Ligne is a leading publication within Quebec’s design and architecture scene. Deeply embedded in its local context, the magazine aimed to broaden its reach and accessibility without compromising its editorial rigour.

From the outset, Principal’s task extended beyond a visual refresh; before form could be addressed, substance needed to be defined. Who is Ligne, who is its audience, and what role should it occupy within the broader landscape of design and contemporary living? This reflection informed a complete reworking of the brand platform, logo, editorial system and digital experience.

The new positioning is rooted in a clear belief: design can speak to a wider audience. Rather than simplifying content, the approach opens up Ligne’s world, making it more welcoming, dynamic and inclusive.

The logo acts as a minimalist anchor, understated yet confident, supporting a flexible grid, expressive typography and an evolving colour system.