Martha, a Montreal-based design studio founded on friendship, has been making waves in the branding world with its human-centered approach to visual identity design. Launched in January 2024, the studio represents the creative collaboration between designers Guillaume Lavallée and Ariane Leblanc, whose contrasting backgrounds have merged to create a unique design philosophy that prioritizes authentic human connection in every project.
The duo brings complementary expertise to their partnership. Guillaume is a self-taught graphic designer with over a decade of experience developing dynamic brand identities, having previously founded and led the design studio Demande Spéciale for five years starting in 2017. Meanwhile, Ariane followed her Bachelor's degree in graphic design from Central Saint Martins with experience in the fashion industry, including a stint at renowned fashion house Vivienne Westwood. Both designers have worked for various successful studios and agencies throughout their careers before embarking on this new collaborative venture.
Since its launch, Martha has experienced rapid growth, expanding into a growing team and already occupying two different office spaces in Montreal. The studio has built an impressive portfolio working with high-profile clients across diverse industries. Their client roster includes major companies such as Notion, AI company Ada, fashion brand Sheertex, and non-profit organizations like Greenpeace Canada. The breadth of their work demonstrates their versatility and cross-industry appeal.
"Our work spans across industries: food, AI, culture, architecture and beyond. What connects it all is a human sensibility, a desire to make creative work that feels alive," explains Ariane, highlighting the studio's core philosophy. This human-centered approach sets Martha apart in the competitive design landscape, where technical proficiency often overshadows emotional connection.
Typography serves as a cornerstone of Martha's design approach, with the duo's beautifully art-directed work carefully considering typeface selection for maximum impact. This typographic focus was evident from the studio's soft launch on Instagram last year, which prominently featured type-focused content. Even their own visual identity showcases this expertise, featuring a distinctive logo designed as a staircase of letterforms that visitors can discover by scrolling to the bottom of their website homepage.
The studio's portfolio demonstrates remarkable range and creativity across multiple sectors. Notable projects include a movie poster for "Best Boy" by Jesse Noah Klein, brand identity work for Foil Gallery, website and poster design for Printemps du MAC, activation materials for Greenpeace, a complete rebrand for AI company Ada, boxed non-alcoholic wine design for Proxies, and a brand refresh for Sheertex. Each project reflects Martha's commitment to creating work that resonates on a human level while maintaining high aesthetic standards.
While beautiful typography remains a central focus and talent of the studio, Martha's founders emphasize that their true strength lies in how their work connects with viewers. The fact that the studio was founded on friendship remains a core aspect of all their creative output, influencing both their internal culture and client relationships. This foundational principle shapes every aspect of their practice, from initial client consultations to final deliverables.
"We believe all design is relational," concludes Guillaume, articulating the studio's philosophy. "To us, relational is defined in a few ways: how the design relates to people, and the world, but more importantly the relationships behind the work." This perspective positions Martha as more than just a design service provider, but as a creative partner invested in building meaningful connections through visual communication. As the studio continues to grow and take on new challenges, their commitment to human-centered design promises to set new standards in the branding industry.
