Team | A potent blend of talent and experience

A potent
blend of talent
and experience

We are creative, meticulous and pragmatic. We believe the best strategies are executed with excellence. Our team is composed of insightful thinkers and talented artists who are never satisfied with the ordinary. Our notion of a team is rather broad. We value complicity and involvement with our clients, friends and associates, as a means to increase the impact of our contribution and facilitate its execution.




BrandBourg’s three founding partners are involved at the very beginning of all projects, and each project is subsequently lead by one of the partners, according to the expertise required.


Pierre Léonard
Vice President, Creative Director

His name has been closely associated with Québec’s strategic design for over 20 years. He is well known for his ability to lead creative and design teams in highly diversified contexts. Pierre Léonard was president of the SDGQ (Société des designers graphiques du Québec) for 10 years, and was a partner, vice president, creative director and general manager at Cossette (Graphème and Identica) in Montréal. From 2009 to 2013, he was a senior partner and the strategic and creative director at Parallèle brand management.


Pierre taught at the Université du Québec à Montréal from 1992 to 1999, and was named ambassador of the institution on the occasion of the university’s 40th anniversary. He currently sits on the boards of Handicap International Canada and the Société des arts technologiques.


He has contributed to the success of numerous organizations, including Bell, Radio-Canada, Air Canada, Desjardins, Cirque du Soleil, the Théâtre du Nouveau Monde, La Tohu, Cavalia, Université de Montréal, Campus Montréal, TSX and the Quartier de l’innovation.

Lucie Tanguay
Vice President, Strategy & Innovation

With an impressive track record in brand development and portfolio management, consumer research, and strategic planning, Lucie is highly recognized for her analytical ability, her strategic creativity, and her ability to synthesize information. She excels at steering research and helping management teams find the right path.


A McGill graduate who majored in Marketing and Quantitative Methods, her experience in corporate and brand management for consumer goods companies allows her to reconcile market trends and user needs with brands’ and organizations’ strengths, thereby creating winning, result-oriented strategies.


Over the course of her career, she has had a hand in the evolution and growth of a number of renowned companies, associations and organizations such as Molson, the Liquor Board of Ontario (LCBO), Boulangerie St-Méthode, St-Hubert, Garant, Krispy Kernels, la Fédération des producteurs acéricoles du Québec, la Fondation du CHU Sainte-Justine, YWCA Montreal and many others.

Christian Pichette

A born leader and entrepreneur, Christian Pichette is a prolific strategist whose professional experience at PepsiCo, Johnson & Johnson, Culinar, Desjardins and Provigo, and during his 12-year tenure as president of Pigeon branding + design, has contributed to bringing a marketing mindset to the world of design.

Christian holds a Masters in Marketing Management from HEC Montréal, where he taught marketing research and consumer behaviour. He has also acquired expertise in the field of customer relations management (CRM). He was named B2B Marketing Personality by Montréal’s marketing association, in 2003, for his impact on the industry.

Christian Pichette has contributed to the success of numerous well-established companies, including Molson, Saputo, Danone, Rona, Keurig, Pfizer, Kraft, Campbells, Aviva, Banque Nationale, Tim Hortons, Shoppers Drug Mart, ÉTS, Benjamin Moore, TD assurances, AMT, GSK Player’s Racing and many others.

John Nishida

John’s brand building career has spanned soup to nuts. After earning his MBA from University of Toronto Rotman School of Management, John established his marketing career with exceptional companies such as Campbell Soup Co., Mars Inc. and Sara Lee Corp., climbing the ranks to progressively more senior roles in brand management, marketing and sales.


Already a seasoned marketer, John joined Pigeon Brands in 2000. He brought valuable insights to the business and was instrumental in the rapid growth of the company. As President from 2008 to 2016, he led the continued expansion of the business and solidified its position among the largest and most respected branding and design firms in Canada and the US.


John’s track record of successful leadership and building powerful brands is the result of his adeptness for combining business strategy and creative thinking and an innately competitive spirit. Throughout his career, he has had the privilege of working with great clients such as Tim Hortons, Canadian Tire, Shoppers Drug Mart, National Bank, Canon, Kraft, Dr. Oetker, GSK, Maple Leaf Foods, Canada Bread and the Canadian Standards Association to mention a few.


John joined BrandBourg in 2016. Based in Toronto, he leads our firm's incursions into this great market, in addition to serving as co-President of our organization at the national level.

Liette Vézina
Senior director, strategy & consulting

Trained at the best marketing schools, Liette is a superior strategist. Quickly grasping her clients' reality, she strives to discover the best business opportunities available. Before setting roots in BrandBourg, she worked at Seagram's, Culinar, Corby, Burke Institute, and spent four years at Fleury Michon Canada, two of which as Marketing Director and as a member of the management committee. Methodical and rigorous, Liette brings her unique experience to the team, making her a major asset as the liaison officer between our clients and our creative team.

Julie Raymond
Senior director, strategy & consulting

Over the course of her career, Julie has garnered extensive experience in B2C and B2B project management. Her propensity for analysis allows her to quickly grasp the essence of an issue and express it in a clear and concise manner. Her business flair and her creativity have led her to identify business opportunities and lead numerous successful product launches.


Julie has played various roles, from Analyst to Brand Manager, to Director of Innovation and Senior Director, Marketing and Innovation, in a number of leading companies such as Culinar, Saputo and Nielsen. Before moving to BrandBourg, she was Senior Director of Marketing, Beverages at Keurig. She also worked as a strategic and marketing consultant for numerous U.S. companies.

Jean-François Houle
Director, brand experience

Trained as a designer, Jean-François is a brilliant communicator with 360° vision. He's a geek and admits it... His passion for technology and the brand experience has led him to work in some of Montréal's most renowned agencies (Taxi, Sid Lee, Tank), where he developed an infatuation for digital communications and human interaction. Over the course of his career, he worked for many prestigious clients, including Bell, Microsoft, TELUS, Rogers, MSN, Xbox, Ubisoft, Astral, DuProprio, Nespresso, Workopolis, Air Canada, L’Oréal, MasterCard, the National Film Board of Canada, SAQ, Transat, Pfizer, Abbott and Volkswagen.

Michel Valois
Creative director
Cindy Loridon
Group Account Director

A passionate brand management professional, Cindy is just as skilled in handling the strategic aspects of the process as she is in steering the development and deployment of the creative product. She has lived in Australia, England and France, and worked for almost a decade at Sid Lee. She joined BrandBourg in June 2016 as Group Account Director.


Cindy is recognized for her leadership, for her affinity to develop strong relationships with her clients, as well as her talent for managing multidisciplinary projects.

Over the course of her career, she has managed a variety of major accounts, including the Board of Trade of Metropolitan Montreal, the STM, Gaz Métro, belairdirect, Réno-Dépôt, IGA, Ivanhoé Cambridge and Maple Leaf Foods.