Culture | TUX

Revitalising a Legacy Leader

Since 1985, PrimeAsia has been the go-to leather supplier for iconic brands like Nike and Timberland. But as design trends shifted, new competitors entered the scene, and sustainability debates grew more complex, PrimeAsia faced a new challenge: standing out to a new generation of decision-makers. That’s where we came in. Our mission? Help PrimeAsia reassert their leadership with a bold new positioning, a refreshed brand identity, and a web platform that showcases their world-class edge.

A Cool New Website for Good is the New Cool

We are excited to present the newly designed website for Good is the New Cool (GITNC), a creative company dedicated to using business and culture as forces for good. As the agency behind this project, we took on this work because we truly believe in their mission. Our goal was to craft a digital space that reflects their vision—one that feels fresh, modern, and, most importantly, cool. 

OSM 24/25. Classically Yours.

For its 2024-25 season, the OSM aimed to refresh its image by highlighting the passion and camaraderie of its musicians under the inspiring direction of Rafael Payare, while also appealing to a younger audience by showcasing the unique experience the orchestra offers.

Defending 2SLGBTQIA+ Rights: Our Partnership with Rainbow Railroad

In challenging times, bold action is essential. That’s the spirit behind our partnership with Rainbow Railroad, working to ensure the safety of 2SLGBTQIA+ communities all around the world.

SDC Vieux-Montréal: A New Website to Serve this Historic District’s Business Community

Old Montreal, with its cobblestone streets, rich heritage, and cultural vibrancy, is more than just a neighborhood—it’s a true destination. Behind this energy, SDC Vieux-Montréal brings together over 2,400 passionate members, all dedicated to elevating this historic gem. When the time came for the SDC to modernize its website, they entrusted us with this ambitious project: to create a platform that truly reflects their mission and their community.

Illuminating Beauty: TUX Captures Cai Guo-Qiang’s Vision for Lancôme

In November 2023, TUX Creative House had the privilege of stepping into the studio of renowned contemporary artist Cai Guo-Qiang. Famous for his revolutionary use of gunpowder and controlled explosions, we were there to document his remarkable process in the creation of a commissioned masterpiece for Lancôme’s 90th anniversary.

TUX Named to Inc.’s 2024 Best in Business List in the Business Model Strategy Category

We are thrilled to share that Inc. has recognized L.A. based TUX Creative House as a leader in business innovation by naming us to the 2024 Best in Business list in the Business Model Strategy category!

Stand Out or Get Lost: Finding Your Brand’s Unique Selling Language (USL)

We live in an age where everyone’s shouting, but no one’s really listening. And with so much noise, even the sharpest Unique Selling Proposition (USP) is like a whisper in a crowded room. With a move towards content, brands are finding it hard to see how their brands translate. This is where TUX’s concept of a Unique Selling Language (USL) comes into play - an approach we invented to help brands cut through the noise with a language that resonates, engages, and stands out.

IYKYK: The Formula for Taking CABTREO to the Top of TikTok

For CABTREO’s debut consumer campaign, we crafted an edgy, thumb-stopping creative campaign that resonated with an extremely online Gen Z audience, taking the number one spot on TikTok. No cap.

A look back at Remous vol. 3: “BREAK THE INTERNET KIKI BALL”

Dancing, prizes, shouting, clapping, twirling. But above all, a whole lot of fun. Two months ago, TUX teams celebrated Fierté Montréal with a Kiki Ball, and it was 🔥. Here are the details.

AI — Brace Or Embrace

AI has integrated into virtually everyone’s workflows without too much commotion, but with a new generation of tools (and soon agents) about to be dropped into the cloud, how will we react? OpenAI’s promising new video generation tool, Sora, is still set to launch, and I feel more anxiety in the creative industry than I sense excitement. As the Chief Creative Officer of a well-established branding and advertising agency, I feel the responsibility to help bring clarity to my community.

Boulangerie St-Méthode: An ode to local authenticity

Familiar faces, recognizable landscapes, and the authentic charm of Saint-Méthode village. That’s the method we’re using to premiere a powerful message for this home-grown brand.

TUX wins Silver in Ad Age Best Agency Culture Award 2024

We are thrilled to announce that TUX Creative House has won Silver in the Ad Age Small Agency Awards Best Agency Culture category 2024.

