Non-pornographic Interactive Art Direction

and Product Design by Seb Tremblay

With a practice centered around lifting ideas that connect people, Seb Tremblay is a Montréal based freelance designer focused on interactive art direction and product design, with a knack for branding strategy. He has worked on projects for Reebok, Unity Technologies, Fiat-Chrysler, Cirque du Soleil, Moment Factory and more. With a practice centered around lifting ideas that connect people, Seb Tremblay is a Montréal based freelance designer focused on interactive art direction and product design, with a knack for branding strategy. He has worked on projects for Reebok, Unity Technologies, Fiat-Chrysler, Cirque du Soleil, Moment Factory and more.

Yula

Client: Self-initiated
Year: 2019

In 2017, I came in contact with natural wine and made the acquaintance of Samia Saleem, a design colleague at Unity Technologies, whom I got to inoculate with natural wine fever. A few months later, we came up with an idea: a wine startup, which ultimately, unfortunately didn’t come to fruiton. It was nevertheless a most exciting project in which I was leading naming strategy, brand strategy, art direction, product design & user experience.

Poised to be based in Los Angeles, I quickly came up with Yula as a brand name, inspired by the porte-manteau of Montreal’s and LA’s airport code. It had that bright friendly vibe and could easily be pronounced by anyone, while being unique enough to be memorable, so we adopted it.

It was a envisioned to become an umbrella brand to different projects aimed at reducing the distance between curious customers and skilled artisans with first idea, the eponym project, being a natural/low-intervention wine discovery and subscription service, but that required substantial market research and serious infrastructure, which is how I came up with Bottle Roulette.

We would print a small batch of cards with one-time access codes handwritten on each which would give you access to buying one of six limited wines that you could shuffle through.

Among other things, the access codes were to be artist names; the wines were to be described using whimsical haikus; the interface was to be very experimental. This was to be, at once, our market research, infrastructure draft and first brand introduction, literally actived through an experience product. We aimed at providing a radically different experience from existing wine commerces and to nurture a following from our upcoming brand.

The design followed a quirky brutalist direction, both on UX and UI, in order to keep the users on their toes and incite them to reconsider how to interact with this odd interface. Things like the secret access code cards, a random current meme appearing and boucing in the viewport to let them know users are also glancing at this limited quantity bottle or rugged design details were part of our intricate strategy to capture our core clientele in the wine market: people eager to discover new, finer things and be part of interesting things regardless of conventions.

Locketgo.com

Client: Locketgo
Year: 2018

Locketgo is a startup aiming to solve the issue of being stuck with your belongings when you are going at an outdoor festival. I was tasked with redesigning their identity and designing their new online app and website.

The new identity was to reflect a human touch and their youthful dynamism. The lock icon was kept to capitalize upon the existing brand equity but it was redesigned in a rugged-looking way to accompany the new wordmark which is based on the Replica typeface, a brutalist grotesque with key details included giving it a pragmatic touch.

Having gone through a few seasons of prototyping and field testing of the product and their services, they set course on developing a proprietary digitally connected locker designed to work in pair with a custom-made online app.

Building upon their already existing prototype, we refined the product flow and worked to achieve a very detailed experience in line with the values Locketgo aim to build recogniton for: playful, human & reliable. The result was an experience designed to be detailed all across the user’s journey that is both enjoyable and efficient.

Reebok.com

Client: Nurun
Year: 2016

During summer 2016, Nurun was tasked by Adidas to design Reebok.com’s mobile experience and to inspire refinements for their whole web ecosystem. Over the period of four months, we lead the effort in close collaboration with Adidas’ Amsterdam office, providing UX, UI and a refinement of their existing art direction.

The process was highly enhanced by basic web prototyping that we could fastly iterate on, hand-off with more precision to the development team and remove the friction often experience by the client caused by the gap between idea and execution.

Working as atomically as possible while designing, we established a thorough and extremely flexible design system that rationalized every component behavior and combination. While being on a limited scope, we exceeded the expected impact according to Adidas’ data findings after implementation.

Monopole

Client: Monopole
Year: 2018

Monopole is a café & buvette located in Montreal’s Old Port, a comforting oasis in a particularly business-centric part of this neighborhood. One year in their existence, they tapped me in to create a brand that would play on this contrasted monolithic homey feel.

The result was an identity system consisting of a wordmark that could stand alone or be paired up with a secondary statement, as well as accompanying icons. The wordmark itself is set using massive and wide typeface Monument, designed by Pangram Pangram (making this an all Montréal affair), chosen for its imminent character, to convey a sense of being hidden in plain sight, among buildings and businesses.

In addition to designing collateral material, I oversaw art direction of the photoshoot commissioned to photographer Mélissa Gamache. The series illustrates the different moods of Monopole throughout the day, showcasing the playful approach that is central to their philosophy.

Ardène

Client: Nurun
Year: 2016

In 2016, Ardene, one of fastest growing fast-fashion destination for young women in Canada, was gearing up to expand internationally and a key part of their strategy was upgrading their digital experience beyond to industry standard.

Once the plan to implement best-in-class UX practices was drafted, I was tasked to develop, enrich and embed the unique personality of the brand deep into the web experience, in addition to creating a stunning visual language.

In the end, we reached our objective: to build a rich & detailed experience on all pages. We wanted to treat every step of the online shopping journey thoughtfully to make sure the customers could enjoy the Ardene experience all throughout their journey.

STM Emplois

Client: Nurun
Year: 2018

The STM operates the second most heavily used urban mass transit system in Canada after the Toronto Transit Commission, and the third most heavily used rapid transit system in North America, after the New York City Subway and the Mexico City Metro. As such, they estimate that the refining and growth of their service will create thousands jobs within the next years.

Building up on Publicis’ media strategy, we formulated a mobile-first concept because the potential hires would be targeted through public transit. Enabling candidates to submit their application in a friction-less flow was essential.

Thanks to a well-oiled collaboration, perfectly assembled team and great relationship with the client, the project was imagined, designed and implemented in record time which is always a bliss to witness.

NewBambi, formally known as Visual Ruckus, is the 2016 onward portfolio of Seb Tremblay.
Get in touch.