L’B began over 15 years ago during my freelance days, while I was scanning countless ultrasound negatives for a company. Fresh out of advertising school, I was always advocating for the importance of having a strong personal identity. As a designer, I couldn’t afford to say no to any opportunity—I needed to keep creating to discover who I was and who I wanted to be as an artist and designer. But eventually, I felt like I was plagiarizing my own work; everything started to look the same to me.

It was around this time that I stumbled upon the concept of Phenomenology, the idea of allowing things to manifest themselves. This exploration led to the birth of L’B, a character created to stimulate curiosity. During a heated discussion at OCAD, someone referred to God as an unattainable version of oneself, and that’s when I envisioned L’B as my cooler, unreachable alter ego. I embraced the reactions and interpretations of others when they encountered L’B, recognizing that their responses often reflected their own psyche.

Looking back, I didn’t initially take credit for the idea of L’B, but I nurtured it until it became central to my life. L’B evolved from a paper decal on a street corner to a seal in our lawyer’s office. He’s become more than just a brand; he’s my life compass, a constant reminder of where I came from and who I strive to be.

Almost every project here embodies that core principle: turning visuals into something tangible, with simple design at the foundation. Under our roof, no one is just a one-off; even if all you have is a single idea, it’s a starting point. If experience has taught us anything, it’s that we all begin with one. The best-designed logo is often the one that endures, and so many humble beginnings could be so fortunate.