I am passionate about design and the arts in all its forms, with extensive experience in 360 branding for many major brands. Creativity, rigor, leadership, attention to detail, and strategic vision are among my strengths. I always approach each project with passion, joy, and dedication, aiming to meet the different needs of brands and make them shine. I am a team player who enjoys collaborating with others and am committed to delivering design solutions that truly stand out. Whether working on brand identity, editorial design, packaging, or creative direction, I bring enthusiasm and professionalism to every project.

Genevieve Lapointe

I am passionate about design and the arts in all its forms, with extensive experience in 360 branding for many major brands. Creativity, rigor, leadership, attention to detail, and strategic vision are among my strengths. I always approach each project with passion, joy, and dedication, aiming to meet the different needs of brands and make them shine. I am a team player who enjoys collaborating with others and am committed to delivering design solutions that truly stand out. Whether working on brand identity, editorial design, packaging, or creative direction, I bring enthusiasm and professionalism to every project.

Available to hire

I am passionate about design and the arts in all its forms, with extensive experience in 360 branding for many major brands. Creativity, rigor, leadership, attention to detail, and strategic vision are among my strengths. I always approach each project with passion, joy, and dedication, aiming to meet the different needs of brands and make them shine.

I am a team player who enjoys collaborating with others and am committed to delivering design solutions that truly stand out. Whether working on brand identity, editorial design, packaging, or creative direction, I bring enthusiasm and professionalism to every project.

