I’ve always been drawn to the quiet beauty of nature… the rhythm of the ocean, the stillness of the jungle, the soft rays of light shining through the trees. My passion for traveling and the places it has taken me have shaped my eye for detail and deepened my connection to the subtle, often overlooked elements that make something feel alive. For the last decade, yoga and mindfulness have been a formative part of my human experience. It’s taught me how to slow down, tune in, and be fully present, a quality that naturally influences my work. Wellness in all its forms is very important to me, and I gravitate towards brands who equally care about purpose-driven and intentional living. Art has also always been at the centre of my life, and over the years I’ve enjoyed exploring it through various mediums: drawing, painting, fashion, music, photography, writing, jewelry making, design. Maybe all those hours spent on Paint as a 5-year-old or customizing my Skyrock blog at 10 were subtle foreshadowing?

To me branding is the perfect intersection of so many things I love: design, aesthetics, psychology, marketing, etc. Identity controls so much of our lives, and there is something powerful about how we have the ability to shape it with intention, be it in business or in our personal world. At the risk of sounding like one of those people, I consider myself to be deeply intuitive, which allows me to pick up on nuance and translate abstract ideas into symbolic visuals that feel emotionally resonant. I take inspiration mostly from organic shapes and colours found in the natural world; I believe the most beautiful designs are rooted in simplicity, nature, and authenticity. 

— Charlotte Proulx