Lg2 branding

Branding and Design

Design without purpose is decoration.

The basic fundamentals of good design haven’t changed much over time, yet the role of design in the life of a brand is more important today than ever. Innovative branding, design and packaging can be transformative for businesses of all sizes, in virtually any industry, especially considering the multiple challenges facing brands today. The fragmentation of the consumer experience, the proliferation of platforms and the development of more and more touchpoints – all of this means that a bold, flexible and cohesive identity is vital.

Our design studio is the largest in the country and is fully integrated within the agency to ensure that all of our expertise is available to inform the creative process. Our research, data and strategy teams help ensure a solid foundation for every design project, making sure it’s built on market truths and human insights. Our architecture, digital experience, advertising and innovation experts are on hand to help make our ideas as well-rounded as possible. And throughout the process, every creative decision remains guided by a single-minded purpose: How will this help my brand engage more powerfully with the people I want it to?

Crouchman Ryan 2022 Intranet

Creating a memorable brand identity means building a system that generates the same emotion from 16 pixels to 16 metres wide. It’s not simple, but it’s our job to make it feel that way.

Ryan Crouchman

Partner, Vice-President, Executive Creative Director, Branding and Design

Collaboration without focus is a meeting.

We don’t have to remove the silos from around our design team because they were never built in the first place. We have always put collaboration and transparency at the heart of our creative process; not because it sounds good, but because it works. We involve our clients early and often throughout every phase of a project. This commitment to openness uncovers insights and provides a better structure for collectively analyzing work fairly. The best design work finds a balance between the emotional and rational triggers that influence consumer behaviour while situating itself within a cultural context that makes it relevant, disruptive and unforgettable. 

Branding without impact is a waste

Creating an identity today, whether designing an entirely new brand or relaunching a heritage classic, requires a relentless appetite for overcoming adversity and constraints, whether it’s budget, time, competition, complexity, technology, cultural indifference or simply market forces. The best branding manages to address these challenges and still innovate within its category, occasionally even changing the codes of the industry. It creates cultural relevance through brand experiences. It creates meaning where none existed before. It creates value that people will pay a premium for. It creates an impact. This is our obsession.

  • Brand identity
  • Brand diagnostic
  • Brand strategy and positioning
  • Brand architecture
  • Employer brand
  • Deployment plan
  • Copywriting: brand tone and story
  • Naming
  • Visual identity
  • Motion design
  • Digital design
  • Product design
  • Brand guidelines
  • Publishing
  • Production

Our experts

Crouchman Ryan 2022 Intranet

Ryan Crouchman

Partner, Vice-President, Executive Creative Director, Branding and Design – Toronto

Antoine Levasseur 9x11

Antoine Levasseur

Group Director, Branding and Design – Toronto

Kessous David 2022 Intranet

David Kessous

Vice-President, Executive Creative Director, Branding and Design – Montréal

Roussel Ingrid 2022 Intranet

Ingrid Roussel

Vice-President, Account Services, Branding and Design – Montreal

Fafard Marc Andre 2022 Intranet

Marc-André Fafard

Partner, Vice-President, Branding and Design – Montreal

De Varennes Jacques 2022 Intranet

Jacques de Varennes

Partner, Vice-President, Branding and Design – Quebec City

Crouchman Ryan 2022 Intranet

Ryan Crouchman

Partner, Vice-President, Executive Creative Director, Branding and Design – Toronto

Antoine Levasseur 9x11

Antoine Levasseur

Group Director, Branding and Design – Toronto

Kessous David 2022 Intranet

David Kessous

Vice-President, Executive Creative Director, Branding and Design – Montréal

Roussel Ingrid 2022 Intranet

Ingrid Roussel

Vice-President, Account Services, Branding and Design – Montreal

Fafard Marc Andre 2022 Intranet

Marc-André Fafard

Partner, Vice-President, Branding and Design – Montreal

De Varennes Jacques 2022 Intranet

Jacques de Varennes

Partner, Vice-President, Branding and Design – Quebec City