Emanuel Cohen
Creative Director · Founder
In their own words
We set out to create a brand that felt dreamy yet grounded, playful but not childish, with just enough edge to appeal to students and city explorers looking for an affordable but meaningful stay.
Together, these typefaces create a dynamic typographic voice – part editorial, part street-smart – that mirrors the hybrid personality of Hotel Clouds – relaxed, affordable, and practical.
Through a combination of nostalgic references, modern playful elements, and the poetic imagery of clouds and daydreams, we crafted a visual language that invites guests to feel at home while sparking their sense of adventure.
Translating Elsewhere brand’s narrative of wanderlust and discovery into visual and tangible elements presented us with an amazing opportunity to explore the intersection of scent, memory and visual triggers.
Teeth, roots, bones, strings and pointy tools; we came up with characteristics that illustrate these aspects and translates them typographically – through fragility, growth, morphology, transformation, intricacy, detail and craft.
We immediately found that it could feel young and gritty, while conveying a sense of confidence and establishment.
All pale tones are slightly warmed up, while the faded black brings that genuine print and carbon paper kind of feeling.
Motivation comes naturally when you’re ‘surrounded’ by the right people.
Articles & interviews
- "As We Proceed Redefines Montreal's Hotel Clouds with Youthful Brand"
As We Proceed designed a light, youthful brand identity for Montreal’s Hotel Clouds, an aparthotel aimed at young travellers. The identity draws on street tags, hand-drawn elements, and custom typography to evoke spontaneity and approachability. The visual language balances playfulness and groundedness, inspired by the poetic imagery of clouds and daydreams.
- AWP reveals tricks for visual identities of scents
AWP (As We Proceed) designed a nostalgic, sensory-driven identity for Los Angeles-based candle brand Elsewhere Fragrances. The project translates the brand’s themes of travel, memory, and scent into a tactile visual system using archival typography, textured packaging, and vintage-inspired imagery. The result evokes wanderlust and craftsmanship through both design and material choices.
- July designs a “young and gritty” identity for Canadian dentistry Maison Dentaire
Montreal-based studio July created a youthful and gritty rebrand for Canadian dental clinic Maison Dentaire. The identity combines serif typography, hand-drawn illustrations, and monochrome tones to convey warmth and authenticity. The design balances professionalism with a friendly, human-centric approach that appeals to a younger audience.
- WORKING FROM HOME with Montreal-based studio July
The Brand Identity’s 'Working From Home' series interviews Montreal-based studio July about how its team adapted to remote work during the COVID-19 pandemic. Founders Emanuel Cohen, Mariane Vaillancourt, and designer David Song share their routines, home setups, and reflections on maintaining motivation and creativity while working apart. The conversation highlights the studio’s resilience, team spirit, and appreciation for balance and perspective during lockdown.