Design Impact • 40th Anniversary Snowbird air force rebrand • Freestyle world cup visual identity (100K+ attendees) • First-gen mobile UX for Bell, Best Buy, and Loto-Québec
Challenge
From basement beginnings to air force ambassadors
Fresh out of university, getting recruited by an agency felt huge. Karbure brought me on part-time while I finished my design baccalaureate. Job secured, dream unlocked.
We worked out of a half-basement, alongside folks who had done creative for brands like Oakley. It was gritty, scrappy, and exactly the kind of energy I needed. Karbure was my first agency experience, and connecting with the CEO became a defining part of that chapter, we’re still in touch today.
One of our most impactful projects was with the Snowbirds, the ambassadors of the Canadian Armed Forces. We pitched a bold, cinematic direction, very different from what they were used to. They said yes, and flew us out to Moose Jaw, Saskatchewan (yes, at -40°C) to capture content on the ground.
We met the pilots, lived their routines, and built trust. That allowed us to design a visual identity and campaign that truly reflected who they were, badass, proud, and human. They brought us back again for their 40th anniversary to lead the full rebrand.
Context
Led identity for the freestyle world cup seen province-wide
Growing up snowboarding and skateboarding, the Snowboard Jamboree was the closest thing we had to the X-Games in Quebec City. It was the real deal—part of the Freestyle World Cup, attracting top riders from around the globe.
So when I got to lead the branding and visual identity for it, it was personal.
I poured everything into the design: a logo that captured Quebec City’s essence—its mountains, energy, and culture—and a visual direction built around motion, youth, and urban vibrance. Every element was crafted to feel alive, in movement, and unapologetically local.
The result? A brand that resonated. It was seen by thousands in person, and broadcast across traditional media throughout the province. Seeing it posted, printed, and proudly worn in my hometown was one of those surreal moments that sticks.
After three years at Karbure, this project became a turning point and the perfect sendoff as I moved on to my next agency role.
Outcome
I joined Piranha, a digital experience agency, right as the world was shifting. We were running QR code campaigns on BlackBerry, yes, really and then suddenly, the iPhone arrived.
Everything changed.
We jumped headfirst into mobile apps when no one else was really doing it yet. I still remember the first one I designed: Cool Magazine. From there, things accelerated. Big agencies started noticing us. Before long, we were working with major names like The Montreal Canadiens, Desjardins, Best Buy, Loto-Québec, and Bell.
With each project, I was growing. I was no longer just designing interfaces, I was thinking about the full experience. But something started to shift. I realized I wasn’t just interested in shipping fast, I wanted to stay. I wanted to build, not just deliver. The agency rhythm was intense and exciting, but I found myself craving long-term ownership, iteration, and deeper connection to the products I helped bring to life.
That’s when I knew it was time to move toward product.
