Team | A potent blend of talent and experience

A potent
blend of talent
and experience
Our team of highly skilled professionals share these five values:
We are driven by passion.
A passion for people. A passion for brands and organizations.
A passion for our trade. And a consuming passion for a good challenge.
We ask why, but mostly, why not? 
We constantly look at things from different angles, in order to find hidden patterns, make connections and generate alternative solutions.
We are willing to go the extra mile.
We have no tolerance for average work and will do what it takes
to deliver excellence.
We are straight shooters. Our word is our bond.
We are honest and forthright. We are transparent in our communications and actions. And we always deliver on our promises.
United we thrive.
We believe in the power of cross-disciplinary teams, at BrandBourg and with our clients and partners. We trust each other’s expertise and have each other’s back.
Christian Pichette
Senior Partner and President
"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."


Entrepreneur and strategist, Christian's professional experience at PepsiCo, Johnson & Johnson, Culinar and Provigo, as well as his role as president and senior partner of Pigeon Brands for 12 years, has enabled him to bring a decidedly marketing slant to branding and to become an authority in brand identity and strategy across Canada.


Christian holds a master's degree in management, with a specialization in marketing, from HEC Montréal (M.Sc.), where he has taught marketing research and consumer behaviour. In 2003, he was the recipient of the prestigious Marketer of the Year  award, B2B category, from the Montreal chapter of the American Marketing Association.


During his career, whether as a consultant or a member of various committees, he has contributed to the development of more than 100 Canadian businesses of all sizes, both B2B and B2C. Passionate and results-driven, Christian makes sure his clients' marketing vision is at the core of their corporate business strategy. Moreover, his privileged access to a vast network of professionals and businesspeople allows him to have a finger on the pulse of the latest trends and a quick understanding of the key issues faced by organizations.


Lucie Tanguay
Senior Partner
"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."


Lucie held marketing executive positions at Knorr Bovril and Seagram prior to being appointed VP Marketing at Culinar. She then founded TKO Marketing, an agency specialized in strategic planning, marketing research and brand strategy.


A McGill University graduate with a specialization in marketing and quantitative methods, Lucie is known for her analytical skills, her strategic creativity, her perceptiveness and her ability to get to the heart of a matter. Lucie excels at orienting research efforts, steering management teams by chairing brand workshops, and leading user focus groups. In the course of her career, she has led over 250 focus groups and some 100 strategy sessions.


She has contributed to the growth of many well-known businesses, associations and organizations, among them Molson, the Liquor Control Board of Ontario (LCBO), Desjardins, EXO, Premier Tech, St-Hubert, Vachon, Garant, the Federation of Quebec Maple Syrup Producers (FPAQ), the CHU Sainte-Justine Foundation and the Women's Y.

Pierre Léonard
Senior Partner
"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 vice-chairman of the board of Humanity & Inclusion Canada, and sat on the board of Montreal's Société des arts technologiques.

John Nishida
Managing Partner
"Perhaps the reason I am so passionate about our business is that solving a package design challenge is like solving a complex puzzle. There’s a perfect balance between communication (promise), recognition (equity) and competitive impact (difference)… and I always love a challenging puzzle!"


With an MBA from the University of Toronto's Rotman School of Management, John acquired experience in marketing, sales and brand management at large companies, most notably the Campbell Soup Co., Mars Inc. and the Sara Lee Corporation.


Appointed president of Pigeon Brands in 2008, he spearheaded the firm's growth and consolidated its position among the largest brand design firms in Canada.


John is known for his deep expertise with the brand issues faced by consumer products and consumer packaged goods, and particularly portfolio management during mergers and acquisitions; innovation; identity management; and packaging design.


During his career, he has worked with many illustrious clients, including Canadian Tire, Shoppers Drug Mart, the National Bank, Canon, Tim Hortons, Kraft, Dr. Oetker, GSK, Maple Leaf Foods and the CSA.


Toronto-based, John now helms our firm's development initiatives in that market, in addition to looking after our clients in the manufacturing sector across the country.

Lynne Gagnon
Vice-President, Strategy and Consulting
"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."


Lynne has an exceptional and multidisciplinary track record with brands. She began her brand management career with multinational producers of consumer packaged goods, such as Kellogg’s and Danone. She moved on to the service industry, where she led ambitious rebrandings of two of Quebec's public transport agencies: the STM, and EXO (born of the merger of the former Agence métropolitaine de transport (AMT) and the 13 municipal and intermunicipal transport bodies of Greater Montreal's North and South Shores).


Highly analytical and a good communicator, Lynne is persuasive and able to unite stakeholders around a shared vision. She excels at analyzing client needs and expectations and at implementing processes and programs for continuous improvement. As part of her duties, she has managed creative teams, skillfully blending strategic and creative considerations.


Her unique experience makes her a go-to expert in client and employee experience management, as well as brand alignment.

Benoit Giguère
Vice-President, Creative and Content
"Way beyond competitions and the awards and recognition they might bring, we measure the value of our work by the results reported by our clients. Whatever the field of activity, design is a strategic development tool that creates wealth."