Polo 67: A Bold, Powerful, and Unmatched Campaign Featuring Ben Shelton

Bright young talent Ben Shelton demonstrates how this bold fragrance can inspire you to design your dreams.

Dive into Summer with the New Innisfree Campaign

Recently, we were tasked with helping Innisfree refresh their social presence by launching a summer campaign highlighting three of their top products. Our challenge was to break through for one of the world’s leading natural skincare brands by reaching audiences with a super-fresh, low-fi platform that inspired visually and conceptually, and had the longevity to last beyond the summer months.

Free your mouth: a fresh spin on oral care for quip

How do you do something fresh and shift perception in a category as traditionally safe as oral care? The answer’s not to pull a 180. It’s to pull a 360.

We’re growing! TUX acquires L.A.-based agency Another Creative

Thrilling news! Less than two years since launching our L.A. office, we’re welcoming Another Creative into the TUX family! We’re embarking on a new chapter in our drive to bolster our global presence by doubling our U.S. team, expanding our leadership, and bringing on board top-tier brands such as Nike USA, Perry Ellis, and Youtube.

“We live together, that’s why it’s important that we be seen together.”

On April 4, TUX Creative House studio launched the first edition of Remous with a screening of Rokhaya Diallo’s documentary film, Où sont les Noirs ? Since we’ve realized how much we've grown out of this event, we’d like to share five lessons from the event with you.

What we do is rooted in love

“In practical terms, what difference does it make to state loud and clear that your founders and majority shareholders are from the LGBT community?” This question comes up often — with healthy curiosity 99.9% of the time. Asserting to be part of the LGBTQIA2+ community has always seemed quite obvious to us: it is the very foundation of the TUX story; it conditions our present and guides our choices for the future.

90 Days to the 4-Day Work Week

It’s time to question the system we’ve inherited and reset our standards. Working 9 to 5, Monday through Friday, bringing unlimited energy and ideas, week after week, all while juggling the complexities of life—it just doesn’t make sense. Dolly Parton had it right, “It’s enough to drive you crazy if you let it.”

TUX Karma: a foundation to put our profits to good use

In 2020, TUX launched the TUX Karma Foundation with an objective to use the company’s profits to “chip away at world problems – creatively.” Sarah, Lead, Development and Operations at TUX Karma, was asked to choose three terms that best describe the Foundation.

Try our 7 day meditation challenge

We recognize that the last few years have been particularly draining for many. To give yourself a break, we’ve brought together our team to develop a meditation series with Alice Stip (@stipette), our meditation teacher.

We’re Indie, That’s How We Move Fast

Staying independent as a company is non-negotiable for us. It allows us to operate in a way where we get to set our own metrics for success rather than having them dictated to us. And for us, success has always been making space for a culture of creativity, well-being and progressive values.

TUX’s generalist mindset

Which is better, a generalist or a specialist?

“I chose TUX for its willingness to do business differently”

It’s true, we’re quite proud of our B-Corp and Ecoresponsible certifications (Level 1, Commitment). Not because these logos look good in a presentation or give us more credibility on our web site, but because they enable us to implement more responsible business practices.

A playground for our diverse expertises

How we mix wide-ranging expertise to achieve innovative brand platforms for our clients.

Everything is in the process of being made

We believe that the life of the specialist in this industry is limited. The industry is shifting and the barriers between agencies and production houses is blurring with a greater need for agility and accountability.

Breaking the wheel is exactly the point of having a JEDI committee

Over the last three years, TUX has seriously committed to rethinking how business practices can be of greater benefit to society. One of the key initiatives to get there is our JEDI Committee which stands for Justice, Equity, Diversity and Inclusion. We asked our eight members to reflect on their efforts and experiences over the years. Meet Cristo, Charlotte, Marie-Laurence, Sarah, Stacy, Rafik and Reatchy :)

Changing the company to change the world, Ep. 1

Because financial growth can no longer be creative professionals’ sole priority, in this series’ initial article, Sarah Patier, Lead, Responsible Commitment, tells us how TUX has rethought its mission and, ultimately, its way of doing business.

Launch, listen, learn: why do iterative branding?

How we give brands a competitive edge with adaptive platforms, using a mix of paid media and in-house production.

Committed to our local community

Supporting our local economy while maintaining our openness to the world as a whole – that’s the balance that TUX strives to achieve every day. Our Executive Vice-President Pierre-André explains the what, why, and how below.