PORTFOLIO
Creative direction at the intersection of storytelling, strategy, and instinct.
Brand NarrativeEditorial StrategyDesign SystemsVisual CultureSelected Projects
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![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
A narrative-led launch reframing a real estate development as a cultural destination.
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![A poster on a brick wall advertising a lost bike, with a photograph of a white bicycle with a wicker basket, and contact information @niclaloux.]()
Nicolas Laloux
A social activation reintroducing a heritage wine brand through a playful digital-physical experience.
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![Child jumping on a trampoline surrounded by colorful safety nets and trees.]()
The Trekking Group
A digital storytelling system translating outdoor play into expressive, social-first content.
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![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.]()
Regulated CPG Brand
Design systems and campaign frameworks for a regulated product portfolio across Canada.
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![Man in a black suit holding a microphone and a remote, speaking at a conference indoors with large windows in the background.]()
British Multinational
Narrative frameworks and content design aligning internal communications to corporate strategy.
What I Practice
The goal is coherence that lasts. Work that feels confident without being loud, expressive without being fragile, and designed to engage rather than chase attention.
Photography Collections
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![A vintage Apple Macintosh Plus computer on a white shelf, with a black and white keyboard below and green plants around it, next to a colourful poster on a white wall.]()
Everyday Mythology
The modern folklore we pass daily.
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![White modern buildings with windows under a blue sky, laundry hanging on lines on the rooftop.]()
Quiet Geometry
Stillness, form, and the geometry of place.
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![A Dalmatian dog sitting on a yellow surface next to a person wearing black pants and light-colored sneakers, with the dog wearing a red and black harness.]()
Ordinary Spectacle
Humour, contrast, and unexpected urban scenes.
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![Person in a red coat with a backpack walking on a snowy sidewalk under a concrete bridge.]()
Structured Stories
Architecture, light, and fleeting human scale.
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![Three people walking on an escalator in front of a colorful stained glass window with vibrant, abstract patterns.]()
Colour Studies
Saturation, systems, and chromatic tension.
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![People walking on Millennium Bridge with St. Paul's Cathedral in London in the background, construction cranes in the cityscape.]()
City Rituals
Rhythm of movement in the everyday choreography.
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![Night view of a modern hotel building with numerous glass balconies and a sign that reads 'HOTEL' at the top.]()
Urban Silence
Moments where the city pauses and listens.
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![Silhouettes of five people walking along a hilltop near the ocean during sunset or sunrise.]()
Dreamed Places
Atmospheric, quiet, and memory-like.
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![A person jogging along the beach at sunset with the sun setting behind a mountain.]()
Soft Encounters
Brief human closeness and fleeting intimacy.
I work where story, style, and structure meet. In practice, that means shaping ideas into work that’s deeply considered without losing its feel for the real world.
Creative Direction & Storycrafting
Synden Hope-Johnston
Experience
Haus of Park
Youville Haussmann Park
Creative Director
2024-2026
Québecor Media
Creative Content Director
2021-2024
Narcity Media
Director, Digital Content Marketing
2016-2019
Director, Sponsored Content
2014-2016