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Language

French
Fluent
English
Advanced

Work Experience

Freelancing at Self-employed
January 1, 2009 - June 6, 2024
Providing art direction and graphic design services for various clients including Well Told Health, Zoetis, Elanco, I Musici, Sobey’s, La Presse, Lowe Roche, and many others.
Art Director at STAND MTL Collective
January 1, 2015 - June 6, 2024
Creative and art direction for multiple brands such as Liberté Yogurt (Canada, Norway, Australia), Yoplait (Canada, France, China), General Mills, MTY Group (multiple brands), Haagen Dazs, and others. Responsibilities include brand creative direction, graphic design, and campaign execution.
Art Director at Groupe Serdy
January 1, 2009 - December 31, 2018
Creation and art direction of the brand Zeste, a TV channel including 360-degree branding, as well as art direction and graphic design for Zeste magazine.
Art Director at Nolin BBDO Agency
January 1, 2007 - December 31, 2009
Creation direction, art direction and graphic design for clients such as Fédération des producteurs de lait du Québec, Energir, V télé, Cascades, Molson, Bombardier, and Cogeco.
Art Director at Cabana Séguin Agency
January 1, 2006 - December 31, 2007
Art direction and graphic design for Groupe Jean Coutu, L’Oréal Paris, Browns Shoes, Marie Saint-Pierre, Holt Renfrew, Montreal Airports, Trudeau Group, Salvation Army.
Art Director at Orfé Design Studio
January 1, 2004 - December 31, 2006
Art direction and graphic design for Kirkland Center, Casino Montreal, Europe’s Best, Lelarge Group, Moishes Restaurant, Ureka.
Art Director at Mexx Canada Retail
January 1, 2000 - December 31, 2004
Art direction and graphic design for Mexx brands including Mexx Kids, XX by Mexx and Mexx Sport. Responsibilities included art direction, showcase, instore concepts, packaging, and advertising campaigns.
Art Director at Reitmans RW&CO. Retail
January 1, 1998 - December 31, 2000
Creation of the brand RW&CO., art direction and graphic design for showcase, instore concepts, packaging, and advertising campaigns.
Freelance Art Director / Graphic Designer at Self-employed
January 1, 2009 - June 20, 2024
Providing art direction and graphic design services for a wide range of clients including Well Told Health, Zoetis, Elanco, I Musici, Compétences Québec, Sobey’s, Sustana Papers, La Presse, Lowe Roche, and more. Work involves brand identity, packaging, editorial design, and 360 brand deployment across various sectors.
Art Director / Graphic Designer at STAND MTL Collective
January 1, 2015 - June 20, 2024
Responsibilities included creation direction, art direction, and graphic design. Clients included Liberté Yogurt (Canada/Norvegia/Australia), Yoplait (Canada/France/China), General Mills, MTY Group brands, Haagen Dazs, McKee Wallwork, First Choice, Robin Group, HEC, Lucky Farmer.
Art Director / Graphic Designer at Groupe Serdy
January 1, 2009 - December 31, 2018
Creation of the brand Zeste, TV channel (branding 360). Art direction and graphic design for Zeste magazine.
Creation Director / Art Director / Graphic Designer at Nolin BBDO Agency
January 1, 2007 - December 31, 2009
Managed art direction, creation direction, and graphic design for clients such as Fédération des producteurs de lait du Québec (Le Lait, La Crème, Fromages d’ici), Energir, V télé, 80 ruelle de l’avenir, Cascades, Molson, Bombardier, and Cogeco.
Art Director / Graphic Designer at Cabana Séguin Agency
January 1, 2006 - December 31, 2007
Responsible for art direction and graphic design for clients like Groupe Jean Coutu, L’Oréal Paris, Browns Shoes, Marie Saint-Pierre, Holt Renfrew, Montreal Airports, Trudeau Group, and Salvation Army.
Art Director / Graphic Designer at Orfé Design Studio
January 1, 2004 - December 31, 2006
Art direction and graphic design for clients including Kirkland Center, Casino Montreal, Europe’s Best, Lelarge Group, Moishes Restaurant, Ureka.
Art Director / Graphic Designer at Mexx Canada Retail
January 1, 2000 - December 31, 2004
Art direction and graphic design for Mexx, Mexx Kids, XX by Mexx, and Mexx Sport. Tasks included showcase designs, instore concepts, packaging, and advertising campaigns.
Art Director / Graphic Designer at Reitmans RW&CO. Retail
January 1, 1998 - December 31, 2000
Creation of the brand RW&CO., art direction and graphic design, showcase, instore concepts, packaging, advertising campaigns.
Freelancing at Self-employed
January 1, 2009 - June 18, 2024
Providing art direction and graphic design services for a variety of clients including Well Told Health, Zoetis, Elanco, I Musici, Compétences Québec, Sobey’s, Sustana Papers, La Presse, and many others. Specialized in 360 branding, editorial, and packaging design with a focus on creativity, leadership, and strategic vision.
Creation Direction, Art Direction, Graphic Design at Stand MTL Collective
January 1, 2015 - June 18, 2024
Responsible for creation direction, art direction, and graphic design for brands such as Liberté Yogurt (Canada/Norway/Australia), Yoplait (Canada/France/China), General Mills, MTY Group, Haagen Dazs, McKee Wallwork, First Choice, Robin Group, HEC, and Lucky Farmer.
Art Direction, Graphic Design at Groupe Serdy
January 1, 2009 - December 31, 2018
Created the brand Zeste for a TV channel with 360 branding and art direction and graphic design for Zeste magazine.
Creation Direction, Art Direction, Graphic Design at Nolin BBDO Agency
January 1, 2007 - December 31, 2009
Worked on creation direction, art direction, and graphic design for clients including Fédération des producteurs de lait du Québec, Energir, V télé, Cascades, Molson, Bombardier, and Cogeco.
