As the art director for ELLE Québec, producing fashion and beauty shoots, and designing the magazine’s 25th anniversary logo were highlights. When I joined the brand, my main goal was to elevate it to the same level as its European sister publications.
The ELLE brand navigates the fine line between accessible and aspirational. My approach to beauty stories was to bring an effortless and fresh feel to the pages—an aesthetic that would maintain the magazine’s authority and strong POV on beauty trends, but that would also resonate with readers.
IN YOUR FACE
A successful beauty editorial to me is when you can almost feel the makeup textures and smell the perfumes.
For artists portraits, I created a story through styling, hair & makeup, jewelry and lighting to help the subject get into a role. This shoot with Anne-Élisabeth Bossé was one of my favourites. Xavier Dolan liked it too, sharing the images on his Facebook page.
With so much free digital content available today, a reader should feel like they are investing in something special when they buy a magazine. With that in mind, I aimed to make every page convey artistry and design so stunning and inspiring that the reader would want to tear them out and pin them to their wall.
NOW AND THEN
For the magazine's 25th anniversary, I created a logo that paid homage to the heritage of the brand with a celebratory and contemporary spin.
Contributors: Michel Ostaszewski, Julie Artacho, Sabrina Deslauriers, Denis Desro, Martina Djogo