BELI — The Fight Against Systemic Racism

With 8 years of experience as a project manager for clients such as Loto-Québec and in communication agencies, Annie shines with her unwavering commitment in managing her tasks (and, it's true, with her contagious bursts of laughter). Being passionate and empathetic by nature, Annie never misses an opportunity to get involved in topics that are dear to her heart; she is proud to have been able to use her talents to serve organizations such as Médecins du Monde and the Sainte-Justine Foundation.

After spending several years managing restaurants, such as Venice in Montreal, and working with artists like Vallaire and Milk & Bone, Charlotte joined TUX as a client partner where she flourishes in brand identity projects while also being involved in the Justice, Equity, Diversity, and Inclusion committee - Charlotte is even one of its founding members. Discrimination based on sexual orientation or gender, racial identity, socioeconomic status, neurodiversity, or mental health are among the issues Charlotte is committed to addressing, and she is among those who work to advance the rights of marginalized groups.

Joanie has been a Graphic Designer and Art Director for five years. Eager to put creation at the service of positive changes, Joanie feels her heart beating when she sees that her work is making a difference, like when she works with foundations and social businesses in which she believes – Accueil Bonneau, Association des Popotes Roulantes du Montréal Métropolitain, Librarylab Foundation, 12/12 Farms and Yaourti. Three years ago, Joanie decided to join forces with TUX, seduced by the company’s values and team spirit – more like that of a “gang of friends without ego” than an advertising agency.

Marie-Laurence spends her time reading, asking herself questions, writing, asking herself more questions, and rewriting. When developing a brand’s tone, she creates a voice and personality that are expressed through original ideas and content. This former account manager brings a vision to creative work that is both strategic and pragmatic. She got her agency start at Sid Lee and, over the years, has worked with Polygraphe, McCann, DDB, and finally TUX, where she currently holds the position of bilingual copywriter. Marie-Laurence is an expert in name searches, branding, and advertising concepts who also produces instructional videos at Observatoire, a studio she founded with her partner Maxime.

If Raphaëlle got into production by joining TUX, her expertise in image and set design goes way back. She was a photographer for 3 years before becoming a camera assistant on American movie sets for the following 10 years. Today, Raphaëlle enjoys mobilizing the talent of a team to bring inspiring visual projects to life - BELI being one of her favorites. It was a natural fit for her, as she is both a member of TUX's Justice Equity Diversity Inclusion committee and a fervent admirer of professionals with an entrepreneurial spirit or those who are passionate about mentoring tomorrow's leaders.

Today, Sarah is the Lead of Development and Operations at TUX Karma. For 13 years, she worked as a brand and communication strategist at Sid Lee Paris and Montréal, and then at TUX, where she dedicated her energy to many brands and organizations with strong social and environmental impact (Accueil Bonneau, Médecins du Monde, Gusta, LOV and BLOOM restaurants). It was as a strategist that Sarah had the pleasure of participating in the BELI project.

Photography, artistic direction, graphic design, styling, makeup: no matter which visual medium is chosen, Xavier applies himself to develop a bold and sharp eye that challenges norms. This objective shines through in his work on music projects -with TDJ, Robert Robert, Lia, or Lydia Képinski; experimental projects, notably with his partner in crime Lian Benoit; or socially engaged projects.