PerspectivesFrom Practitioners

Reflections on creative direction, generative AI and brand identity.

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Chameleon, not wizard: being gifted in a creative profession

Chameleon, not wizard: being gifted in a creative profession

What giftedness is scientifically (IQ, the 130 threshold, not a diagnosis), what the research supports or not, and why this way of functioning becomes precious in creative professions. Thirteen verifiable sources.

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AI does not give answers. It demands better questions.

AI does not give answers. It demands better questions.

AI is not an oracle, it is a mirror. The pros and cons of a tool, the psychiatrist stance versus the therapist stance, and the only skill that really counts: asking the right question.

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How to know if your visual identity works

How to know if your visual identity works

Neither revenue nor a preference survey measures an identity. Five observable signals, taken before the project and again a year later, that truly tell you whether the system holds.

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Creative agency vs marketing agency: they are not the same thing

Creative agency vs marketing agency: they are not the same thing

A marketing agency executes. A creative agency thinks before executing. The difference is not cosmetic: it changes what you get, at what price, and for how long.

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Senior creative direction: what it really changes on a project

Senior creative direction: what it really changes on a project

Senior creative direction is not a luxury reserved for large productions. It is what keeps you from redoing, correcting, and losing time and money on projects that started badly.

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Immersive experience: how to design one that truly leaves a mark

Immersive experience: how to design one that truly leaves a mark

A successful immersive experience is not improvised. It is built on a clear narrative intention, a command of space and a fine understanding of what you want people to feel.

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Immersive museums: designing a visit people come back for

Immersive museums: designing a visit people come back for

A successful immersive museum experience is not measured by the number of visitors; it is measured by the number of people who come back. Here is how we design one.

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Why choose a creative agency in Montreal like artlequin

Why choose a creative agency in Montreal like artlequin

Choosing a creative agency in Montreal means choosing a distinct visual culture, a French-speaking sensibility and roots in a unique cultural ecosystem. Here is why it changes everything.

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Visual prototyping: why visualizing before producing saves projects

Visual prototyping: why visualizing before producing saves projects

Visual prototyping is the step most projects skip, and the one that explains most of the derailments. Visualizing the intention before producing saves time, money and revisions.

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Redesigning your logo is not rebranding

Redesigning your logo is not rebranding

A poorly thought-out rebrand can destroy in a few weeks a value built over years. A brand is not a logo, and changing everything carries a real risk.

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The real price of a logo is not in the logo

The real price of a logo is not in the logo

Why does a logo cost so much? The question reveals a deep misunderstanding. You do not pay for the final file, you pay for all the invisible work that made it possible.

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The perfect prompt does not exist. Creative direction does.

The perfect prompt does not exist. Creative direction does.

Everyone is looking for the magic formula to generate beautiful images. Nobody talks about what comes before, or about everything that comes after. AI has not abolished good creative practice.

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The other artlequin perspectives are available in French: all the articles in French →

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