Where better brands are built

My job is to build a team consisting of talented, experienced people who complement each other, while offering high performance, customized support to each of our clients.

Building an inspiring brand is a corporate project where the journey is just as important as the destination. Our participatory approach fosters dialogue and promotes buy-in throughout the process.

“Branding is the opportunity to transform businesses and brands in a meaningful way, and that has always excited me.”

“I play to win, am a digitally savvy leader keeping a pulse on the ever-changing consumer and am passionately transparent and down-to-...

I believe that a brand strategy that doesn't include all stakeholders will remain an intellectual exercise. Strategy is only 20% of a project. The other 80% consists of its alignment and execution at the brand's every point of contact.

Having led creative teams from around the world for several years, I think that Quebec has an extraordinary multidisciplinary talent pool. Creativity here has not finished to take hold on a global scale.

Even the greatest design and brand thinking, when executed poorly, reflect badly on an organization. Flawless implementation and execution are crucial for the success of any project and requires rigorous attention to detail around a proven process.

To me, the success of any strategy relies on a keen understanding of the client’s reality, both internal and external. It must also be perfectly aligned with the brand in order to deliver the desired results.

We provide an objective and participatory approach to minimize the emotional impact on the decision-making process. Emotion should be reserved for the big idea that expresses the brand's DNA.