Pierre Léonard

Founding Partner and Special Advisor

Practice Lead, Employer Branding

Pierre Léonard

« Design is an integral part of strategic positioning. It allows us to give life to ideas and add emotion, a crucial ingredient to creating “love brands” that inspire loyalty. »

His name is intertwined with strategic design in Canada. He has given branding and design a key role in fostering cultural, social and economic development. His has been a contribution like no other.

For more than 20 years, Pierre worked at Cossette as a partner and as VP Creative for Graphème and Identica. When he left Cossette, he worked client-side as VP Branding and Design for Effigi, a manufacturing firm specializing in fashion and home accessories. There, he led an internal team of some 50 designers.

Pierre taught at the Université du Québec à Montréal from 1992 to 1999. The university appointed him ambassador on the occasion of the institution’s 40th anniversary. In October 2017, he received the International Council of Design’s Award of Excellence in recognition of his outstanding career. 

Over the course of his career, Pierre has contributed to the success of numerous organizations, among them Bell, Radio-Canada, Air Canada, Desjardins, Cirque du Soleil, Théâtre du Nouveau Monde, La Tohu, Cavalia, the Université de Montréal, Campus Montréal, the Canadian Bar Association and Montreal’s Quartier de l’innovation.

Pierre is also chairman of the board of Humanity & Inclusion Canada, and sat on the board of Montreal’s Société des arts technologiques.