When you ask Clause Auchu, partner and CEO of lg2, what business he is in, he pauses to consider the question. It’s not as straightforward as it sounds, because what began in 1991 as an ad agency is now a creative enterprise that defies traditional classification.

So in an effort to capture the nature of his business in a few words, he offers three answers: “We’re in the business of progress. We’re in the business of sustainable growth, powered by creativity.” And then, “We are in the brand experience business.”

While this may seem like an indecisive response, there is logic to it. It used to be that, to an agency, everything looked like an ad. “[But] nowadays, a brand experience is multidimensional. It is built in layers, and we must be prepared to respond to any and all of them.” In such a multilayered universe, sustainable growth means being multidisciplinary. So, yes, lg2 does advertising. But it also does architecture, product and service innovation, UX/UI, graphic design, and business consulting.

Today, lg2 has a Digital Experience group that consists of more than 40 UX and UI specialists who, as the “engine,” work across all departments from architecture to production. According to the shop, its digital experts work in tandem with the strategy team and design talent to “turn great ideas into irresistibly engaging experiences,” from installations to mobile apps.

Some of lg2’s most awards campaigns form the last year are products of this collaborative design-meets-digital process, and include the “Living Radars” and “The Crossing Fence” stunts for SAAQ and the “Hydro Express” interactive gondola for Hydro Quebec.

Another way in which lg2 is demonstrating its commitment to its sustainable growth is with its recent move to Technopôle Angus, the first diversified green neighbourhood in Quebec. All the buildings in this east Montréal neighbourhood, including lg2’s new headquarters, will be LEEDS ND platinum certified, complete with accessible public transit, bike paths, a BIXI station and EV charging hubs.