Lionel has always been an entrepreneur. Just two years after graduating from OCAD, and after one position as art director at Zand Advertising, Lionel started his own shop, Insync Creative. In just a few years, Insync attracted a significant roster of clients to the point where it was acquired by an ad agency, enabling a one-year sabbatical in Italy to travel and paint. Lionel then went on to co-found Fireworks Creative and Context Creative.
Today, clients of Context Creative recognize Lionel’s passion for the impact that design thinking can make in building businesses and differentiating brands in a world that is rapidly commoditizing.
Beyond creating innovative business models and profitable partner relationships, Lionel’s goal is to put graphic design and communications to work, helping clients act on new opportunities, creating memorable campaigns that achieve goals, while putting sustainable processes in place that typically increase competitive capabilities.
Lionel is responsible for the firm’s creative output and oversees the design team working for clients such as Toronto Hydro®, Ontario Power Generation, Hydro One Networks, Canada Post, Canada Health Infoway, Ontario Trails Council, Ontario Ministry of the Environment, SynecticsWorld and Beck’s Beer.
Under Lionel’s leadership, Context Creative has won over 50 awards from the Canadian Marketing Awards, ADCC Directions, RGD Design at Work, the CPRS ACE Awards and the GDC Graphex awards.
Lionel is a Registered Graphic Designer and Past President of the Association of Registered Graphic Designers. Currently, he is leading the RGD initiative working with the Government of Ontario to refine Ontario’s standards for accessibility in information and communications.
Lionel is also an avid marathoner, generally finishing in the top of his age group for marathons in Boston, Cleveland, Ottawa and Hamilton’s historic and often bone-chilling Around the Bay race.