Drawing inspiration from the ancient Greek concept of arete—excellence as virtue—the identity balances confidence with approachability through two essential elements. The wordmark is set in Arizona Serif, a high-contrast typeface with sharp serifs and dramatic stroke variation. Above, a bold horizontal bar acts as both pronunciation guide and graphic anchor, providing stability while nodding to the founder's French-Canadian heritage.

A duochromatic palette of lilac blue and light grey complements the confident typography across all applications. Editorial-style illustrations transform abstract strategic concepts into evocative visual narratives. The system extends into comprehensive presentation templates and proposal frameworks, empowering the team to articulate complex insights with clarity and confidence.

Note: illustrations shown are placeholder only to demonstrate the visual intent
Role: Brand Strategy, Identity & presentation Design
Year: 2024