A person walks along a beach under a large concrete bridge with a truck driving across it. The sky is cloudy, and the ocean is in the background.

Synden | Creative Direction & Strategy

STORIES.
SYSTEMS.
Culture.
SHAPED WITH
STRUCTURE
& INSTINCT.

Client Work

  • Four geometric 3D shapes in a grid, each on a colorful background: a blue diamond-shaped polyhedron, a teal star-shaped object, a blue star-shaped object, and an orange polyhedron with a sphere in the center.

    Vuse

    Creative leadership for a regulated national portfolio, shaping brand, content, CX, and retail systems across digital and trade channels.

  • Vélo perdu campaign poster created for Nicolas Laloux wine

    Nicolas Laloux

    Content strategy for a popular wine brand, relaunching social presence through playful storytelling, sponsored content, and online-offline engagement.

  • Cirque du Soleil performers onstage beneath the illuminated golden set of Alegría.

    Cirque du Soleil

    Content direction for a sponsored digital portal turning the Alegría anniversary tour into a consumer experience.

  • Child jumping on a trampoline surrounded by colorful safety nets and trees.

    The Trekking Group

    Concept and creative system for an AI-assisted campaign, translating outdoor media into expressive social-first storytelling across park and digital channels.

  • A cityscape at sunset with a river running through it, multiple bridges crossing the river, and high-rise buildings on the right side of the image.

    700 River

    Creative direction for a narrative-led brand launch using film, event, and storytelling assets to frame a landmark development as a cultural destination.

  • Man in a black suit holding a microphone and a remote, speaking at a conference indoors with large windows in the background.

    BAT

    Corporate storytelling and internal communications frameworks translating business strategy into clear executive-facing narratives.

View Case Studies

Strategy & Direction

Finding and sharpening the central idea behind a brand, campaign, launch or experience, then setting a clear creative direction around it.

Narrative & Expression

Shaping the story, content system and visual expression so the idea holds together across digital and physical touchpoints.

Leadership & Advisory

Providing senior creative judgment on briefs, concepts, teams and work in development when the direction matters.

Creative Practice

  • Photography

    Observational photography shaped by light, rhythm, movement, and the small stories that happen in public.

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  • Writing

    Essays, notes, and narrative projects on creative work, attention, culture, and the ways ideas take shape.

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Creative director Synden Hope-Johnston holding a coffee outside a modern office building.

A good idea rarely loses its shape all at once. It gets stretched by reasonable requests, small compromises, and decisions that make sense in isolation. The work is to keep the centre visible.

Experience

Haus of Park

Youville Haussmann Park

Creative Director, Digital
2024-2026

Québecor Media

Creative Content Director
2021-2024

Narcity Media

Director, Digital Content Marketing
2016-2019

Director, Sponsored Content
2014-2016