Branding & Design 

Design without meaning is just decoration. At lg2, we focus on expressing the true soul of a brand, making it irresistible to consumers. From ambitious up-and-comers to complex international organizations, our goal is to make our clients’ brands the leader in their categories.

lg2 brings the expertise of the largest branding and design team in the country to each project; passionate and dedicated talent specializing in strategy, design, architecture, technology and consulting. Every project starts and finishes with the consumer in mind. 

"It often takes courage to be unique."

- Claude Auchu, Partner, Executive Chairman and Head of Design

Our team blends reason and emotion to pinpoint the impactful territory in order to stand out in an increasingly competitive and fragmented marketplace. Every day, we push ourselves to find new ways to maximize a brand’s potential and tell its most compelling story. Not only do we provide world-class strategic design, but we also strive to provide world-class project management 

lg2’s creative approach draws on our expertise, as well as our clients’. By involving them at every phase of the process, from strategy to creative, we ensure a relevant and distinctive final product that reflects the expertise of all stakeholders. This unique process, refined over more than 10 years, fosters a transparent and collaborative approach with multiple opportunities for exchange. This in turn facilitates the strongest possible implementation of the design.

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Expertise and services

  • Having created or updated more than 200 brands, our branding and design expertise can energize a company’s core mission by crystallizing its strategic positioning and creative expression. This ultimately helps a company to create more powerful brands that maximize its business potential.
  • Brand strategy includes the development of brand positioning, product and brand architecture, packaging strategy and roll-out. Our strategists have a collective mission to act as the guardians of the brands they work for, ensuring results every time. They also help ensure the brand is brought to life consistently across all touchpoints.
  • Brand identity includes the development and design of brand platforms, logo creation and updating, naming , internal and external application, the writing of brand manifestos, and the production of brand guidelines.
  • Branding and design is everywhere. It is how we communicate. You can find it on anything that creates meaning and stimulates action: products, services, businesses, cities, events, airports, parks and even people.

1 entrepreneur + 1 entrepreneur

lg2 is the story of two entrepreneurs. Sylvain Labarre (the “L”) and Paul Gauthier (the “G”). The two of them, along with Gilles Chouinard, started to build a small agency with big ambitions. More than 25 years later, with over 250 talented employees and thousands of awards for some of the most innovative and well-known brands in the world, the founders’ relentless focus on their people and their product remains just as strong. And their bold ways have since been successfully passed on to over 20 new entrepreneurs, who work just as tirelessly to preserve our independence and creatively driven business model.

Discover lg2

The best ideas happen at the agency, when you have a life outside the agency.

The lg2 culture