“Design is a collective pursuit.” LG2 pulls back the curtain for their Toronto team’s 5th birthday

LG2 knows what it’s doing. When the Canadian creative agency opened shop decades ago, there were not too many studios in the country crafting identities and experiences for leading brands. The team has been delivering considered, top-drawer work ever since, all while the design and branding landscape around them has undergone tectonic shifts. Spread across three offices – in Montreal, Québec City and Toronto – LG2 has always had its finger on Canada’s creative pulse. From creating the narrative for young companies to helping legacy brands like Catelli pasta and The Bay – a lifestyle giant and Canada’s oldest brand – break fresh new ground, LG2 has shaped the visual worlds of many household names that are intrinsically woven into the Canadian fabric of life. As the work keeps growing, the milestones keep coming. In 2023, LG2’s Toronto brand and design team turned five, just as the agency bagged the Scarlet Letter award at the Advertising & Design Club of Canada (ADCC) Awards. To both look back at their journey and take a peek at the agency’s future, we spoke to Partner, Vice-President, & Executive Creative Director Ryan Crouchman and Group Director Antoine Levasseur. Together, they let us in behind the scenes – from the synergy between the team, the importance of trusting your gut, and embracing the messy, chaotic beauty of the creative process. RB: Hi, Ryan and Antoine! Congratulations on receiving the Scarlet Letter award at this year’s ADCC! How is the team feeling?