Brand identity, brand systems and visual communication


A modernist creative and driven entrepreneur who specializes in strategic brand development, including brand identity, brand systems and visual communication. Making work that’s timeless and modern with a classic aesthetic based on simplicity, minimalism and uncompromising clarity since 2007.

Work experience

Dare to be made™
Creative Director & Co-Founder
Montréal Qc, 2018 — 2023
Notable clients: nformal, Goose Island Beer Co., Santoro, Northstone, OFFF Festival, Centre Rockland, Kiki de Montparnasse, New Balance

Cirque du Soleil™
Creative Director, Global Marketing
Montréal Qc, 2017 — 2018
Notable clients: Touring and resident shows worldwide including Toruk, The first flight, Joya, Riviera Maya, Kurios

Creative Director, Packaging & merchandising
Montréal Qc, 2015 — 2017
Notable clients: House brands & licenses worldwide including Mega Brands, Mega Bloks, First Builders, Mattel

Co-creative Director
Montréal Qc, 2014
Notable clients: Baxter of California, Sensation Mode, Montreal Museum of Fine Art

Sid Lee
Creative Director
Toronto On, 2012 — 2014
Notable clients: Sportchek, Marshalls, Stylesense, Red Bull, Dell Global

Orange Tango
Design director
Montréal Qc, 2011 — 2012
Notable clients: Montreal Museum of Fine Arts, Musée McCord, McGill University

Sid Lee
Art director
Montréal Qc, 2008 — 2011
Notable clients: SAQ, Cirque du Soleil, Rona

Speaking engagements

A creative process

Creative Mornings, Montréal Qc
The fear of not having all the answers often paralyses the creative process. The lecture focused on embracing the unknown and using it to fuel unchartered creativity.

‘Design culture and process’
OFFF Festival, Montréal Qc
Design culture and it’s effect on the creative process. The importance of a linear process while embracing organic creative thinking.

‘18 Months later
The Birth of Sid Lee Architecture’

Various, Montréal Qc
An investigation into graphic design in public spaces and its effects on the human experience.

‘Moving backwards’, 2
Workshops, Montréal Qc
(01) Drawing
(02) Designing with colour
(03) Basics in typography
(04) Space and form

‘Moving backwards’, 1
Lecture series, Montréal Qc
Set in the medieval historic city of Basel in Switzerland and under the guidance and masterful talents of internationnally recognized designers such as Wolfgang Weingart, Peter Olpe, Dorothea Flury and Stephen Primus. A new perspective emerged on the basics in design principles reinforcing the importance of studying and understanding shape, line, form, space and colour.


Dawson College
Graphic Design department

Montréal, Qc 2016 — present
Faculty member

Professional affiliations

Adobe Design
Achievement Awards

San Francisco, CA 2017
Judge, design and photography

Adobe Design
Mentorship Program

San Francisco, CA 2017 — 2022
Mentor, strategy and design

ALO, Dawson College
Graphic Design Alumni Assc.

Montréal, Qc 2007 — 2018
Serving on the board of directors
Executive committee

Sociéte des designers
graphiques du Québec

Montréal, Qc 2009 — 2012
Serving on the board of directors
Executive committee

Leadership programs

Cirque du Soleil
Montréal, Qc 2017
Coaching and leadership skills program

El Segundo, CA 2016
Coaching and leadership skills program

Sid Lee
Montréal, Qc and Toronto, On 2013
Coaching and leadership skills program

VCU Brand centre
Virginia, USA 2012
‘Art of the pitch’ presentation skills workshop

Design programs

Basel School of Design
Basel, Switzerland, 2008
Design and typography
Under the teaching guidance of Wolfgang Weingart regarded as the ‘enfant terrible’ of modern swiss typography.

Let’s work together.

Big or small, local or halfway around the world, size and location doesn’t matter. If you have something to say but don’t know how or where to start, we can help.

Get in touch

Brands BASE1, Baxter of California, BT Supply Co., Burdge Cooper, Centre Rockland, Cirque du Soleil, Co., Crooks & Castles, Dell, Galerie Antoine Ertaskiran, GelMoment, Goose Island Beer Co., Joe Fresh, Kiki de Montparnasse, Mattel, Mega Brands, McCord Museum, McGill University, MLG House of Brands, Montréal Museum of Fine Arts, New Balance, nformal, Northstone, OFFFQc Festival, RedBull, Rona, Santoro, SAQ, Sensation Mode, SportChek, Tefron, Terramar, Thorlos.

Capabilities Strategy: research and insights, brand architecture, brand platforms, naming and nomenclature systems. Offline and online design: visual identity, verbal identity, typogaphy, image language, guidelines. Communication: art direction, brand story, advertising, campaign concepts, photography, video, editorial design. Experience: retail, environments, exhibitions, packaging design, service design, application design.

Johnny Macri
5506-D 1re Avenue,
Montréal (Qc) H1Y 3A1
+1 438-838-1672

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