Role:
Concept & Design
Illustrations
Art Direction
Animation
Parkscapes Vol.3 Visual System & Campaign
Parkscapes is a series of sample-based albums created by students at the Community Music Schools of Toronto (CMST). We created a new design system based on simple shapes meant to be reimagined, remixed and recontextualized just like the albums themselves. We launched the new design system with Parkscapes Vol. 3 on social media and the physical world, giving Parkscapes an identity as unique as its purpose and helping CMST continue to transform lives through music.
Agency:
Lg2
Executive Creative
Director:
Ryan Crouchman
Creative Director:
Jeff Cheung
Rana Chatterjee
Year―2023
Role:
Concept & Design
Art Direction
3D Artist
Animator
Legion Labs
Branding
When Montreal-based Legion Labs set out to use the cloud to evolve the video game design industry, LG2 helped them build a brand identity to attract the talent to do it. Legion Labs’ new brand had to feel solid and trustworthy, but also exciting, motivating and above all, intriguing. We developed an identity system that incorporates core elements of game design, such as textures, lighting, physics and motion.
We brought to life raw components from the game and content creation pipeline and turned them into Lab creations, while the unique cloud based nature of the platform is represented by floating and fluid elements.
Agency:
Lg2
Creative Director:
Ryan Crouchman
Year―2022
Role:
Lead Brand Designer
Concept &
Art Direction
Logo and visual identity design for HHHusher (Hi Hat Husher), a new device designed for recording professionals and drummers that
hushes “hi-hat bleed” - a common sound problem for drummers and studio technicians.
The wordmark echos the device’s function by “hushing” the middle “H”, creating a negative space that ties the three H’s together while creating a distinct visual rhythm. The three H’s may also be used as a brand icon and pattern.
awwwards ︎
Agency:
Lg2
Year―2023
Vice-President, Creative: Ryan Crouchman, Nicolas Baldovini
Principal Designer, UI: Marc-André Dandurand
Digital Art Director: Gabriel Larivière
Role:
Lead Brand Designer
Concept &
Art Direction
Copywriting
Motion Design
3D Artist
Zellers Brand Refresh & Visual System
Zellers, Canada's beloved discount retailer since 1931,
closed its doors in 2013. In 2022, Hudson's Bay announced plans to revive the brand, catering to a new generation with affordable, high-quality designs for young families.
We developed a new visual identity and design system, and providing creative direction and user experience support for its e-commerce platform.
Some of the products and prices showcased in the creatives are for proof-of-concept purposes only.
Agency:
Lg2
Year―2023
Vice-President, Creative: Ryan Crouchman, Nicolas Baldovini
Executive Creative Directors: Joël Auchu
Creative Direction, UI: Marc-André Dandurand
Creative Direction, UX: Anne-Marie Lavoie
Digital Art Director: Gabriel Larivière
UI Designers: Mika Carbonneau
UX Designers: Anne-Marie Lavoie, Anaïs Fernandez Delattre
Copywriters: Vittoria Vennare
Motion Designers: Samuel Thibodeau
Role:
Lead Designer
The Bay
Brand Refresh
As Canada’s oldest brand, The Bay needed to evolve its business model and brand in order to connect with a new generation of consumers. Part of this involved transitioning from a traditional brick-and-mortar retailer to a digital-first lifestyle marketplace. We helped The Bay reestablish itself as the ultimate Canadian lifestyle retailer with a new 350+ pages brand guidelines, an updated loyalty program and a redesigned credit card program.
