A visual identity is not a logo. It is everything that lets people recognize you without reading your name: the logo, but also the typography, the colours, the images, the way you occupy space, the tone. When these elements are designed together, the brand holds on a business card as well as on a storefront, and it holds over time. When they are added one by one, as needs arise, the brand dilutes and eventually gets redone.
Logo and its variations. Visual system: typography, colour palette, grids, image treatment. Applications: stationery, signage, packaging, presentations, social media, website. Brand guide, so that your team and your suppliers apply the identity without calling you. Every deliverable comes in ready-to-use formats.
We start with what the brand has to say, to whom, and against whom it competes. Creative direction comes next: decisive directions, not a spread of variants. You choose from mock-ups shown in context, not from a logo alone on a white background. A senior creative director carries the project from the first call to delivery, with no intermediary. Thirty years of practice serve one purpose: recognizing quickly what will work, and not making you pay for the detours.
A company launching a brand, like the beverage or restaurant launches we have directed. An organization whose identity has aged and hesitates between refreshing and redoing. A cultural institution that has to tie an image to a place and a program. An agency or studio that needs senior reinforcement on an identity mandate. See our work →
E-commerce consulting · Montreal
A brand created from scratch for a consultant who needed to be recognized not for himself, but as a company that helps entrepreneurs make their online store attractive, in the time it takes to have a coffee. A B in the foam, a warm typography, and dark chocolate business cards that get people talking before the first meeting.
Beverage · Brand launch
An orange juice sold as a sunny break rather than as a bottle. The name splits the word in two, the crest and the crown set a premium brand, the gold and midnight blue palette lifts it off the shelf. Identity, packaging, moodboard and launch campaign.
Independent video game studio
A studio that takes the small road to go where the main roads don’t lead. The logo draws on an 80s station wagon, a symbol of road trips and freedom; orange on a dark background, compact typography and road iconography carry the concept all the way to apparel and social media.
Support organization · Quebec
A spiral that goes from pain, on the outside, to peace, at the centre: each ring is a step of support. An identity that reassures without minimizing, with a palette from red to light blue, an iconography of services (home care, listening line, legal assistance) and stationery ready for the field.
Two identities designed without a client, to explore a sector and show the method: Simple Beauty, a cosmetics line where everything fits in a wreath of foliage and two letters; Château Artlequin, a great Bordeaux wine imagined from the label to the box.
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