Principal, Director of Creative Services
Lionel has always been an entrepreneur. After graduating from the Ontario College of Art and Design, Lionel started his career as an art director at Zand Advertising in Toronto. Within two years, he was running his own shop, Insync Creative.
Under Lionel’s direction, Insync became known for its creative work for The Toronto Stock Exchange, Bell Canada, Ombudsman Ontario, Procter and Gamble, Bank of Montreal, Ontario Hydro, and The Travel and Leisure Show.
The projects ranged from annual reports to direct mail, billboards, book jackets, ads, and corporate identity.
During this time Lionel and Andy started working together. In 1994, Lionel sold Insync and took a one year sabbatical in Italy to travel, paint and cook.
Upon his return to Canada, Lionel joined Fireworks Creative as a partner. At Fireworks, Lionel’s leadership helped create an innovative approach to competitive brand positioning for our clients, based on real-world observation and personal interaction.
This approach helped secure high profile projects for clients such as Office Specialty, Manulife Financial, Famous Players, CIBC, and Shared Technologies. In 2000, Fireworks Creative was acquired by Cognicase, a leading Canadian IT consulting company.
At Context, Lionel oversees the firm’s creative output and manages the design and project management teams.
