Designer · Art Director
The horizontal beams were deliberately square edged to nod towards a machine screw.
Another motif but with three different expressions. That’s when the system started to feel more like a language rather than a stamp.
Learning it was actually a point of tension, I ended up threading that insight through the photography, the type setting, and symbol.
Designer Hayley Lim created a brand identity for Montreal-based Estelle Metalworks, drawing inspiration from the form and function of a machine screw. The system explores the tension between curves and edges through typography, photography, and motion, resulting in a cohesive yet flexible visual language. Collaborations with Raphael Ouellet, Charles Desmarais, and Eren Kapaklili helped bring the identity’s tactile and architectural qualities to life.
Baillat Studio created a bold and accessible brand identity for the Canadian Labour Congress 2023 Convention in Montréal. The design uses geometric forms, vibrant colors, and the Funktional Grotesk typeface to symbolize progress and unity. The system’s modularity and clarity reflect the event’s theme of ‘Lifting Everyone Up.’
The article profiles Montreal-based designer Hayley Lim’s identity for StillBitter Lemonade Co., a brand inspired by personal experiences of heartbreak and resilience. The project combines bold typography, candid photography, and a philanthropic mission, with proceeds from its Lemon-Aid launch event supporting women’s shelters. The design uses Faust and Oldschool Grotesk typefaces to express emotional contrast and empowerment.