UPPL is pleased to announce the launch of its design and web development unit, UPPL Studio.
To celebrate this new chapter, we’re thrilled to reveal our new brand image and to speak with Léa Jodoin, designer at UPPL. In this conversation, we explore the importance of visual identity for brands, as well as design principles essential to web design.
Interview
UPPL
Hi Léa, thanks for being with us today. What is design for you?
LÉA
Design is a rather abstract term that can be described in different ways. The Merriam-Webster defines it as “to create, fashion, execute, or construct according to plan”.
Personally, I see design as the meeting between aesthetics and functionality.
Beauty is often associated with design because it’s what makes it memorable. But function is just as important, only taken for granted. An object that is only beautiful is almost useless, decorative, whereas when you combine beauty and fonction, it goes from mediocre to genius. This is what makes a brand like Apple revolutionary. It truly embraces design, from the design of the product, to the interface, to the brand image. Design is important at every stage of conception; bringing consistency, beauty and efficiency.
That’s why design is a vital aspect of my life. In part because it’s my vocation, but also because of my relationship with my environment. I’m in a constant search for harmony. To be surrounded not only by beauty, but also with objects that can improve the quality of my everyday life. I believe that taking care of your environment is a way of taking care of yourself.
UPPL
As a graphic designer, what’s important to you when you design for online and mobile environments?
LÉA
What’s important for me is the ergonomics of the web platform, in other words, to have an interface that’s adapted to the needs of its user. To achieve that, it’s necessary to remain consistent with the colors, the navigation and the shapes. Also, structuring the text so that the important information is put forward. The platform must be pleasant and easy to use. Good communication with programmers, our team and clients is also massively important throughout the process.
UPPL
You did a 3-year graphic design technique at Dawson College. Why did you choose this profession?
LÉA
Lea: I chose this track naturally. I always had an ease with visual communication. Looking back, I had an innate awareness for graphic design. Since my intelligence is more visuo-spatial, it’s easier for me to understand something that is communicated to me visually. It’s natural that I tend to want to communicate in the same way.
That’s why the graphic design was obvious to me. Especially because the discipline calls on my skills but also because I have a great interest in the discipline.
UPPL
You worked on the refresh of UPPL’s visual identity. How would you describe UPPL’s visual language?
LÉA
Léa: I think that the visual language reflects the personality of the agency. It evokes both its pluralism, its uniqueness and its versatility. I would describe it as modern, colorful and playful.
UPPL
What was your approach in working on renewing that identity?
LÉA
Léa: UPPL is a Montreal-based agency that positions itself as a creative firm that uses storytelling and design to help build bridges and reduce inequities. For Tamy, the founder, it was important to develop a visual language that would resonate with as many people as possible. To do this, we designed a system composed of dynamic shapes and created a color palette adapted to the company’s message. The challenge was to find the balance between unity and diversity.
UPPL
As a graphic designer, what do you think a brand’s visual identity should communicate?
LÉA
Léa: I think the most important thing is that the brand knows itself. That means knowing your target audience, what sets the brand apart from competitors and what its values are. The brand must communicate all of these elements.
UPPL
What inspires you? Is there a design era that particularly speaks to you?
LÉA
I’m inspired by my environment and the people that surround me. It’s important for me to stay informed and up to date, whether it’s in the design field or other topics. As a graphic designer, I cannot be indifferent to the influence of the bauhaus movement.
UPPL
What role do you think graphic design should play in companies?
LÉA
I think graphic design has an important role in business and that it’s often underestimated. It’s important to invest in your brand. It’s not just about having a nice logo; it’s about differentiating yourself from your competitors, building trust with your audience, and creating a sense of belonging. The brand identity must represent the product or service. It improves the company’s communications and maintains a certain consistency.
UPPL
What trends are you noticing in today’s culture?
LÉA
Léa: I think there are several trends to consider for 2022. Here’s a few of them:
- The environment: a topic that is here to stay. This is something we can no longer ignore, especially at a time when consumers are more aware of their purchasing power.
- Social impact: Businesses are increasingly pressured to support social causes.
Notions such as diversity, well-being, inclusion, equality are valued by the public. However, consumers are looking for transparency and authenticity. - The digital universe: The metaverse, NFTs, cryptocurrencies, etc. It’s undeniable that virtual space is reaching a turning point. These are new concepts that are increasingly democratized and tangible for consumers and that will change the digital landscape faster than we think.
UPPL
UPPL: You’re getting married soon! Does your design inclination influence how you’re organizing the event? If so, how?
LÉA
Of course. I’m aware of the artistic direction of the event and it’s a task that I don’t want to delegate! Each wedding has its own visual identity. From the invitation to the placeholders, the seating plan, the printed menus. Do the bride and groom have their own logo? That’s not to mention the floral arrangements and table setup.
For me, the location is the most important element since it sets the tone for the evening. Once that’s settled, the rest is pretty complete.
The challenge is to organize an event whose theme is the celebration of love without being corny or falling into clichés. The goal is that our marriage is in our image, that is, simple, modern and refined.
Léa is a multidisciplinary graphic designer from Montreal who has been working at UPPL since 2020. She specializes in branding, website design and print design.
