AREA 17

Area 17 works with organizations including Fondation Cartier, Saint Laurent, Accor, ElevenLabs, and the Consumer Technology Association, across industries from AI and technology to fashion and luxury, health and life sciences, fintech, hospitality, e-commerce, arts and culture, and public institutions. The client list points to organizations with established public reach or long institutional histories, looking to change how they present themselves, whether through a new identity, a rebuilt platform, or a shift in narrative.

Services span brand strategy, visual and verbal identity, and messaging strategy through to experience design, technology strategy and architecture, custom application development, data and systems integrations, AI-integrated solutions, and analytics and optimization. That range allows a single engagement to move from naming and positioning through to the software and data systems that carry it forward, rather than handling brand and technology as separate workstreams.

Past projects include work tied to a shift from oil security toward clean energy transitions, a reinvention of The New York Times Company for the digital age, and a project supporting decolonization at one of Canada's preeminent visual arts organizations. Accor's ALL – Accor Live Limitless program reflects a rethinking of hospitality leadership, and another engagement involved opening 150 years of scientific knowledge to a broader public. Across these projects, the work tends to connect strategy and identity to the digital systems that put them into practice.