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CADILLAC FAIRVIEW

Sheena Bhattacharya, senior art director at Hugo & Marie, also highlights the agency’s work with FFORME—a project on which she drove almost the whole creative development from its inception. “The brand takes a foundational, focused approach to modernist design; the clothes tell stories around well-considered shapes and volumes that create space around the body,” she says. “We were constantly deconstructing and reframing to reduce any noise that served little-to-no-purpose. It was a rigorous, rewarding exercise in synchronizing brand principles with expression—minimalism and function.”

Prior to starting at Hugo & Marie almost two years ago, Bhattacharya began working as an independent art director and contractor in Toronto, working on high-profile projects like the creative direction for the city’s 50th anniversary of Pride. What attracted her to work for Hugo & Marie was its ethos to dive deeply into clients’ brands to develop well-crafted brands and messaging. “Spending hours researching to come up with the right feeling [for client work] is an important principle I share with the team at Hugo & Marie,” Bhattacharya affirms. “There is a certain depth and thoughtfulness that is required to thrive in the work here, and that challenge keeps me motivated and grateful to contribute every day.”

A public programme at the Museum of Contemporary Art showcasing exhibiting artist Maria Qamar and art director of Tulika Studios, Sheena Tulika, for an informal conversation within Qamar’s installation Dhamakedar, Superstar! 

The duo spoke about their own artistic practices as South Asian creatives, as well as expanded on Qamar’s work including her current installation at MOCA and their future projects.

Regarding Sheena,

I've had the great pleasure of working with Sheena over the course of the last three years. Sheena originally spoke with a variety of individuals at the organization, but I hired her during our first phonecall. I don't remember what was on Sheena's CV, nor do I care - I found her to be thoughtful, sensitive, communicative, with a quiet confidence in her sensibilities and her aesthetic. I felt the spark of true creativity that I seek in my colleagues, and I believe quiet confidence is a form of wisdom. 

Sheena has been the primary art director and lead designer for the Hugo & Marie agency over the course of her time with us (and she continues to freelance with us today), where her clients have included established businesses with codes and practices including Saint Laurent, Clinique and Aveda, but she truly shines when she is building or reimagining brands and campaigns from the ground up - as evidenced by her diverse work with athleisure brand Girlfriend Collective through to wine distributor Zachys.

Sheena takes equal pride in all creative endeavors, bringing the same passion to each of her clients and each of her responsibilities, which have been exceptionally varied at a small studio like ours.

Speaking personally, I feel Sheena's background in dance is evident in the grace of her work. Her perspective on color is ineffable. Her visual research and ability to combine images and typography into worlds clients can inhabit is an advantage to any studio or organization with whom she works. I find her to be an excellent contributor to any team, and am happy to speak on her behalf should you require any additional information.

Mario Hugo
Co-Founder & Creative Director
Hugo & Marie