Cases | OFFSTAGE
Montréal + Toronto
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Sculpture
Fr/En
OFFSTAGE | Expertise :

For creatives who show up.

Most gyms speak to fitness enthusiasts or the general public, not creatives. OFFSTAGE was built on the belief that artists also work with their bodies, yet no training space reflects their needs or culture. Our role was to develop the full brand strategy and identity, including positioning, design, and paid media, to establish OFFSTAGE as the go-to destination for strength and well-being within Montreal’s creative community. Designed as a space creatives turn to when they’re not “on”, it invites them to recharge, move, and come back stronger. Grounded in the idea that movement sustains creativity, the brand celebrates renewed energy, mental clarity, and longevity. OFFSTAGE blends Y2K aesthetic with athletic grit, drawing from Montreal’s multicultural pulse. Its bold, perspective-driven identity feels raw, vibrant, and alive, shaping a visual language in motion.

A group of people gathered in a circle, seen from below, look toward the camera. They wear colorful sporty and streetwear outfits. The scene takes place indoors and reflects the collective energy of OFFSTAGE Club Sportif.
The exterior of a black building located on a city street corner, home to OFFSTAGE Club Sportif. The left facade displays the word “OFF” and the right facade displays the word “STAGE” in very large white letters. The entrance is open, revealing an interior lit with purple lighting.
A group of people gathered indoors look toward the camera, posing expressively and smiling. They wear colorful sporty and streetwear outfits. The scene takes place in a minimal indoor space and highlights the collective spirit of OFFSTAGE Club Sportif.
A group of OFFSTAGE Club Sportif posters is displayed on a city wall. The visuals combine black, white, green, and purple typography, checkerboard patterns, and movement photography. Promotional messages and the OFFSTAGE Club Sportif logo appear across the posters.

The OG Club was created to reward early members while fostering a strong sense of belonging. The first 70 members received 25% off for life, an offer designed to drive rapid, profitable growth and unite a community from the start. Their names appear on the OFFSTAGE Wall of Fame, both online and in the gym, as a nod to those who will always be part of the club’s story.

Bright green poster on a wall reading “For creatives who show up” in bold black distorted typography, with multiple “Offstage” logos in white circles. Location details below: Offstage Club Sportif, 5420 Rue Chapleau, Montréal. Surrounded by a worn wall, graffiti, and leafy plants.
A group of people train inside at OFFSTAGE Club Sportif. On the left, a person performs an exercise using a green medicine ball displaying the text « BUILT FOR CREATIVE MINDS AND BODIES ». On the right, a white graphic background displays the word « OFFSTAGE » repeated in black.
A photo shows a scene inside OFFSTAGE Club Sportif. On the left, a person performs a floor dance movement seen from below, wearing sporty clothing and white shoes. On the right, a dog sits on the gym floor wearing a black bandana with the repeated text « OFFSTAGE ». The space is lit by ceiling lights, with training equipment visible in the background.

By Sculpture


Client : OFFSTAGE | Gabrielle O'Hara Normandin & Marc-André Laurin 
Creative & Brand Direction: Nadège Dionne-Tremblay
Strategic Direction: Karim Marier-El Khayat
Art Direction: Nadège Dionne-Tremblay & Lou Tondellier
Copywriting: Karim Marier-El Khayat & Audrey-Ann Maillé 

Ballet Divertimento

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