jaye

is a designer, an artist, a traveler, and a climber.

Jaye is currently a Communication & Interior Design Manager at IKEA. She leads a team of 10 creatives split into 3 specialties - interior design, graphic design, and visual merchandising. She has been a design lead for a wide variety of projects from retail fit outs, store build ups to large store remodels. Through her journey, she’s worked on projects across numerous Canadian cities and crossed paths with many designers and leaders.

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There’s beauty in being able to grow a business using design. She’s spent many weeknights and weekends conducting flow studies watching people navigate through spaces that she’s designed. It’s incredible to see people interact and move through spaces. How something as simple as lighting can pull and guide people’s eyes to certain products. How ideas that we had on paper translate to people’s behaviors. How these changes in behaviors translate to commercial results. This is the impact of design.

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During weeknights, Jaye frequents art studios for life drawing sessions, and spends her weekends bouldering in many gyms in Toronto. She spends her winters downhill skiing in Vermont and her summers going on multi-city adventures across Europe and Asia. Her travels are fast-paced, experience-driven and she’s never seen without her Olympus camera & a 35mm lens by her side.

Jaye
@naaam

design ethos

human centered

Design is the intersection between people, objects and spaces. Great retail design centers around people and how they engage with the objects and spaces around them. People are unique. Each person notices and desires different things and moves through spaces uniquely. Understanding the end users and their wants, needs and dreams help us to curate the best experiences for each individual.

relevant

If people are at the center of design, relevance is the criteria that we design with. A design must always be relevant to people’s needs, wants, budgets, style preferences, timelines, and significant ideologies. Ideas must be relevant to the current time, to trends, to the culture, and to the geography of the space. A design that is not relevant is not relatable and has no value.

experience driven

Rather than thinking of spaces as a collage of two dimensional ideas, I like to imagine spaces from a start and an end point. How will people travel through and experience a space? What will they see first and how will their eyes move as they move through this space? How does light guide their attention in this space? What is their first impression and what is the last impression? How does the space change if there is 1 person in the room in comparison to 100 people in the room? Whether we are designing a space or an object, there is a first and last impression and every moment in between needs to be curated.