Art Direction, Graphic Design at Cabana Séguin Agency
January 1, 2006 - December 31, 2007
Provided art direction and graphic design for Groupe Jean Coutu, L’Oréal Paris, Browns Shoes, Marie Saint-Pierre, Holt Renfrew, Montreal Airports, Trudeau Group, and Salvation Army.
Art Direction, Graphic Design at Orfé Design Studio
January 1, 2004 - December 31, 2006
Managed art direction and graphic design projects for Kirkland Center, Casino Montreal, Europe’s Best, Lelarge Group, Moishes Restaurant, and Ureka.
Art Direction, Graphic Design at Mexx Canada Retail
January 1, 2000 - December 31, 2004
Directed art and graphic design for Mexx brands including Mexx Kids, XX by Mexx, and Mexx Sport, handling showcase, instore concepts, packaging, and advertising campaigns.
Art Direction, Graphic Design at Reitmans RW&CO. Retail
January 1, 1998 - December 31, 2000
Created the brand RW&CO., managing art direction and graphic design including showcase, instore concepts, packaging, and advertising campaigns.
Freelancing at Self-employed
January 1, 2009 - June 10, 2024
Performed art direction and graphic design for a variety of clients, including Well Told Health, Zoetis, Elanco, I Musici, Compétences Québec, Sobey’s, Sustana Papers, La Presse, Lowe Roche, Rain 43, Bazooka Design, Stemz, Coup de Pouce, Silverwax, Sico, Naya, Terra Nova, Amuse, TVA publications, Ricardo Média Inc, La Fondation du CHUM, Spafax, L’instant Même, Optimum Talent, Lymphoma Canada, Butler.
Creation Direction / Art Direction / Graphic Design at STAND MTL Collective
January 1, 2015 - June 10, 2024
Led creation direction, art direction, and graphic design projects for clients such as Liberté Yogurt (Canada, Norway, Australia), Yoplait (Canada, France, China), General Mills (cereals, snacks), MTY Group (multiple restaurants and brands), Haagen Dazs, McKee Wallwork, First Choice, Robin Group, HEC, Lucky Farmer.
Art Direction / Graphic Design at Groupe Serdy
January 1, 2009 - December 31, 2018
Created the brand identity for the Zeste TV channel (360° branding) and provided art direction and graphic design for Zeste magazine.
Creation Direction / Art Direction / Graphic Design at Nolin BBDO Agency
January 1, 2007 - December 31, 2009
Delivered creation direction, art direction, and graphic design for clients including Fédération des producteurs de lait du Québec (Le Lait, La Crème, Fromages d’ici), Energir, V télé, 80 Ruelle de l’avenir, Cascades, Molson, Bombardier, Cogeco.
Art Direction / Graphic Design at Cabana Séguin Agency
January 1, 2006 - December 31, 2007
Provided art direction and graphic design for Groupe Jean Coutu, L’Oréal Paris, Browns Shoes, Marie Saint-Pierre, Holt Renfrew, Montreal Airports, Trudeau Group, Salvation Army.
Art Direction / Graphic Design at Orfé Design Studio
January 1, 2004 - December 31, 2006
Delivered art direction and graphic design services for Kirkland Center, Casino Montreal, Europe’s Best, Lelarge Group, Moishes Restaurant, Ureka.
Art Direction / Graphic Design at Mexx Canada
January 1, 2000 - December 31, 2004
Managed art direction and graphic design for Mexx brands including Mexx Kids, XX by Mexx, and Mexx Sport. Responsibilities included showcase design, instore concepts, packaging, and advertising campaigns.
Art Direction / Graphic Design at Reitmans RW&CO.
January 1, 1998 - December 31, 2000
Created the brand RW&CO., handling art direction and graphic design including showcase design, instore concepts, packaging, and advertising campaigns.
Freelance Art Director / Graphic Designer at Self-employed
January 1, 2009 - June 7, 2024
Providing art direction and graphic design services to various clients including Well Told Health, Zoetis, Elanco, I Musici, Compétences Québec, Sobey’s, Sustana Papers, La Presse, Lowe Roche, Rain 43, Bazooka Design, Stemz, Coup de Pouce, Silverwax, Sico, Naya, Terra Nova, Amuse, TVA publications, Ricardo Média Inc, La Fondation du CHUM, Spafax, L’instant Même, Optimum Talent, Lymphoma Canada, and Butler. Focused on delivering creative design solutions across different brand needs.
Creation Director / Art Director / Graphic Designer at STAND MTL
January 1, 2015 - June 7, 2024
Responsible for creation direction, art direction, and graphic design for clients such as Liberté Yogurt (Canada/Norvegia/Australia), Yoplait (Canada/France/China), General Mills, MTY Group (various brands), Haagen Dazs, McKee Wallwork, First Choice, Robin Group, HEC, Lucky Farmer, delivering cohesive branding and design projects.
Art Director / Graphic Designer at GROUPE SERDY
January 1, 2009 - December 31, 2018
Created the brand Zeste, a TV channel (360 branding) and provided art direction and graphic design for Zeste magazine.
Creation Director / Art Director / Graphic Designer at NOLIN BBDO
January 1, 2007 - December 31, 2009
Worked on creation direction, art direction, and graphic design for clients including Fédération des producteurs de lait du Québec, Energir, V télé, 80 ruelle de l’avenir, Cascades, Molson, Bombardier, and Cogeco.
Art Director / Graphic Designer at CABANA SÉGUIN
January 1, 2006 - December 31, 2007
Provided art direction and graphic design services for Groupe Jean Coutu, L’Oréal Paris, Browns Shoes, Marie Saint-Pierre, Holt Renfrew, Montreal Airports, Trudeau Group, and Salvation Army.
Art Director / Graphic Designer at ORFÉ DESIGN Studio
January 1, 2004 - December 31, 2006
Delivered art direction and graphic design for clients including Kirkland Center, Casino Montreal, Europe’s Best, Lelarge Group, Moishes Restaurant, and Ureka.
Art Director / Graphic Designer at MEXX CANADA Retail
January 1, 2000 - December 31, 2004
