Place Ville Marie
Brand Identity
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Art direction, brand identity system, full way-finding system and brand launch campaign for Place Ville Marie, a multi-use architectural icon in the heart of Montréal’s downtown core, a property currently valued over 1 billion CAD$. PVM’s new visual identity mixes the unexpected possibilities of the everyday with the prestige and elegance of a Montreal icon.
Created at:
Sid Lee
Collaborators:
Simon Chénier-Gauvreau
Pamela Jaton
Audrey-Claude Roy
Melissa Gilbert
Joëlle Laferrière
Shift Translation
Brand Identity
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Shift is a French-to-English translation company based in Montreal. In an industry that is often wordy and complex, Shift chose a simple name to represent their efficient service offering. An equally simple but dynamic platform was crafted to visually represent the idea behind their name.
Collaborators: Olivia Chan
Théâtre La Licorne Campaign
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La Licorne’s signature style of theatre is raw, real, and very human, and it often showcases the art of real-life situations. In repositioning the theatre, a parallel was drawn between fake news, and the theatre’s approach. For the 2019 programming, each play’s title was rewritten as a sensationalist headline in order to draw in potential theatre-goers, only to then reveal that at La Licorne, the plays are so real that there is nothing fake to be had.
Created at:
Sid Lee
Collaborators:
Yann Mooney
Alice Ware
Mélodie Karama
Mathieu Bouillon
Alain Forget
Restaurant Tbsp.
Brand Identity
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Tbsp. is a modern restaurant located in Montréal, and is part of the W Hotels group. Tbsp. refers to the unit of measurement frequently found in kitchens, and is an ode to the precision and attention to detail that goes into every recipe. The identity reflected the aquatic and nautical inspiration that is used throughout the restaurant’s decor, integrating deep blues and liquid patterns throughout.
Created at:
Sid Lee
Collaborators:
Marie-Elaine Benoît
Mélanie Boucher
Mélodie Karama
Cécile Tousignant
T3 Micro’s Cura Launch Campaign
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With the launch of their newest and most innovative hairdryer to date, T3 Micro want to put forward the product benefits, but they also wanted to break the category codes that tend to focus exclusively product features. As such, the campaign leans into something more artful and inspiring in order to showcase the full power of their new hairdryer in a new and innovative way.
Created at:
Sid Lee
Collaborators:
Alexis Bronstorph
Nadine Brunet
Ariane Leblanc
Solomon Burbridge
Joshua Cox
Ibérica
Brand Identity
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Ibérica is a progressive restaurant that has adopted a new approach to Spanish cuisine. As such, the restaurant’s logo was based on a story of Barcelona’s flag. In 1996, the city of Barcelona adopted a new flag design, but it was was quickly shot down by historians who opposed any change. The city subsequently reverted back to its original design. Ibérica decided to adopt the symbol, representing their progressive nature.
Collaborators:
Janie Chartie
Zébulon Perron
Mickaël Bandassak
Maison d’Étude
Brand Identity
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Maison d’Étude is a Montreal-based education company, offering tutoring services for the modern student. As a private education company, they needed a brand identity that looked reputable and established, while also being fresh and adapted to the newer generations. The brand colour is highlighter yellow, a colour that students use in their coursework to highlight what is most important.
McGill’s MBA
Repositioning
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Reposition, rebranding, and launch campaign for McGill’s MBA program.
At McGill, the faculty wanted to shift their recruitment efforts to attract individuals who were entrepreneurial, ambitious, and were willing to break boundaries. The new identity and campaign reflects these ambitions, inviting potential students to dare to break barriers and do things differently.
Created at:
Sid Lee
Collaborators:
Simon Chénier-Gauvreau
Pamela Jaton
Alex Miglierina
Thanh Pham
Félix Arseneault
Bazarette
Brand Identity
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Bazarette is a café, wine bar, and restaurant located in downtown Montréal. It’s name, which refers to a small corner store that keeps late hours, draws direct inspiration from the eclectic and imperfect universes of small markets, general stores, and bazaars, to create a visual identity that is as intriguing as it is welcoming.
Created at:
Sid Lee
Collaborators:
Marie-Elaine Benoît
Audrey-Claude Roy
Cécile Tousignant
Pamela Jaton
Thanh Pham
Sainte-Justine’s Big Heart
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Concept and production for a statue and donor wall for Sainte-Justine, a Montreal-based hospital that specializes in paediatric and maternal healthcare.
Created at:
Sid Lee
Collaborators:
Simon Chénier-Gauvreau
Nadine Brunet
Thierry Faucher
Anne Murray-Potvin
