I’m Synden, a Montreal-based Creative Director and Advisor working across brand, content and visual culture.
I help organizations find clear creative direction, strengthen the narrative and make better decisions while the work is still taking shape.
Approach
I’m most useful when a project has a clear centre, but too many competing forces around it. A brief expands. A campaign starts carrying too much. A system makes sense in pieces, but not as a whole.
That’s usually when I return to the central question: what is the work trying to say, and what does it need in order to land?
Experience
I’ve spent more than a decade shaping creative work across media, branded content, regulated categories, cultural campaigns, and digital platforms. I’ve led teams, built content systems, developed campaign narratives, and helped brands translate complex ideas into clear, usable creative work.
Previous work has included national launch campaigns, brand storytelling, internal communications, social and content systems, editorial platforms, pitch development, and creative direction for photo, video, web, and campaign work.
Beyond client work
Outside of client work, my practice extends into photography, writing, and narrative development. Those projects sharpen how I think about attention, atmosphere, structure, and restraint.