Benoit began his graphic design career in large communication agencies (Cossette, Nolin Larosé), eventually becoming Senior Director of Design, Interactivity and User Experience for La Presse's digital projects. In that role, he led the design, art direction and fine-tuning initiatives for interfaces for all of La Presse's projects related to mobile devices. He was a key contributor to the outstanding success of La Presse+, a digital platform that has garnered many awards and plaudits around the world.


Over the years, Benoit has become an expert in digital transformation and content strategy as they relate to brand issues. To this end, he regularly takes part in workshops and gives lectures on design thinking, business transformation and brand-related issues. He plays a supportive role with cohorts at ÉTS's Centech business incubator and with students of the La Factry school of creativity, accompanying them in their pursuits. He is much sought after to host workshops on storytelling and content strategy for various clients.


President of the Société des designers graphiques du Québec, Benoit is a member of numerous graphic design and digital design juries, such as that of Grafika, Applied Arts and the Numix Awards. He chaired the jury for the 2017 edition of the latter.  

Julie Raymond
Vice-president, strategy and consulting
"A brand strategy isn't just about providing direction for communications. For a product, the brand strategy is also — and perhaps mainly — a tool to develop an innovation and marketing plan that is perfectly aligned with its promise."


Analyst, brand manager, director of innovation, senior director of marketing and innovation... Julie wears many hats. She honed her skills with such well-known companies as Culinar, Saputo and Nielsen. Before joining the BrandBourg team, she served as Senior Director, Beverage Marketing at Keurig, and was also a strategy and marketing consultant for a number of US companies.


Over the years, Julie has developed exceptional expertise in B2C and B2B project management. Discerning and analytical, she focuses on what is essential and is able to express it with precision and accuracy. Her business acumen and creativity have enabled her to seize business opportunities and successfully launch several new products.


At BrandBourg, Julie is in charge of brand alignment as well as innovation for the manufacturing sector across the country. She contributes to the success of clients such as Grupo Bimbo, Beiersdorf, Groupe Leclerc, Norbec, Parmalat and many others.

Yann Mooney
Vice-President, Creative
“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.”


A graduate of the University of Quebec in Montreal (UQAM), Yann Mooney has built an enviable reputation as a graphic designer, thinker and creative leader. Driven by a strong propensity to merge creative disciplines, Yann excels at integrating branding, interactive and printed design, creative technologies, advertising and architecture.


After starting his career at Grapheme in 1995, Yann worked at SID LEE for 20 years, acting as creative director and partner for the agency's most important clients, both in Canada and abroad. He lived in Amsterdam for over a year, where he was responsible for implementing the creative vision of SID LEE’s first international office, while leading a team of creatives from around the globe.


Outside the office, Yann was able to channel his passion for the development of young talent by teaching graphic design at UQAM for several years.

Yann has become an international reference in the areas of branding, advertising and interactivity.
In recent years, at the head of highly reputed multidisciplinary creative teams, his work has been awarded by prestigious organizations around the world such as the Festival de Cannes, Art Directors Club, D&AD, One Show, Type Directors Club, Communication Arts, Marketing Awards, Cassies, Applied Arts, Créa, Grafika and Boomerang.


Over the years, Yann has lent his insight to many top-tier brands such as Adidas AG, Absolut, Red Bull, Cirque du Soleil, SAQ, RONA, Réno-Dépôt, Bell, Videotron, Vodafone, Air Canada, Uniprix, St-Hubert BBQ, National Bank of Canada and Loto-Québec.

Liette Vézina
Senior director, strategy and consulting
"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."


Liette holds degrees in marketing (HEC) and the environment (Université libre de Bruxelles). She began her career doing business research at the Burke Institute in Europe. After returning to Canada, she worked at Seagram, Culinar, Corby, Molson and Fleury Michon Canada as marketing director and a board member.


Being a graduate of a prestigious marketing school, Liette is a top-flight strategist and a gifted communicator. She has a keen eye for the day-to-day reality of her clients and the markets in which they do business, and spares no effort to highlight growth opportunities and help businesses reach those market segments that show high potential.


Methodical and rigorous in her approach, Liette is a contributor to the success of our brand strategy, identity and expression initiatives for clients such as Desjardins Capital, CPAC, Parmalat, Réseau Sélection, the Neuro (Montreal Neurological Institute and Hospital), SOQUIJ and many others.

Kurt Roffey
Director, Consulting
"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."


Born into a family that spent their lives working in the fields of agency, prepress and printing, learning from the ground up has helped form Kurt’s knowledge and background in the graphic arts industry. During his earlier years he spent time developing and leveraging innovative technologies, garnering expert knowledge in prepress and understanding its critical role in delivering quality reproduction and building consistent brand recognition. 


Today, with over 15 years in the branding industry, having worked at some of the largest brand design agencies in the business, Kurt’s extensive knowledge of the technical aspects of execution along with his deep experience in branding initiatives positions him to be an invaluable partner with his clients, helping to advise and steward them towards excellence. He has lead the rebranding of Canada’s iconic Maple Leaf brand as well as a number of local and global brands with the world’s largest baking company Grupo Bimbo. His experience also includes work with notable clients such as Visa, Royal Bank, Martha Stewart, Air France, BMW, Nestle and Pfizer Canada.


At BrandBourg, Kurt will champion the firm’s CPG initiatives and help lead the growth of our business within consumer branded products.