A person walks along a beach under a large concrete bridge with a truck driving across it. The sky is cloudy, and the ocean is in the background.

PORTFOLIO

Creative direction at the intersection of story, structure, and instinct.

Brand Narrative
Editorial Strategy
Design Systems
Visual Culture

Client Work

  • Four geometric 3D shapes in a grid, each on a colorful background: a blue diamond-shaped polyhedron, a teal star-shaped object, a blue star-shaped object, and an orange polyhedron with a sphere in the center.

    Vuse

    Creative leadership for a regulated national portfolio, shaping brand, content, CX, and retail systems across digital and trade channels.

  • A poster on a brick wall advertising a lost bike, with a photograph of a white bicycle with a wicker basket, and contact information @niclaloux.

    Nicolas Laloux

    Content strategy for a heritage wine brand, relaunching social presence through playful storytelling, sponsored content, and online-offline engagement.

  • Cirque du Soleil

    Content direction for a sponsored digital portal turning the Alegría anniversary tour into a consumer experience.

  • Child jumping on a trampoline surrounded by colorful safety nets and trees.

    The Trekking Group

    Concept and creative system for an AI-assisted campaign, translating outdoor media into expressive social-first storytelling across park and digital channels.

  • A cityscape at sunset with a river running through it, multiple bridges crossing the river, and high-rise buildings on the right side of the image.

    700 River

    Creative direction for a narrative-led brand launch using film, event, and storytelling assets to frame a landmark development as a cultural destination.

  • Man in a black suit holding a microphone and a remote, speaking at a conference indoors with large windows in the background.

    BAT

    Corporate storytelling and internal communications frameworks translating business strategy into clear executive-facing narratives.

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What I Practice

Ideas that hold their shape, feel considered, and are grounded in the world they have to live in.

Creative Practice

  • Photography

    Observational photography shaped by light, rhythm, movement, and the small stories that happen in public.

    View Gallery

  • Writing

    Essays, notes, and narrative projects on creative work, attention, culture, and the ways ideas take shape.

    View Library
A man with gray hair and beard holding a beige coffee mug outdoors, standing near a tall modern office building with large windows and a partly cloudy sky in the background.

A good idea rarely loses its shape all at once. It gets stretched by reasonable requests, small compromises, and decisions that make sense in isolation. The work is to keep the centre visible.

Creative Direction & Storycrafting
Synden Hope-Johnston

Experience

Haus of Park

Youville Haussmann Park

Creative Director, Digital | Partner
2024-2026

Québecor Media

Creative Content Director
2021-2024

Narcity Media

Director, Digital Content Marketing
2016-2019

Director, Sponsored Content
2014-2016