Canadian designer and agency founder releases new book on design and brand marketing

Jean-Pierre Lacroix, President and Founder of Shikatani Lacroix, a leading design agency based in Toronto, has authored a fascinating new book titled Desire by Design: What Data-Driven Marketers Should Know About Driving Desire for their Brands. With over 35 years’ experience in the design and branding industry, Lacroix has gained valuable expertise across a wide range of disciplines, while specializing in helping brands own the consumers’ “at-purchase moment.”

The book examines how desire shapes the way consumers make decisions, and the key role that design can have in the process. Among other things, it also offers an interesting history, insights from scientific research, and actionable advice on how brands can move from a “want” to the much-coveted “desire” state. It unravels the irrational element of desire and explains how brands, designers and marketers can tap into the emotional high that elicits such motivation and passion for certain brands.

Author Jean-Pierre Lacroix.
Author/Designer Jean-Pierre Lacroix.

Lacroix’s industry experience spans the Packaging Association of Canada, the Design Industry Advisory Committee, the Retail Council of Canada, the Canadian Marketing Association, Signs Canada, the Society for Environmental Graphic Design, and the Association of Registered Graphic Designers of Ontario. Since the opening of Shikatani Lacroix Design more than 25 years ago, he’s grown his company into one of the most respected and sought after multidisciplinary strategic design agencies in the world.


Tony Curcio is the editor of Graphic Arts Magazine.