This story was originally published in the Fall issue of Strategy Magazine

It could be argued that great design goes unnoticed by consumers. For most end users, a website simply needs to work, or a print ad simply needs to communicate a message. But for LG2, design is a guiding principle that informs everything the shop does.

“We believe in our expertise,” says the indie agency’s partner and CEO, Claude Auchu. “So often, design has been a subsidiary of agencies. But at LG2, design is part of our core offering – it’s not an afterthought.”

LG2’s work begins and ends with strategy. “Design is inherently a strategic pursuit, and we look to strategy that has cultural insights,” says Ryan Crouchman, partner, VP and ECD. “We follow a roadmap and then bring it to life.”

That roadmap includes a 50-person strategy team that deploys social listening, research, testing, interviews and focus groups. “Nothing is built from a whiteboard,” says Auchu. “We work from detailed information and insights.”

Adds Crouchman: “Design connects on an emotional level, it’s almost subconscious. Leading with strategy, we begin from rational thinking and end somewhere that really connects with people. The two ends of that spectrum are important – design isn’t just decoration.”

The agency’s approach was apparent in its redesign of the Canadian Space Agency’s (CSA) branding this year. Recognizing that its previous logo lacked clarity and connection to Canadian identity, LG2’s approach was to position the CSA as a global leader, while ensuring that there’d be no mistaking where the space agency proudly hailed from. It took a Canadian icon only second to Celine Dion – the maple leaf – and featured it prominently alongside three stars symbolizing space, intelligence and community strength.

“While the work needs to be relevant, it shouldn’t be temporary,” says Crouchman of creating sustainable branding. “That’s an irresponsible approach. When you’re designing for a brand, you’re creating something that needs to last for a long time and resonate with lots of different people.”

LG2’s obsession with strategy and timeless design made it the perfect partner to revamp Ashton in 2024. Never heard of Ashton? You must not live in Quebec, because the restaurant was the first to introduce Quebecers to poutine in 1969. But therein lies two problems: how to expand Ashton fame outside of its home region, while also revamping a beloved brand that hadn’t been touched in decades.

It’s no secret that consumers hold steadfast to the things they love, and they’re reluctant to change. Recent research shows that while heritage branding is a common strategy, making changes to the original product or brand can cause negative reactions from consumers – even if those changes come with improvements.

“Ashton is a classic brand with a unique offering,” says Auchu. “But we knew that with such an iconic brand, we were opening space to be criticized. We had to understand what made it successful and recognizable, and make adjustments to modernize it without losing its identity.”

In the end, LG2 was able to modernize Ashton while also respecting its heritage. A new menu was introduced, showcasing classic items like milkshakes to attract both loyal customers and new patrons. Updated packaging reinforced the new brand image, a full renovation of its flagship restaurant served as a prototype for future locations, complete with new signage and uniform designs, ultimately earning Ashton a 35% increase in traffic and a 34% increase in sales. The agency even went as far as designing branded merchandise, such as toques, caps, sweaters and socks.

What made the Ashton revamp successful was a deep understanding of what made the chain feel authentic in the first place. Picking up on cultural nuances is something of a sport for LG2. The agency works in two languages and three cities. “A lot of agencies translate work from one market to another, but LG2 is actually based in those markets,” says Crouchman. “We adapt and understand them better because of this; we pick up on those cultural nuances and influences.”

But its design work is what puts LG2 in a class of its own. “We don’t call ourselves an advertising agency. We’re a creative agency,” adds Crouchman. “Design is one of the ways that we communicate, and if you can fully understand it, then design is a superpower.”

New business
Ashton, Buffalo Marriott, CAA-Québec, Cordon Bleu, Familiprix, Invest Ontario, Ontario Northland

New hires
37, including Josh Stein, CCO; Andres Nurembuena, partner, executive director, experiential and brand activation

Offices
Montreal, Quebec City, Toronto

Staff
450

Cases

For the Community Music Schools of Toronto and Kingsway Music Library, LG2 created a design system featuring hand-painted shapes inspired by musical instruments. The layered approach mirrored the “Parkscapes Vol. 3” album’s purpose as re-mixable source material, further showcasing student creativity.

LG2 worked with Montreal resto Ashton to transform its brand while respecting the institution’s nostalgic roots. The overhaul featured a blend of updated typography and elements inspired by classic diner aesthetics. It helped increase foot traffic and sales by up to 40%.

The agency’s Canadian Space Agency logo redesign took a minimalist approach, representing national pride and space exploration via a treatment that featured a maple leaf and three stars. The design, unveiled during the Artemis II mission announcement, helped enhance CSA’s global visibility.