Perspectives
Alive By Design
In an inspiring conversation, Chief Creative Officer Anne-Claude Chénier sits down with Louis Paquet, our new Vice-President, Digital Creative. Together, they explore a bold point of view: digital shouldn’t just work. It can — and should — move people. As powerfully as film. It’s about turning technical constraints into creative springboards and positioning the website as the ultimate expression of a brand.
From Functional to Emotional
Absolutely. Digital can spark emotions just as powerful as a film or a song. It’s not just code. What makes the web unique is interactivity — you’re not just showing something, you’re letting people experience it. You can build a world. It can feel energetic and bold… or poetic and understated.
Mana Yerba Maté’s site is a great one — raw, intense, unapologetic. It mirrors the brand’s energy perfectly. On the other end of the spectrum, Má Sài Gòn is much more contemplative. The site extends the documentary’s identity and even becomes a gathering space for the LGBTQ+ community. At that point, it’s no longer just a tool. It becomes a place for connection.
Originality and the Five-Second Rule
The projects that leave a mark all do one thing well: they hook you fast. You’ve got five seconds, maybe less. If a site is slow or doesn’t offer immediate value, people are gone.
Exactly. Originality should never be gratuitous. A strong experience answers the brief first, but in a way that breaks from predictable patterns. Take Navigate, a site about data protection. On paper, not the most exciting topic. But through smart visual storytelling, the team made it genuinely compelling.
On the flip side, using trends just because they’re trendy — like Apple’s frosted glass effect, because it’s already baked into Figma — is how everything starts to look the same. The “wow” has to earn its place. It has to amplify the message.
Constraints as Creative Fuel
Honestly? I love it. Constraints are where the best ideas come from. It’s like improv — when there are rules, you’re forced to be sharper, smarter, more inventive. It pushes you past default thinking.
Not today. With current technology and strong developer expertise, almost anything is possible. We’re far from the old Flash days. In many ways, the web allows for even more boldness than print. That’s why we often say: a website is like a poster — except it’s alive.
Exactly. Web creation puts the brand guide through its paces. It often reveals gaps — alternate logo versions, favicons, unexpected adaptations. And that’s healthy. If a brand works online, it works anywhere.
Exactement. Le processus de création web met le guide de marque à l'épreuve. Il révèle souvent des besoins nouveaux : versions alternatives de logo, favicons, déclinaisons inattendues. Mais c’est une bonne chose. Si une marque fonctionne sur le web, elle fonctionne partout.
A Vision for Cossette
The depth of expertise here was a huge draw. So was the opportunity to collaborate across disciplines. The best ideas happen at the intersection of craft and perspective.
My background in teaching taught me how to spot raw potential and help people push it further than they thought possible. My goal is simple: elevate the creative bar of our web practice and make Cossette a true reference in the space.