Dean Lee
“If your brand looks like the category, it competes on price.”
CREATIVE STRATEGY THAT MEANS BUSINESS
Dean Lee is a senior creative leader with a background in art direction and a track record of building brands that cut through.
He has led creative for some of Canada’s most recognized organizations, including Destination British Columbia, where he helped launch its global platform, as well as Destination Canada, Rocky Mountaineer, TELUS, BC Hydro, and the Vancouver Canucks. His experience spans tourism, retail, and corporate branding, with renowned work for Netflix, McDonald’s, PepsiCo, Subaru, Labatt, and BCAA.
Dean’s work is grounded in a simple principle, creative should do more than look good. It should attract attention, build affinity, and increase perceived value. At its best, it makes the brand easier to choose.
He has been recognized by Strategy Magazine as one of Canada’s top creative leaders, with awards from Cannes Lions, D&AD, The One Show, The Clios, Communication Arts, London International Awards, the Marketing Awards, and Applied Arts.
Alongside his client work, Dean co-chairs The James Lee Foundation, supporting emerging talent as they enter the industry.
At Frank Strategy, Dean brings creative discipline to strategic thinking, ensuring that what a brand says, and how it shows up, works together to drive commercial advantage.
Feature Projects
Yesa
We partnered with Yesa to build an enterprise grade employer brand & digital recruitment platform, transforming a door-to-door sales business into a high performance growth agency.
Spacetalk
As part of a wider turnaround, we rebranded Spacetalk and developed its digital marketing department. The Frank team led marketing and digital at the C-suite level, owning the online revenue target.
Brand Strategy Insights
Branding has a different role at every stage of the business lifecycle. Put your money where it matters most.
Excluding exceptions like turnarounds or mergers, most businesses move through four stages: Startup, Growth, Maturity, Revival. Like any other business lever, branding contributes differently at each stage of that evolution. A smart brand investment for…
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