Sid Lee | LA, NY, PAR, TO, MTL, SEA, LDN

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Collection N°1

CRAFTING AN UNCOMMON FUTURE

Since our inception in 1993, we've broken the ordinary, rethinking how brands connect at the intersection of craft, culture and innovation.

We don’t follow change, we shape it. By challenging what’s expected, we create work that defines what’s next not just for brands, but for the world they move in.

For the Villeneuve family

A Legend Reborn

Legends never die. They just get a rebrand. We captured the fearless spirit of Gilles Villeneuve, crafting a brand experience to ensure his story never crosses the finish line.

For Rona

Quebec DIY terms, now searchable at RONA

Quebecers hit a language wall when searching RONA’s site. The DIYictionary added 225+ regional terms, making DIY searchable in the language people actually speak. Problem solved.

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Our work

Collection N°2

ARCHITECTS OF AI AND INNOVATION

We build what’s next. As architects of ideas, culture, and creativity, we use innovation to flip the expected, not just make noise. New tools, fresh thinking, and uncommon moves: that’s how we turn bold ideas into real impact.

By Jean-François Lavigne

Branding in the Age of AI Agents

As AI mediates your customers’ choices, the brands that stand out will be the ones that turn interactions into living signatures. You get there by being creative at the edges—trying things, learning quickly, and scaling the patterns that resonate.

For IGA

Hockey stars revealed as 3D avatars

We turned Bell Centre’s guessing game into a stadium-sized spectacle, bringing hockey stars to life as playful IGA avatars that fans can instantly recognize.

For Loto-Québec

Lottery and casino, finally together

What used to be two separate worlds is now a single, seamless destination—giving Quebecers safe, instant access to every game, every draw, every win, all in one place.

FOR LA FONDATION CHARLES BRUNEAU AND IGA

Tattoos and games, created by kids, inspire giving

We built Tough Cookies with kids who beat cancer, turning their art into video games and tattoos that families can play and share. Every year, new characters and stories keep donations personal, playful, and proof that creativity and resilience can inspire real change.

FOR Rock the Vote

GAMIFIYING THE ELECTORAL PROCESS

Build the Vote is an educational voting experience that helps first-time voters and future voters learn more about the electoral process in a world they know and understand: Minecraft.

POUR TFO

TFO.ORG

We teamed up with TFO to launch TFO.org, a fresh, ad-free streaming hub packed with 5,000+ French shows. In just six weeks, we built a smooth, easy-to-use platform that brings Francophone stories and learning to everyone, everywhere.

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Our work

Collection N°3

CULTURE SHAPING WORK

By tapping into what moves people, we build bold, authentic stories that spark conversations, shift perceptions, and bring communities together.

FOR The Montreal Canadiens

The Original One

The Montreal Canadiens are hockey OGs, older than the NHL itself. But the old playbook won’t cut it. This is a new story about individuality, self-expression, and the city’s spirit that connects every generation: OG1.

FOR The Toronto Raptors

#WETHENORTH

We transformed the Raptors into a cultural powerhouse rooted deep in the city’s streets. The rebrand parked old stereotypes, amplified Toronto’s basketball heartbeat, and united fans across Canada like never before.

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Our work

Collection N°4