Creative direction for companies.

I’ve been designing for brands since 2004. The first was Jura, the Swiss coffee maker, where I managed the brand identity, the advertising, the PR, the events, and every trade show the brand ran in Québec, including a special event built around Roger Federer. That mandate set the shape of the work I like best, where the pieces of a brand get decided together instead of one at a time.

The brands have changed since, from consumer goods to industrial services, and the job hasn’t. One of them, ewool, has trusted me with its brand management since 2018, covering the logo, the packaging, the catalogues, the websites, the photo shoots, and the commercials, which I directed.

The tools have evolved more in the last three years than in the two decades before. I use the new ones early, and they make me fast. But production was never the hard part, and now that anyone can produce something decent in minutes, most of what gets made looks the same. Good creative direction matters more than it ever has. That’s what you’re buying: over twenty years of deciding what a brand needs and what it doesn’t.

I’m in Montréal and I work in French and English. I take on a few brands at a time, local or international.