As We Proceed

As We Proceed (AWP) is a Montreal-based independent brand and design studio that operates at the intersection of critical thinking and creative strategy. The studio specializes in brand identity, packaging, and art direction, positioning itself as a multidisciplinary force capable of challenging systemic narratives. Their mission is to bridge gut feelings with strategic execution to create meaningful work for an ever-evolving culture. The visual identity is defined by a bold, editorial aesthetic that leans heavily into high-impact typography and a sophisticated, almost cinematic use of imagery. By blending large, expressive serif typefaces with raw, lifestyle-oriented photography, AWP communicates a sense of individuality and human-centric design. The brand targets forward-thinking clients who value storytelling and a distinct, culturally relevant edge over traditional corporate minimalism.