The Brand Identity’s interview, presented by Brandpad, explores how to make branding 'not boring' through insights from Montreal’s Wedge and Oslo’s Heydays. Founders Justin Lortie and Lars Kjelsnes discuss the balance between systemisation and spontaneity, authenticity, and risk-taking in brand design. They reference projects for EQ3 and Limón to illustrate how structure and playfulness can coexist in effective branding.
The Brand Identity interviews Montréal-based studio Wedge about their philosophy of creating brand identities that surpass trends and connect emotionally. The studio discusses its collaborative culture, sustainable design values, and notable projects such as EQ3’s brand refresh and work for Menaud and Drav. They also reveal upcoming projects including a visual identity for Gender Creative Kids and their experimental platform Wedge World.
