The Work that Made Me: Jacques de Varennes
After an immensely successful career, starting all the way back in 1984, partner and vice-president, design at the Québec City office of LG2, Jacques de Varennes, is gracefully bowing out into a well-earned retirement.
Having brought his vision of branding to the agency’s practice, the challenge of the work has constantly motivated him to sharpen his craft throughout his career, leading to big ideas, and even bigger results. With defining achievements including work for the Québec government, Québec International, the Port of Québec, the Réseau de transport de la Capitale (RTC), the SAAQ, Université Laval, Familiprix, Canac, Chocolats Favoris, Brasserie Farnham Ale & Lager, Boréale, 3E Events, the SSQ and La Capitale (Beneva), Jacques’ signature flair and sense of style has led to the cultivation of an immense portfolio.
So, to cap things off, Jacques spoke to LBB, discussing his favourite pieces from a long and storied career.
The ad/music video from my childhood that stays with me…
Jacques> When I was little, I used to watch the train go by and copy the CN Rail logo. It fascinated me. Also, the first time I saw the Quebec Nordiques, they were playing the Hartford Whalers (two former NHL teams). The Whalers' logo really made an impression on me, and as soon as I got home, I tried to redesign it!
I've also always had a fascination for vinyl sleeves. Genesis's 'Selling England by the Pound', Yes' 'Fragile' and Klaus Schulze's 'Timewind' all captured my attention.
The creative work that I keep revisiting…
David Lynch is a constant inspiration for me; his difference, his way of creating. When he makes a film, you can interpret it in a thousand ways. Graphically, the images in his films are almost like photography.
Peter Saville is also a designer who inspires me a lot. A graphic designer from Manchester, England, he did all the covers for Factory Records, and for musical groups I adore: New Order, Ultra Vox, and Joy Division to name a few.
My first professional project…
A jam jar in 1986. The design is still pretty much the same today! I don't think it's so beautiful anymore, but it still makes me laugh when I come across it in the grocery store.
The piece of work that made me so angry that I vowed to never make anything like *that*…
As designers, we analyze everything we see. At the grocery store, on the road, on vacation, and so on. Some things are more visible than others, like events. Specifically, the Paris 2024 Olympics have a design that lacks refinement. I don't understand why, for such an important event, no one has given major importance to its visual platform. There's nothing Olympic about it!
The piece of work that still makes me jealous…
I'm envious of old logos that stand the test of time. Very simple, effective images. I'm thinking of CN Rail, Hydro-Québec, FedEx, Shell, and Vancouver Canucks (I love hockey!).
The creative project that changed my career…
I was going to be an illustrator. I did a project for a sound studio called Trame, by chance, and it won awards. That's how I became a graphic designer. This project was entrusted to me by Paul Gauthier, a person I would later meet again and co-found LG2’s Quebec City office with.
The work that I’m proudest of…
I mentioned this in my other interview, but there’s a lot to pull from in 40 years! Recently, my team worked on the visual identity of Le Diamant theatre, a cultural venue located in Old Québec. Working alongside Robert Lepage, one of Canada’s greatest playwrights, actors, and directors, was a highlight for me.
I also loved our work with the Farnham Ale & Lager microbrewery. Without us realising it at the time, our idea of putting the IBU bitterness measurement code forward in the design set a new standard for microbreweries across the country.
Beneva, a new Canada-wide brand resulting from the merger of two of the country's insurance giants, really showcases LG2’s many areas of expertise and how we collaborate in so many ways. This was a major project that brought together the strategy, advertising, digital experience and branding and design teams.
I'm also particularly fond of the work we did some ten years ago for Chocolats Favoris, a chocolatier based in Quebec City. Our work enabled the brand to grow, opening new branches across Quebec, Ontario and British Columbia.
I was involved in this and it makes me cringe…
Of course, agencies are service companies. We work for others. However, that doesn't mean I'm not sad when a brand dies - it always makes me sad when a brand disappears.
In the '90s, I branded a major junior field hockey team, the Beauport Harfangs. It was said to be the most beautiful jersey in the Canadian junior league, then a few years later, the team was defunct.
The recent project I was involved in that excited me the most…
Two local projects have been motivating me a lot lately.
The first is Ashton, a well-known restaurant chain in Quebec for its famous poutines. LG2 was commissioned to rebrand this flagship, and through architecture, advertising, strategy, branding and design, the team produced a most impressive result. A clever blend of retro and modern. And not to mention the typography!
The other is Microbrasserie de la Madawaska, a very small microbrewery. But the storytelling, typography and colours caught people's eyes. It's been shared and published all over the world, and we've won a lot of awards.
This leads me to say that there are no small projects with good design. You have to ask the right questions to come up with the best solution. That way, we can cross borders and inspire people everywhere.
