Founded in 1991, lg2 today is the largest independent creative agency in Canada. We caught up with founding partner and creative director—Claude Auchu. For the past 25 years of obsessing with everything and anything related to design Claude is definitely one to learn from! Read on to hear some wonderful words of wisdom
What are some of your earliest creative memories and what lead you into design?
I came into design because I wanted to draw graphic novels. I knew nothing about design. Coming from a small city far from the fashion, design & architectural communities, I didn’t grow up thinking about or being surrounded by graphic design. But since I was asthmatic and couldn’t play outside with the other kids in winter, I was alone quite often and started drawing a lot. I decided to become a graphic novel illustrator. I don’t know exactly how and why I was chosen to the graphic design program at UQAM University, but I went there for 2 classes: Animated cartoon and educational comic strips… and unfortunately, those two weren’t even given in my study program.
When did you fall in love with design and how did you get started?
After 1 completed year of study, I was fed up with the design program. This was not what I had come for at all. So, I dropped out of class and found a job in a small graphic & artist supply store in Montreal. I kept one course to maintain my student discounts here and there. This was a typography class given by Angela Grauerholz, and luckily, this course was an eye opener for me and became the start of everything. I can’t be grateful enough to that teacher. It was from that point that I decided that not only would I go back to school full time, but that I would finish best of class. Which I did!
What do you look for in a great portfolio?
Ideas first. Originality of the path taken. Then the personal process. Finally, the basics: consistency, style, courage.
What qualities and skills do you look for in a graduate?
You have to love what you do, and do whatever moves you. You need to be confident but humble. Courageous and open. And you need to make things happen, to hang out with the best, to listen to everything and take notes and to work very hard.
You have to love what you do, and do whatever moves you. You need to be confident but humble. Courageous and open.
What has been your highlights since you started out?
I have been lucky enough to be surrounded by the best of class, and have an entrepreneurial spirit. I’ve always put myself out of my comfort zone, tried new things, starting new businesses and dreaming big. I worked very hard to make lg2 the most rewarded design studio for the last 5 years in Quebec and becoming the design agency of the year in Canada in 2017. But it never crossed my mind that one day, I would be a Cannes Lions juror or the executive chairman of lg2 group!
What has been some of the biggest lessons you’ve learnt along the way?
I’m a slow learner but a hard worker. That’s probably why my biggest career moments are in my 40’s. So I have had the time to see things and to experience a lot. I think you need to have the ability to bring people together and have an open and shared vision about your projects and goals. Whatever gifted designer, client or partner you have to deal with, you will get nowhere alone. As they say, there is no I in team…
