︎

Hayley Lim
Art Director
& Designer

  1. theo feels

  2. Beterbiev

  3. RoseOrange

  4. Locomotive

  5. StillBitter

  6. Port of Montreal

  7. Studio du Soleil

  8. Marché ASIASIE

  9. CLC

  10. Milk & Bone

  11. The Phoenix Experience

  12. Kollektiv Turmstrasse

  13. Slack

  14. Assemblage

  15. Marché Shoni

  16. My Liver

  17. Printemps

  18. DJ Karaba

  19. Charlotte Cardin

  20. Mahjong


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©2024

Hayley Lim
Art Director & Designer

theo feels - sunday scaries 




My directorial debut for electronic music artist theo feels’ first single “sunday scaries,” released through Cult Nation.

This song and music video is about feeling lost and lonely even when you can be surrounded by people and positivity. These crowded situations can be the source of anxiety but they can also be the key to overcoming them. “sunday scaries” is about accepting loneliness and overcoming by letting go and giving into things that feel good, like energy, community, music and dance.

























Credits:

Directed by Hayley Lim
Director of Photography: Antoine Ryan
First Assistant Camera: Émilie Desmarais
Gaffer: Tom Berthelot
Best Boy Electric: Ian Hamilton
Electrician: Arthur Pronier
HMUA: Catherine Hamel
Stylist: Miquela Houle
Producer: Neila Aoudia
Main Dancer: Miranda Chan 
Editor: Xavier Levesque
Motion Design: Jacob Newnham
Colorization: Simon Boisx
Background Actors: Juliette Zirah, Julia Saraguro, Jules Harbec, Pema Tournadre, Stanislas Buzinkay, Mathilde Gauthier, Edi Omar Cruz, Josh Mcleod, Conner Roots, Bryan Diggler, Arnaud Coutray de Pradel, Sztella Muzslai,Niccolò Fransolet, Gautier Villette, Henri Bégin, Clovis Henrard, Alexandre Pelletier, Valentin Gosselin, Viet Tran , Olivia Chan, Matthew Meyer, Michael Targino, Lucie Nguyen

Special thanks: Raphael Ouellet Jules Harbec Jonathan Brisebois Greg Kaufman Laurie Chouinard Geneviève Savard l'Herbier Francois Bélanger Consulat Cult Nation

Artur Beterbiev - Shorts & Gloves 




Artur Beterbiev is the Unified Light Heavyweight World Champion of Boxing. With 20 straight wins by way of knockout and zero defeats, he currently holds the IBF, WBC and WBO titles.

Beterbiev hails from the Chechen region of Russia and currently lives and trains in Montreal, Quebec, home of boxing gear company, Rival.

The design of his boxing shorts and gloves for the Beterbiev vs. Smith match features custom lettering that was inspired by traditional male and female Chechen attire, specifically the sharp tips of Shashka blades and the decorative and pointed metal chest pieces worn outside of gowns. The design’s intention is to match his fearsome boxing prowess and also nod to his cultural heritage.

The arched shape of the custom lettering also references traditional boxing graphic cues and allows for placement of sponsor logos at the bottom of the shorts. Thin lines anchor the pointed shapes on both pieces and help guide the eye along the curve of the Rival gloves and the angle of the shorts.
























Credits:

Design, Lettering & AD by Hayley Lim

Photos by Raphael Ouellet
Boxing Gear by Rival
Product Designer: Luc-Vincent Ouellet

Terrasse RoseOrange





RoseOrange is the new summer terrace of the A5 group. Enthroned at 44th Place Ville-Marie, the RoseOrange terrace takes its name and its graphic identity from the sunsets over which the terrace offers a breathtaking view. Built around gradients ranging from pink to orange, the identity is centered around an elegant serif energized by a play on counter-forms.

The graphic environment uses fun partitioning of gradients in order to create evolving patterns. The result is an identity that is both refined and festive, an invitation to celebrate the summer heat, cocktail in hand. 

























Credits:

Art Direction & Design: Hayley Lim

Studio: Baillat Studio
CD: JS Baillat

Animation: Jacob Newnham
Website: Samuel Charpentier
Project Manager: Samuel Gavreau des Aulniers

Locomotive



To announce the new visual identity of Locomotive, a digital design agency based in Montreal, Baillat Studio produced a manifesto video that cryptically reveals the agency's leitmotif: "Design and Code are only tools". The new brand image is built in front of the viewers as two printers, one 3D and the other paper, print glyphs related to the world of ferociousness and Montreal, central elements of the new identity. These glyphs are also staged in typographic animations and by projections on humans.







Credits:

Video Direction and Production: Baillat Studio
Creative Direction: JS Baillat (Baillat), Dust Leblanc (Locomotive), Frederic Marchand (Locomotive)
Art Direction: Hayley Lim (Baillat Studio), Isabel Moranta (Locomotive)
Design: Gabriel Cance (Baillat)
3D: Sindre Ulvik Péladeau
Motion: Jacob Newnham (Baillat), Catherine Camiré (Locomotive), Romane Bechu (Baillat)
Producer: Maxime Moulin
Project manager: Samuel GDA
Filming: Martin Laporte and Baillat Studio
Music: The Holy
Brand : Tomorrow Creative Services and Locomotive, supported by Baillat Studio

StillBitter Lemonade Co.



When life gives you lemons, make some really f*cking sour lemonade. StillBitter Lemonade Co. is a no sugar, ultra bitter lemonade drink whose branding is as sour as its origin story. Everyone can relate to heartbreak and unhealthy relationships. Through branding, we wanted to show that brands don’t have to be impersonal, they can actually be really, really personal. The design and copy go hand and hand with delivering raw, emotional, and bold visuals based on the founder’s toxic relationships.

We turned every aspect of a lemonade brand into an opportunity to weave a story that was intense but relatable. Wearing its heart on its sleeve, quite literally with its packaging, StillBitter shows the emotional intensity of processing trauma and encouraging women to tell their stories.








The type was selected because of its bold and unapologetically dramatic traits: tall letters and sharp, pointed serifs. The art direction of the photography is emotional, raw, just slightly too saturated and sometimes cropped in too much to give the effect of being a little unhinged.




















Lemon-Aid, StillBitter’s launch event (complete with a lemon-shaped disco ball) was created to celebrate passing through hard times and turning negative experiences into positive ones, all the profits of the event were donated to organization Le Chainon who help women in difficult situations.





Revenge is a drink best served cold.

Credits:

Creative Direction, Art Direction, Design and Copywriting - Hayley Lim

Producers: Neila Aoudia, Miquela Houle, Carolan Gregoire
Photography: Alexi Hobbs
Retouching: Beatrice Munn
DOP: Christophe Sauvé
Gaffer: Tom Berthelot
Editing: Henry Acteson & Theo Porcet
Sound Editing: Theo Porcet
Talent: Ariadna Contreras, Miquela Houle
MUA & Hair: Ella Ruby
3D: Sam Gauvreau des Aulniers