LSDR PILATES
Creative Strategy
& Direction
Led the creative strategy for LSD°R’s second
location in Summerhill, in collaboration with
Social City Toronto and Public Office.
Grounded in research spanning nervous system
science, longevity culture, and the shift away
from overstimulation (from polyvagal theory to
the rise of recovery tech and “third spaces”),
I developed the “Sound Check / System Check”
platform—reframing strength through regulation.
The concept positions LSD°R as a calibrated
system where input is controlled (headphones)
and output is supported (red light), translating
cultural insight into a distinct brand world built
for focus, recovery, and long-term performance.
Agency: PUBLIC OFFICE