It could be argued that great design goes unnoticed by consumers.

For most end users, a website simply needs to work, or a print ad simply needs to communicate a message. But for LG2, design is a guiding principle that informs everything the shop does.

“We believe in our expertise,” says the indie agency’s partner and CEO, Claude Auchu. “So often, design has been a subsidiary of agencies. But at LG2, design is part of our core offering – it’s not an afterthought.”

LG2’s work begins and ends with strategy. “Design is inherently a strategic pursuit, and we look to strategy that has cultural insights,” says Ryan Crouchman, partner, VP and ECD. “We follow a roadmap and then bring it to life.”

That roadmap includes a 50-person strategy team that deploys social listening, research, testing, interviews and focus groups. “Nothing is built from a whiteboard,” says Auchu. “We work from detailed information and insights.”

Adds Crouchman: “Design connects on an emotional level, it’s almost subconscious. Leading with strategy, we begin from rational thinking and end somewhere that really connects with people. The two ends of that spectrum are important – design isn’t just decoration.”

The agency’s approach was apparent in its redesign of the Canadian Space Agency’s (CSA) branding this year. Recognizing that its previous logo lacked clarity and connection to Canadian identity, LG2’s approach was to position the CSA as a global leader, while ensuring that there’d be no mistaking where the space agency proudly hailed from. It took a Canadian icon only second to Celine Dion – the maple leaf – and featured it prominently alongside three stars symbolizing space, intelligence and community strength.

“While the work needs to be relevant, it shouldn’t be temporary,” says Crouchman of creating sustainable branding. “That’s an irresponsible approach. When you’re designing for a brand, you’re creating something that needs to last for a long time and resonate with lots of different people.”