Protege-Toi.ca
Marketing and Creative Direction.
For this project, I developed the brand name and the entire visual identity, while maintaining a subtle link with its parent company, Billets.ca, by using the same typeface and a related colour palette. I also customized the website and built a small in-house photo studio where I could capture high-quality product photography. Our own employees served as models for the promotional visuals.
In early 2020, when COVID-19 brought live events to a standstill, ticket sales on Billets.ca dropped to zero overnight. To preserve the team and sustain operations, we launched a new initiative — an e-commerce platform offering essential protective products to the public. Within just three weeks, I completed the brand identity, designed and launched the transactional website, and photographed every product in the catalogue, including multiple styles of masks.
Protege-Toi.ca
Direction marketing et créative
Protège-toi était une initiative de billets.ca. Suite à l’arrivée de la COVID-19, les ventes de billets de spectacles ont immédiatement cessé. Afin de conserver l’équipe et générer des revenus suffisants pour le faire, une nouvelle initiative a été lancée : créer un site internet où la population pourrait obtenir l’ensemble des produits nécessaires pour se protéger contre la COVID. En moins de 3 semaines j'ai bouclé la réalisation de l'image de marque, d'un site Internet transactionnel et de la photographie de tous les modèles de masques offerts.
1. Brand Identity
The new brand was directly inspired by Billets.ca’s corporate identity, reusing its signature typography and core colour structure. To mark the contrast of the pandemic era, I flipped the symbolic “b” vertically, creating a mirrored reference to Billets.ca while reflecting the inverted reality we were collectively facing.
2. Website
To meet the ambitious timeline, we built the store on the Shopify platform, allowing rapid deployment without sacrificing customization. I designed and personalized a pre-existing template to match the brand’s aesthetic, tailoring the product pages to accommodate the specific nature of the items offered — from individual mask variants to bundled protective kits.
3. Marketing
I created numerous ad campaigns, banners, and promotional emails to drive engagement and conversions. To accelerate traction, we leveraged Billets.ca’s existing customer databases, allowing us to reach a qualified audience from day one instead of starting from scratch.
Branding
UI Design
Commercial Photography
Marketing