“This insight gave way to a campaign that anchored the brand’s entrance into New York City,” Justin explains. While not everything is made in Canada, Wedge identified that all of EQ3’s products are “Made in Consideration” – of people, the planet, and of your space – and are distinctly Canadian through an attitude, not an aesthetic. “We believe inspiration can come from a variety of unexpected places and so we apply this curiosity in our process.”Ī recent project saw the studio evolving the brand of Canadian furniture company EQ3.
“We call our research phase ‘Cultural Foraging’, inspired by René Redzepi, co-owner of Copenhagen-based two-Michelin star Noma, who forages for special ingredients in the forest and experiments with them,” Sarah elaborates. It’s important for the studio, however, that each project looks different to the last that it responds solely to the brief at hand. Typography and photography, in particular, are executed to a high level, leading the image of many of the brands the studio works with. While Justin describes how the studio’s work isn’t “defined by an aesthetic”, there is definitely a Wedge touch: “Use of colour, sensitivity to detail, a sense of familiarity in that, even if it’s new, it somehow feels natural.” In turn these elements lend Wedge’s portfolio a certain finesse, a slickness that permeates all of its projects. The studio works across myriad projects, but its primary outputs are identities, packaging, products and objects, and campaigns. “When Sarah and I combined our different skills, something interesting happened,” Justin says.
Wedge is a creative studio based in Montréal, spearheaded by Justin Lortie and Sarah Di Domenico, which brings together “the care of an intimate design studio but with the output of a large scale agency.” It’s a specific practice borne from Justin and Sarah’s backgrounds in graphic design and advertising, respectively.
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