Led art direction and graphic design including showcase, instore concepts, packaging, and advertising campaigns for Mexx, Mexx Kids, XX by Mexx, and Mexx Sport.
Art Director / Graphic Designer at REITMANS RW&CO. Retail
January 1, 1998 - December 31, 2000
Created the brand RW&CO., including art direction and graphic design for showcase, instore concepts, packaging, and advertising campaigns.
Freelancing at Self-employed
January 1, 2009 - June 7, 2024
Provision of art direction and graphic design services for various clients including Well Told Health, Zoetis, Elanco, I Musici, and many others. Responsibilities include creative direction and delivering design solutions for brands across multiple industries.
Art Direction, Graphic Design at Stand MTL Collective
January 1, 2015 - June 7, 2024
Creating and directing art for diverse client campaigns, including branding and packaging for Liberté Yogurt (Canada/Norvegia/Australia), Yoplait, General Mills cereals and snacks, MTY Group restaurants, Haagen Dazs, and others. Responsible for creative direction and graphic design within an agency collective environment.
Art Direction, Graphic Design at Groupe Serdy
January 1, 2009 - December 31, 2018
Creation and art direction of the Zeste brand, a TV channel with comprehensive 360 branding. Art direction and graphic design for Zeste magazine, delivering editorial and brand experience.
Creation Direction, Art Direction, Graphic Design at Nolin BBDO Agency
January 1, 2007 - December 31, 2009
Directed creative and artistic projects for key clients including Fédération des producteurs de lait du Québec, Energir, V télé, Cascades, Molson, Bombardier, and Cogeco, providing brand development, advertising, and graphic design services.
Art Direction, Graphic Design at Cabana Séguin Agency
January 1, 2006 - December 31, 2007
Developed art direction and graphic design for clients like Groupe Jean Coutu, L’Oréal Paris, Browns Shoes, Marie Saint-Pierre, Holt Renfrew, Montreal Airports, Trudeau Group, and Salvation Army. Focused on creating strong visual identities and advertising materials.
Art Direction, Graphic Design at Orfé Design Studio
January 1, 2004 - December 31, 2006
Provided art direction and graphic design for clients such as Kirkland Center, Casino Montreal, Europe’s Best, Lelarge Group, Moishes Restaurant, and Ureka, enhancing brand visuals and promotional materials.
Art Direction, Graphic Design at Mexx Canada
January 1, 2000 - December 31, 2004
Responsible for art direction and graphic design including showcase, instore concepts, packaging, and advertising campaigns for Mexx retail brands including Mexx, Mexx Kids, XX by Mexx, and Mexx Sport.
Art Direction, Graphic Design at Reitmans RW&CO.
January 1, 1998 - December 31, 2000
Led creation of the RW&CO. brand including art direction and graphic design for showcases, instore concepts, packaging, and advertising campaigns in retail.
Freelancing at Self-employed
January 1, 2009 - June 6, 2024
Provided art direction and graphic design services for a wide range of clients including Well Told Health, Zoetis, Elanco, I Musici, Compétences Québec, Sobey’s, Sustana Papers, La Presse, Lowe Roche, Rain 43, Bazooka Design, Stemz, Coup de Pouce, Silverwax, Sico, Naya, Terra Nova, Amuse, TVA publications, Ricardo Média Inc, La Fondation du CHUM, Spafax, L’instant Même, Optimum Talent, Lymphoma Canada, Butler. Focused on delivering creative solutions across branding and design disciplines.
Art Direction and Graphic Design at STAND MTL
January 1, 2015 - June 6, 2024
Led creation direction, art direction and graphic design for Liberté Yogurt (Canada/Norvegia/Australia), Yoplait (Canada/France/China), General Mills (cereals, snacks), MTY Group (multiple restaurant brands), Haagen Dazs, McKee Wallwork, First Choice, Robin Group, HEC, Lucky Farmer. Managed brand campaigns and creative projects across various markets.
Art Director and Graphic Designer at Groupe Serdy
January 1, 2009 - December 31, 2018
Created the brand identity for Zeste TV channel (branding 360) and contributed to art direction and graphic design for Zeste magazine.
Creation Direction, Art Direction, Graphic Design at Nolin BBDO
January 1, 2007 - December 31, 2009
Provided creative direction, art direction, and graphic design services for clients such as Fédération des producteurs de lait du Québec, Energir, V télé, 80 ruelle de l’avenir, Cascades, Molson, Bombardier, and Cogeco.
Art Direction and Graphic Design at Cabana Séguin
January 1, 2006 - December 31, 2007
Delivered art direction and graphic design for Groupe Jean Coutu, L’Oréal Paris, Browns Shoes, Marie Saint-Pierre, Holt Renfrew, Montreal Airports, Trudeau Group, Salvation Army.
Art Direction and Graphic Design at Orfé Design Studio
January 1, 2004 - December 31, 2006
Worked on art direction and graphic design projects for Kirkland Center, Casino Montreal, Europe’s Best, Lelarge Group, Moishes Restaurant, Ureka.
Art Direction and Graphic Design at Mexx Canada
January 1, 2000 - December 31, 2004
Handled art direction and graphic design including showcase, instore concepts, packaging, and advertising campaigns for Mexx, Mexx Kids, XX by Mexx, and Mexx Sport.
Art Direction and Graphic Design at Reitmans RW&CO.
January 1, 1998 - December 31, 2000
Created the brand RW&CO., managed art direction and graphic design, developed showcase and instore concepts, packaging, and advertising campaigns.

Education

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Qualifications

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Industry Experience

Consumer Goods, Retail, Media & Entertainment, Professional Services, Non-Profit Organization, Healthcare