Visual identity for USTA’s new coaching program. Drawing from the core USTA brand, the system was designed to invite coaches of every level—from parents to professionals—to pursue certification. Guided by the strategic platform “Serve Your Passion,” the identity was to feel energetic, trustworthy, and welcoming.
Launched at the US Open 2025.
Art Direction
Brand Identity
Launch Campaign
Typeface Design
Designed with team at Aruliden.
USTA Coaching
REDDIT
Worked with Pentagram team on designing final assets, case study and brand guidelines for Reddit’s refreshed brand identity.
RAGGAMUFFIN is a cultural center, a living archive, a musical museum, where Afro-diaspora and the expansive Black cultural networks across the world can be recognized, discovered, honored, and celebrated. It is a nexus where art, culture, and history converge, a borderless environment where hyperlocal cultural movements of the past, present, and future can be remembered, represented and renegotiated.
This project is an initiative of Violette Simard.
More coming soon.
Art Direction
Brand Identity
Imagined with Violette Simard.
RAGGAMUFFIN
NO GREAT WOMEN ARTISTS
Design of an pedagogical website constructed around the oeuvres of eight women artists, largely invisible from the art historical canon. The aim of this project is to celebrate these talented women by providing a platform for their practice and stories to live on.
Through its title, taken from the seminal feminist art history essay “Why Have There Been No Great Women Artists?” (1971) by Linda Nochlin, the site aims to generate awareness about the institutional obstacles women face to make their place in art history. Last but not least, the project reminds the public that the art world should not – and never should have been – a male domain.
Art Direction
Brand Identity
Website Design
Made under the supervision of Nelu Wolfenson at UQÀM.
NO GREAT WOMEN ARTISTS
NYMPHEA HOTEL
Le Nymphéa is a hotel concept paying tribute to the famous Impressionist painter Claude Monet. A place where you can experience the painter’s rich legacy, where his gentle and contemplative sensibility lives on. The custom-type of the wordmark emulates the painter’s iconic signature, and the color palette evokes the aesthetic universe featured in his mesmerizing artworks.
Art Direction
Brand Identity
Imagined alongside Gabriella Perrino, under the supervision of Marie-Elaine Benoit at UQÀM.
NYMPHEA HOTEL
DIDI’S DOUGHNUTS
DIDI’s is a local business that bakes fresh, hand-made mini doughnuts with quality ingredients. The design goal was to craft a vibrant, youthful, and approachable brand and website. Inspired by the doughnut itself, the logo plays with the bold and geometric “O” shape as its signature feature.
Brand Identity
Packaging Design
Website Design
DIDI’S DOUGHNUTS
MULLER VAN SEVEREN
The furniture collection by Fien Muller and Hannes Van Severen sits at the intersection between art and design. The visual identity and website for their exhibition at the PHI Center emulated their bold aesthetic and playful ethos.
Art Direction
Website Design
Made under the supervision of Louis-Pierre Chouinard at UQÀM.
