shift reflected not just a change in name, but a new generation of leadership with partners Bruno Morin, Pascale Tétrault, and Roberto Campos joining founding partners Rick Rubin and Stephen Rotman. The decision marked a clear departure from traditional, legacy-driven branding and embraced the firm’s belief in shared leadership and inclusive creativity. As Rubin explains, the rebrand represented more than aesthetics; it was about redefining identity. “To put a legacy name just doesn’t make sense Aanischaaukamikw Cree Cultural Institute | Client: Aanischaaukamikw Cree Cultural Institute | Oujé-Bougoumou, QC | Completed in 2011. 69 AUG 2025 | BUSINESS ELITE CANADA
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