In a nutshell… we are a boutique creative services firm. That’s where the easy explanation stops. Why? Because we have a vast skill-set. As you can see from our work, we are adept at marketing and advertising, web development of all scales, brand creation, naming and identity design. We do package design, we've done high-end retail interiors...heck, once we even re-designed the interior of a church. But what our clients say we do best is work hard to understand and solve their business problems. And we’ve found the solution to those problems usually resides outside of the typical agency box.

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Jay O'Toole

Jay O'Toole

Associate Creative Director

 

Jay's insatiable curiosity and thirst for knowledge fuels his fire as a creative professional. Over the past 11 years, he has received numerous accolades for his design work including logos, collateral, business systems, websites, motion graphics, and print advertising. His powerful design sensibilities and technical savvy are evident in much of the work produced at The M-Line.

He has led the design of several major corporate redesign projects. His redesign of Evoke Software extended from corporate identity to all facets of product branding and packaging, as well as web and interactive development, and was key in positioning the company for acquisition in 2005 by Similarity Systems, which was acquired soon after, by Informatica in 2006.

His extensive work with LoanPerfomance has spanned all aspects of the company, from corporate and product identity and collateral, to web and product interface design, and continues to evolve through the acquisition of LoanPerformance by The First American Corporation in 2005.

Branding was the backbone of the dot-com boom, and many of Jay's designs helped fuel the fire. His logo and brand design for Ofoto helped increase the company's equity being valued by Kodak before acquisition. In 2001, the design he created for online media firm Network 24, helped that company's perceived value in it's bid to be purchased by Akamai.

Jay is also well versed in the field of web and interface design as well as motion graphics. He has led the design and development of many corporate websites and interfaces for web-delivered technologies, including extensive web sites for clients such as The San Francisco International Airport, and PGP.

Jay holds a Bachelor of Design Degree from the Emily Carr Institute in Vancouver, and a Bachelor of Science Degree from McMaster University.

 

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