Underline Studio

New work. In celebration of Canada’s cultural diversity, Canada Post commissioned us to design a stamp marking the arrival of Diwali, one of the largest and most widely celebrated festivals in India. It is observed by Hindus, Sikhs, Buddhists, Jains, and other communities across Canada and around the world. Also known as the Festival of Lights, Diwali centres on the triumph of light over darkness and good over evil.
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Our design draws inspiration from vernacular Indian typography and from rangoli, beautiful yet ephemeral works of art traditionally created on the ground and later swept or washed away. These intricate patterns, known by different names across regions of India, are a deeply meaningful part of Diwali celebrations.
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Client: Canada Post
Print: Lowe-Martin
Underline team:
Creative directors: Claire Dawson, Fidel Peña
Designer: Ritu Kanal
Project photography: Daniel Ehrenworth

New work. In celebration of Canada’s cultural diversity, Canada Post commissioned us to design a stamp marking the arrival of Diwali, one of the largest and most widely celebrated festivals in India. It is observed by Hindus, Sikhs, Buddhists, Jains, and other communities across Canada and around the world. Also known as the Festival of Lights, Diwali centres on the triumph of light over darkness and good over evil.
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Our design draws inspiration from vernacular Indian typography and from rangoli, beautiful yet ephemeral works of art traditionally created on the ground and later swept or washed away. These intricate patterns, known by different names across regions of India, are a deeply meaningful part of Diwali celebrations.
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Client: Canada Post
Print: Lowe-Martin
Underline team:
Creative directors: Claire Dawson, Fidel Peña
Designer: Ritu Kanal
Project photography: Daniel Ehrenworth

Pape Salter Teillet is a law firm that has partnered with Indigenous Nations across Canada for over 45 years. Underline was engaged to develop and design a comprehensive new brand, including a logo, website, digital and print templates, stationery system, and brand launch materials.
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Full case study in our website .
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Client: Pape Salter Teillet
Photography: Luis Mora, Amber Bracken, Joanne Ratajczak, Daniel Ehrenworth
Strategy and Copy: Doug Dolan
Creative Directors: Fidel Peña, Claire Dawson
Designer: Brittany Waldner
Production Manager: Veronica Lee

New work. Pape Salter Teillet is a law firm that has partnered with Indigenous Nations across Canada for over 45 years. Underline was engaged to develop and design a comprehensive new brand, including a logo, website, digital and print templates, stationery system, and brand launch materials.
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Full case study in our website.
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Client: Pape Salter Teillet
Photography: Luis Mora, Amber Bracken, Joanne Ratajczak, Daniel Ehrenworth
Strategy and Copy: Doug Dolan
Creative Directors: Fidel Peña, Claire Dawson
Designer: Brittany Waldner
Production Manager: Veronica Lee

For Dawn is a powerful short film set in Tehran during the 2022 protests, following three teenage girls fighting for freedom and women’s rights. When one act of defiance turns tragic, the cost of resistance becomes painfully clear.

The film’s typography draws from the visual language of protest, using spray-painted Persian script that echoes the girls’ own graffiti. By obscuring Mahtab’s eyes with type, it reflects how women’s identities are suppressed in Iran while still preserving her strength. Bold and raw, the design becomes an act of resistance in itself and amplifies the story’s urgency and emotion.

For Dawn has received the Haebler Award and an Honorable Mention for Best Canadian Short at

In solidarity with the people of Iran, now and always.

Client: Setareh Saleh, Director and Writer
Creative Directors: Claire Dawson, Fidel Peña
Designer: Yas Fakhr

Underline partnered with Goodside & Co., a Toronto-based executive and staff photography service, to launch its new brand and website. Goodside & Co. believes corporate imagery should be dynamic, unique, and as distinctive as the people it represents. Underline developed a cohesive brand system that highlights the individual attention brought to each project. The brand expression extends across multiple touchpoints, including the website, collateral, and social media platforms.

Client: Goodside & Co
Photography: Daniel Ehrenworth
Creative Directors: Fidel Peña, Claire Dawson
Designer: Nathan Leung

New work, Internment Stamp. Canada Post commissioned us to design a stamp exploring the history of civilian internment in Canada, in which many thousands of civilians were unjustly interned in camps across the country during both world wars – and even peacetime. The design hopes to raise awareness about this history and the resilience of the people and communities whose lives were profoundly affected by this forced displacement, confinement and hardship.
See full case study in our website.
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Client: Canada Post
Print: Colour Innovations
Underline team:
Creative directors: Claire Dawson, Fidel Peña
Designer: Fidel Peña
Photography and project photography: Paul Weeks

Founded by Natasha Gregson Wagner, L’amour Mère is a fragrance line inspired by childhood memories and the enduring love shared across generations of grandmothers, mothers, and daughters. The debut collection features three fragrances, each evoking the memory of Natalie Wood, the French Riviera, and Wagner’s Russian grandmother—expressing the brand’s deep commitment to craft.
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Underline developed a cohesive brand system, including a custom monogram drawn from the shapes of the letters L, A, and M. The visual and typographic language was designed to feel both natural and luxurious, balancing refined sophistication with an organic sensibility. The brand expression extends across multiple touchpoints, including packaging, photography art direction, collateral, and social media platforms.

See the full case study in our website.
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Client: L’amour Mère .mere
Creative Directors: Claire Dawson, Fidel Peña
Designer: Ritu Kanal, Yas Fakhr
Photography: Paul Weeks
Printer: Flash Reproductions

New work: L’amour Mère

Founded by Natasha Gregson Wagner, L’amour Mère is a fragrance line inspired by childhood memories and the enduring love shared across generations of grandmothers, mothers, and daughters. The debut collection features three fragrances, each evoking the memory of Natalie Wood, the French Riviera, and Wagner’s Russian grandmother—expressing the brand’s deep commitment to craft.

Underline developed a cohesive brand system, including a custom monogram drawn from the shapes of the letters L, A, and M. The visual and typographic language was designed to feel both natural and luxurious, balancing refined sophistication with an organic sensibility. The brand expression extends across multiple touchpoints, including packaging, photography art direction, collateral, and social media platforms.

See the full case study in our website.

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Client: L’amour Mère .mere
Creative Directors: Claire Dawson, Fidel Peña
Designer: Ritu Kanal, Yas Fakhr
Photography: Paul Weeks
Printer: Flash Reproductions