All Projects
Project Type Full-Time
Year October '21 – April '23
Role Content Manager
Tools Adobe Creative Cloud (Photoshop, Illustrator, InDesign, Premiere Pro)

Montréal Alliance (CEBL)

Member of the founding creative team for Montréal's professional basketball franchise, announced in 2021 as an expansion team in the Canadian Elite Basketball League.

Played a key role in shaping the team's visual identity and brand presence during its inaugural season, leading the design and rollout of social-first content, in-arena graphics, merchandise collections, and full-scale photoshoots. Ensured consistency across all touchpoints while building a bold, community-driven brand that elevated fan engagement and established the team's presence in the Montréal sports market.

Game Day Social

Produced and executed real-time gameday social content, creating dynamic visuals that increased fan engagement and strengthened the team's brand presence across platforms.

Game Day post Starting Lineup post Score post Final Stats post
Outcomes and Metrics

Highlights from the team's 2022 inaugural season, showcasing audience growth, and brand impact across the team's website and Instagram, Facebook, Twitter, and LinkedIn.

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Total Followers
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Total Social Reach
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Total Website Visits
Alliance Merch Design & Creative Direction

Led end-to-end merchandise design across adult and youth collections, while directing photoshoots to create cohesive, on-brand visuals for retail and promotional displays.

Alliance merch group shot
Alliance merch Alliance merch Alliance merch
Alliance merch Alliance merch Alliance merch
Programme Futurs Leaders

Designed the program's logo in collaboration with Bell, creating a visual identity that reflects opportunity, growth, and mentorship for aspiring sports industry professionals.

Programme Futurs Leaders — FR Future Leaders Program — EN
Objective

Create a sub-brand logo that blends the Montreal Alliance identity with basketball, while representing growth, leadership, and opportunity for aspiring sports professionals.

Brand Foundation

Started by analyzing the existing wolf mark—its symmetry, sharp geometry, and intense expression. These elements symbolize resilience and leadership, making it the perfect foundation to build from rather than reinvent.

Basketball Integration

Instead of adding a literal basketball, I explored subtle visual cues inspired by the curvature and seam structure of a ball. Through controlled line work and negative space, the sport is embedded into the form—felt, not forced.

Balance of Meaning

The wolf maintains competitive energy, while refined structure and upward flow introduce themes of mentorship, development, and progression—core pillars of the programme.

Scalability & Application

Designed for versatility across social, apparel, print, and sponsor integrations (including Bell), ensuring the mark performs consistently across all brand touchpoints.

Outcome

A cohesive, purpose-driven extension of the Alliance brand that preserves visual equity while clearly defining a new initiative focused on future leaders in sport.