The best experiences tend to be ones where the audience actively participates. The next evolution of online content (Web 3.0) will be built on community.

My background in visual communications design and years of experience working with major design applications means I can walk the walk, and talk the talk.

I work directly with Founders, C-Suite and Senior Leadership to support a path to businesses growth and transformation.

Depending on availability, budget and timing, there are two ways to make this happen.


A.
On-going Retainer

Strengthen your existing leadership.

What this means:
I can work with your leadership team to bring creative direction and brand strategy to new initiatives, in-house and on an continual basis.

Based on hours or days per week.

Benefits:
Having a creative director that understands your business, audience and brand can bring them all together.
This takes time and investment, but it's not necessarily full-time.


B.
Project-based

Build something together with my supervision.

In this case we’d establish a Scope of Work to determine resources, timing, and budget.

I’d assemble a team of experts and we’d produce work that’s complete and ready to launch or hand off to your developer/team.

For Example:

Creating a Brand Strategy, Developing a Visual Identity System, Refining Web / UX Design, Producing Explainer Videos, Designing Marketing and Campaign Materials

Either of these arrangements would start out as a conversation, which would start by you sending me an email.

Compensation or budget is TBD.


Ok so... what exactly is your problem?

No pressure or anything — but just know that I’m here if you want to talk about it. (via email please)

Let’s Have a Conversation

More Experience

For more than 20 years, I’ve helped some of the world’s biggest brands evolve. I’ve also helped a few startups to get things started.

My CV/Resume (Download PDF)

Logos

20+ Years in the Making

I’ve had the opportunity to learn from incredible teachers, collaborate with remarkable clients and to lead some truly exceptional creative teams.

#gratitude

Timeline /

Straight from 98

These are a few past clients and old projects that go way back (like since the wayback). I've reversed the chronological order so that my very oldest work is at the top of the list.

Prophecy Snowboards
Prophecy Snowboards
Prophecy Snowboards
Prophecy Snowboards
Prophecy Snowboards
Prophecy Snowboards
Prophecy Snowboards
Prophecy Snowboards

1996—98

00:00
00:00

Prophecy Snowboards

Canada’s Finest Independent Snowboard Co.

Founder / Creative Department

Mercedes-Benz USA

2001

00:00
00:00

Mercedes-Benz USA

MBUSA.com

CriticalMass, Calgary

National Aeronautics and Space Administration

2003

00:00
00:00

National Aeronautics and Space Administration

NASA.gov

CriticalMass, Calgary

Mercedes-Benz USA

2004

BMW Canada

BMW.ca

Blast Radius, Toronto

Cadillac

2004

Cadillac / GM

Blast Radius, Toronto—Detroit

SAAB

2005

00:00
00:00

SAAB

9—3 Sport Wagon International Launch

Saab.com

Lowe, Stockholm

Accenture

2011

Accenture

Damashek Consulting, Toronto—Brooklyn

HP

2013

00:00
00:00

HP.com

B2B Enterprise E-commerce Site

CriticalMass , Toronto—Los Angeles

Remember


Stand for Something
or You'll Fall for Anything.

M4rk

AND


Exceptional Clients get Exceptional Work.

Milton Glaser (I ♥️ NY)

Web3

Web 3.0 is Fast Approaching but What Does This Mean?

For starters, this evolution of the internet promises to free our data from the strangleholds of Big Tech.

4 MIN READ

Bottom Line

Web3, Blockchain Technology, A.I. and Mixed Reality all offer unique opportunities to empower people and make brands more relevant.

It’s a chance to grow.

This means offering engagement and building experiences that resonate with people’s needs, preferences, and expectations.

Brands (people) that can get this right are going to come out on top.

Let’s Get Started.