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AI forward,
Human centred
design lead.

I’m Marc Lafrance

I’m a Canadian creative director who builds teams, shapes products, and stays close to the craft. From setting the vision to getting hands-on in Figma, I turn complex challenges into thoughtful design. I use AI to streamline the process and make more room for human creativity.

HumanTouch: Build a permanent record of your creative identity in the age of AI

15Years

In-house design experience

Spring ad: Canada’s fastest personal loan, borrow up to $35,000
Tweed vape cartridge between cannabis buds on a lilac background
Cyclist wearing Intel Recon Jet smart eyewear
HumanTouch campaign: Generated by a human artist, not with a prompt

Over400

Projects completed
On schedule

Over2.9M

Users reached
Current role lead gen

Martha Stewart CBD Wellness Gummies, Citrus Medley
Bloom finance app showing the Oscar assistant and spending categories
whisl vape device and pod rendered on a navy background
My Spring app on a phone showing the credit score progress screen
HumanTouch verified badge over a close-up of soft candy
Close-up of smart glasses showing a navigation prompt for Kits Street Festival, 2 blocks away
FVCKRENDER x marv.labs iridescent 3D artwork
HumanTouch marketplace: value through human appreciation, not notoriety

3DesignSystems

Fully automated

Deep Space beverage can bursting through green water droplets

Projects

Case studies available upon request

Spring FinancialCreative Director

Spring loan approval and Cash in your pocket ad beside a phone and the Spring Prism MasterCard

Designing for the AI era at Spring

Spring Financial provides fast funding and credit-building tools to Canadians and Canadian businesses.

As Creative Director, I lead the design of our web experience, mobile apps, and brand. I manage a multidisciplinary team of six spanning UX, visual design, motion, web development, and social media, while remaining hands-on in design and development.

I identified an opportunity to connect our design infrastructure and automate repetitive work, giving the team more time to focus on creative quality and complex product challenges. I built an AI-enabled workflow connecting three custom design systems, shared libraries, and code repositories through Claude, Figma, GitHub, and Vercel. This allows us to produce development-ready app screens with on-brand copy, linked design tokens, and reusable components.

I also designed and developed self-service tools that help other departments create branded content, extending the team’s capabilities while maintaining consistency.

Together, these changes have helped us deliver comparable projects and tasks an estimated six times faster, expanding our capacity without growing the team.

What you’re creating is a big-ass mattress of usefulness.

VP Marketing, Spring Financial

IntelUX, marketing design, wearable technology

Vaunt interface frames beside a close-up of smart glasses showing a navigation prompt

Intel’s Vaunt

Vaunt was a gesture-controlled augmented reality eyewear project designed to keep people engaged with the world rather than fixated on their phones. Using a discreet display system embedded into everyday-looking frames, Vaunt let users receive notifications, navigate streets, check grocery lists and more, all while preserving social and situational awareness.

As part of the UX team that reported to Itai Vonshak, Google’s current VP of Design, I shaped the interaction design by animating notification flows, defining typography and iconography for both the glasses and the companion app, exploring navigation behaviours, directing simulated product demos, and testing visual assets directly on the device’s Glassface display.

Intel’s Wearables division shut down during a leadership transition, and the IP was sold to what ultimately became Even Realities’ G series.

What we want is for accessories that you are already wearing to be smart.

Ayse Ildeniz, VP of Business Development, Intel

SparkSenior design lead

Spark dashboard on a phone showing Spark Score, credit score and payment progress, beside a payments schedule card

Loan access without credit

Spark helps Canadians with little or no credit history access micro loans that grow as they build a record of on-time payments. It’s the first product of its kind in Canada.

I led Spark from concept to launch on a compressed timeline, shaping the product, brand and UX in parallel. Less than a year after launch, 5,255 Canadians have connected their bank accounts to Spark (Q4 2026).

Spark is a work in progress and is in a transitional design period.

Pay it back to stay on track

Martha Stewart3D artist, Canopy Growth

Martha Stewart CBD Wellness Gummies packaging render beside Martha Stewart holding a CBD oil dropper

Martha Stewart Wellness Gummies

In partnership with Canopy Growth Corp., Martha Stewart launched her CBD line of cannabis edibles and oils. As a member of Canopy’s creative team, I shared the responsibility to conceive a visually compelling cannabis brand in line with Martha Stewart’s family of existing projects.

I was selected to work with a dedicated team of art directors and digital painters to develop enticing packaging and elegant sales displays for use in American cannabis dispensaries. My packaging renders were broadcast globally during her 2020 launch.

I’m gonna be on cannabis while I’m cooking, but ain’t no need to put it in the food.

Martha Stewart

Human TouchCreator

HumanTouch brand card beside the onboarding screen asking what style of art interests you

Preserving human authorship

HumanTouch verifies and certifies human-made creative work, giving designers and artists lasting proof of authorship as generated content becomes the norm.

I founded HumanTouch and lead its product, brand and UX. The first build was a Photoshop plugin that reads a layered working file across multiple signals and issues a unique, permanently registered and tamper-proof cryptographic certificate for each verified piece. It has since developed into a platform where artists and designers can share, discover and license verified work.

HumanTouch aims to launch in 2027 pending investment and public interest. A demo can be requested under NDA.

AI philosophy:
More room for the human

Good design has always come from people who care about the human on the other side of the screen. AI gives my teams more room to do that work well.

A lot of what slows a creative team down sits around the creative work itself: resizing assets, chasing the latest file, rebuilding a component for the fifth time, writing the same spec twice. We are now able to automate the repetitive steps, keep one source of truth, and move from an approved flow to a working prototype in a fraction of the time it used to take.

The time we get back goes into the parts of the job that need a human. Understanding users, making judgement calls, exploring the organization-specific idea that doesn’t fit a template, and paying attention in the areas that other people aren’t. AI is very good at producing options. Following the right one, and knowing why, is still our job.

  • People own the decisions

    AI drafts, explores and automates. Designers decide, and they stay accountable for the craft.

  • We’re open about how we work

    Teammates and stakeholders always know where AI was part of the process.

  • Scrutinize the output

    We review it for accuracy, accessibility, compliance and brand fit before it sees the light of day.

  • We protect the people tools learn from

    Respecting human authorship is the reason I built HumanTouch.

Used this way, AI gives creativity more space. Teams spend less time on production and more time on ideas, and the work gets better for the people we design for.

Tweed Fizz can under the line All bubbles, no troubles
Spring How much would you like to borrow screen
Martha Stewart CBD oil with blood orange halves
Spark available credit and referral screen
Three whisl vape devices standing together
Spark dashboard showing money and Equifax credit score
Hand holding a Tweed Lime can against green
Spring ad with a You have received money notification
Smart glasses headset emerging from shadow
Martha Stewart CBD creams with lavender and ginger
Hand dropping a Tweed Xpress gummy beside its pouch
Spring Personalizing your offer screen
Deep Space Xpress gummies in a purple vortex
Spring select your loan amount screens
Tweed iced tea cans with fruit: Have a nice tomorrow
Recon smart glasses product page
Tweed pre-rolls fanned around their pack on yellow
Neo card screen: A smarter way to build your credit history
Deep Space can in a splash of green droplets
Green cannabis gummies on a pale teal background
whisl vape pods in navy and silver on a dark background
Smart glasses notification settings screen
Retail display shelf with plants and branded packs
Spring ad: Ancient bills? Put them in the past
Tweed campaign with a cannabis box and vape cartridge