Matthew Giffin’s professional life encompasses art, design, music and writing.
A dual-citizen of Canada and the USA, Matthew Giffin moved from Windsor Ontario to New York City in 1983 to pursue a career as a fine artist. He became a highly visible presence in the New York East Village and SoHo art scene, with regular solo and group exhibitions and exclusive representation with Helio Galleries.
By 1990, Matthew had expanded the scope of his work to include illustration, design and the quickly evolving creative capabilities of the computer. He studied at Parsons and had illustrations published by corporate and editorial clients, including Utne Reader, The Los Angeles Times, The Village Voice, TD Bank, The United Nations and the Toronto Globe and Mail.
Relocating to Toronto in 1995, Matthew brought his art and design experience to Canada’s national broadcaster and most recognized brand, the Canadian Broadcasting Corporation. As a senior art director, Matthew was responsible for the on-air design of Newsworld Reports, Venture, The National and InfoMatrix, among many other productions.
Matthew also served as lead designer and project coordinator for signature CBC corporate brand identity initiatives, such as the development and design of Kids’CBC (2004) and the National CBC Facilities website (2005).
In 2006 Matthew left the Canadian Broadcasting Corporation to work on Paul McCartney’s The Space Within Us (DVD and broadcast – RIAA Platinum Award, 2006), serving as art director and designer for that project as well as for online promotional material for the album ‘Memory Almost Full’.
Other post-CBC freelance clients include art direction for Pfizer, Astra-Zeneca, MTV and original music for Sesame Street.
In 2007, Matthew partnered with Cheryl Thornton to develop Storyvalues; an online educational resource that uses folktales and myths from around the world as a foundation for inclusive education, arts education and the promotion of the positive values shared by all peoples.
The program achieved ‘approved and recommended status from Curriculum Services Canada in 2008 and was licensed by Canada’s largest school district (The Toronto District School Board) for use in all 500 TDSB schools. Development of the Storyvalues Interactive program began in 2010.
In 2015 Storyvalues was re-branded as KapowKidz and chosen to be one of just ten Ontario (out of 100) businesses to participate in the inaugural CAMP program with the Ontario Centre for Excellence and the China-Canada Angels Alliance. In 2016 KapowKidz / China was established and a version of the Storyteller’s Journey program was created for the Chinese market.
The new program expands the original Storyvalues promise to include richly designed interactive web pages, videos, maps, examples of world art and music, plus story-based, curriculum supportive follow up sections for both school and home use.