Building Dulcedo’s New Web Design and Brand Refresh with Locomotive
- How Karim S. Leduc’s vision and Locomotive’s craft came together to deliver a unified, future-ready identity
Rebrands can often look like surface work, however Dulcedo’s transformation was never skin-deep. It was a two-year push defined by passion, rigor, and coordination to turn a sharp intuition into a living system. That work spanned Dulcedo leadership and Locomotive®’s full team — design, development, QA, and strategy — each bringing their craft to the table.
This rebrand began with CEO Karim Leduc, who spent two years architecting the vision, building the brief, and hand-selecting the team. It was about finding the right partner. Karim built a close relationship with Locomotive’s Sebastien Dust Leblanc, along with Léa Démarest and Simon Regniault, to bring the vision to life. While Dust is comfortable leading from the front, he’s adamant:
“Web design at this level is an orchestrated effort. I have a part to play, but it only works when many specialists move in concert.”
For Dulcedo, that meant cutting through fragmented ideas and returning to the essence. The result is a toned-down black-and-white system with gold as a signature accent: calm, editorial, and confident.
One of the most distinctive features of Dulcedo’s new site reimagines how people interact with it. Instead of passively browsing talent profiles, Build Your Cast lets producers, brands, and creatives assemble a shortlist, much like a cart, and send it directly to a rep.
“We approached it like e-commerce,” Dust says. “You’re composing a project. We wanted to make that process intuitive and fast.”
On this project, Léa kept teams aligned and Simon ensured decisions tracked to strategy, supported by Locomotive’s extended team of designers, developers, and QA specialists. Even when the spotlight gravitated toward Dust, he redirected it:
“Léa managed the people side beautifully—when you have that many specialists, keeping tempo is everything. And Simon is the steady hand who makes sure momentum always serves the mandate.”
For Dust, momentum was key: “Velocity is not about rushing. It is about protecting momentum. You build it inside your team through trust, and you strengthen it with your client once they know you are carrying their vision.”
Karim’s creativity shaped the mandate from the beginning. With the vision set and the brief aligned, Locomotive translated ambition into design, strategy, and execution.
The site is not just a showcase or portfolio but a platform that lets users move from inspiration to action with tools like Build Your Cast. Dust believes that functionality points to the future: moving fast, protecting momentum, and expanding craft beyond the screen.
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