Mark Abernethy
11 Hickson Street, Toronto, ON, Canada M6K 1T4
1 (647) 886-6475
Portfolio: M4RK.com
Background
Creative Director and Designer with over 20 years in the creative industry, specializing in Brand Strategy, Visual Identity Design, Creative Direction, Motion Graphics, and User Experience Design. Strong focus on AI, Web3, and Blockchain Technology.
As a creative leader and designer, I’ve long been an advocate for innovation with User Experience Design at its foundation. I see the evolution of AI and blockchain technologies as transformative forces that will empower individuals and uplift communities worldwide. By harnessing the potential of AI, blockchain, Web3, and tools like mixed reality, I believe we can build innovative applications and creative solutions that ultimately make the world a better place.
I am confident working on creative projects from initial discovery through to final execution, aligning with brand vision and executing strategy. Throughout my career, I’ve led creative teams and overseen Digital Product Design for a diverse portfolio of clients, including Mercedes-Benz, NASA, BMW, Mini, Cadillac, Saab, Nike iD, Accenture, HP, and HelloCrypto. In my current focus, I’m dedicated to demystifying the world of crypto, Web3, Blockchain Technology, and mixed reality. This builds on my solid foundation in Visual Design, Brand Strategy, and User Experience Design. My goal is to help teams create and launch new products that help people utilize the features and benefits of these technologies in this rapidly evolving landscape.
Led creative direction, strategy, and art direction on projects of all sizes, guiding them from initial discovery through to final execution and refinement
Estimated, managed, and allocated resources across a diverse range of teams and projects
Actively participated in departmental planning and discussions
Directed creative teams composed of art directors, designers, UX designers, information architects, writers, content strategists, illustrators, animators, motion graphics specialists, sound designers, and photographers
Collaborated with business development teams on pitches for new business opportunities and played a role in raising investor capital
Developed comprehensive user testing plans, oversaw and participated in testing and task analysis with various audience stakeholders, and presented results to both internal teams and clients
Encouraged and managed professional development within my teams
Judged and presented awards at events such as the London International Advertising Awards and FlashintheCan (FITC)
Employment
HELLO CRYPTO, Co-Founder, Creative Director, Editor As a founding partner at HelloCrypto, I focus on building and developing the brand, and producing content to support our content marketing strategy. HelloCrypto.com Toronto–Calgary–Melbourne | 2021–2025
SUPERVISION, Founder, Creative Director, Manager SV has evolved from a core group of designers, developers and content marketing experts to becoming an AI-powered creative studio. Clients: Humanscale, RHS Formula, Leapfrog, RoundContent Remote/Toronto | 2018–Present
CRITICAL MASS (2), Creative Director / Art Director I helped lead an independent team to redesign and re-architect HP’s enterprise B2B site. Clients: HP, HP for Business Toronto / Los Angeles | 2013
DAMASHEK CONSULTING, Creative Director I worked with Harris Damashek to establish and lead his remote design studio. Clients: Accenture, Cisco, CareOne, Underground Eats Toronto / Brooklyn | 2006–2012
M4RK, Creative Director / Consultant As an independent consultant, I lead internal creative teams and consult for agencies like Critical Mass, Lowe, DeCode, Damashek Consulting and the UX Guys. Clients: Accenture, Humanscale, HP, BMO, DeCode, Saab, Coaches Association Ontario, RoundContent
LOWE & PARTNERS, Creative Director I led the international (digital) marketing campaign that launched Saab’s 9-3 sports wagon in partnership with Lowe’s Stockholm office. Client: Saab Automobiles
Stockholm | 2004–2005
BLAST RADIUS, Art Director I helped lead the redesign of BMW and MINI Canada sites and designed a digital branding application for Cadillac. Clients: BMW, Mini, Aeroplan, Chapters/Indigo, Cadillac/GM
Toronto, Detriot | 2003–2004
CRITICAL MASS (1), Department Head/Creative Lead/New Business Creative Lead. I was fortunate to be given a role on the original creative leadership and new business teams for one of the world’s most successful digital agencies. Clients: Mercedes-Benz, NASA, Nike iD, Nokia Vertu, UHC, Disney
Calgary / Toronto | 1998–2003
Education
Alberta University of the Arts, 1991–1996, Calgary The AUA Design program is studio-based and deals with all aspects of graphic design including design fundamentals and advanced design theory, design history, typography, illustration, exploration, research preparation, and formal presentations.
School of Visual Arts, Milton Glaser Workshop, 1998, New York This intensive workshop focused on professional exploration, self observation, and problem solving as they applied to daily assignments and group projects. The classroom brought together an international group of professional designers and included lectures from prominent designers, photographers and illustrators.
Leadership & Direction
Leading and collaborating with cross-functional teams to align on creative direction and project goals
Mentoring team members and supporting professional growth
Managing projects from concept through execution with attention to quality and delivery
Building and maintaining strong client and stakeholder relationships
Design & Software
Figma, Adobe Illustrator, Photoshop, Premiere, InDesign, After Effects Framer, Cursor
Brand systems, visual identity, composition, typography, and visual storytelling
Creating cohesive experiences across digital, social, advertising, and print
AI & Emerging Practice
Generative AI tools used within a structured, human-oversight workflow
Platforms: Higgsfield, FLORA, Motion, and Grok
Character creation, UGC video ads, static ads, and landing pages for marketing campaigns
Prompt systems and AI-assisted concepting Integrating AI into production and campaign processes
Awards
Art Directors Club of Canada — Silver, Clay Stang Photography
Cannes Cyber Lions — Short List, Mercedes-Benz USA, MBUSA.com
One Show Interactive — Merit, Corporate Image (B2C): MINI Canada / MINI Showroom
Association for Interactive Media / Unica Personalization Excellence Awards — Second Place, Mercedes-Benz USA, My Mercedes
LIAA Awards — Finalist, NASA.gov (Public Service)
Clio Awards — Silver, Mercedes-Benz, MBUSA.com (Interactive, Consumer-Targeted Site)
Golden Award of Montreux — Finalist Award Certificate, NASA Portal (Culture, Knowledge and Science)
International Automotive Advertising Awards — Merit, Mercedes-Benz, MBUSA.com
Webby Awards — People’s Voice Award, NASA (Government & Law)