Strategic Design &

Principal is a strategic design studio. We shape visual identities across a widespread range of platforms and scales. Our work manifests a refined, playful and distinctive design approach, while our style is characterized by our strong interest in typography.

We believe in the role of design as a cultural conduit, and work with print and digital media in tandem to create smart, tailored solutions. Our process is collaborative. That’s why we’ve assembled a team of experienced designers and creative technologists working hand in hand at crafting every step of projects. This ensures that every design opportunity is accounted for, and met with thoughtful and rigorous expertise.

General Inquiries

+1 514 393-3393
6250, Hutchison St. #307
Montreal, Quebec  H2V 4C5

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Identity Systems, Brand Strategy
Print, Publications, Book Design
Wayfinding, Signage, Cartographic Design
Exhibition Graphics
Web and Interactive Design, Programming
User Experience Design (UX)

Awards & Exhibitions

Our work has been published widely, and has received worldwide accolades. More than 20 of our pieces are part of the Musée National des Beaux Arts du Québec’s permanent collection.


Bruno Cloutier, Principal
Mathieu Cournoyer, Principal
Bryan-K. Lamonde, Principal
François Morin, Principal
Patrick Pellerin, Principal
Dominic Baron-Chartrand
Marie-France Gaudet
Émilie Hamou
Julien Hébert
Jules Renaud
Teodoro Zamudio