Well, This Is a Curious Development.

A new creative studio, a familiar face, and an invitation to follow a good idea somewhere unexpected.

I’ve spent years helping brands introduce themselves. Finding their voice. Giving them a look. Figuring out how to make someone stop scrolling long enough to think, “Oh, hello.”

You might assume that introducing my own would be easy.

Adorable assumption.

Welcome to White Hare Atelier, my new independent creative studio. I’m Alex Pinard—the designer, creative director, and person currently deciding whether that headline needs one more pass.

(It probably does.)

If we’ve worked together before, hello again. You’ll recognize the person behind the curtain. If we haven’t, come in. There’s quite a bit to explore.

For years, my creative life has unfolded inside other brands: wellness, hospitality, ecommerce, lifestyle. I’ve worked on the things you hold, the things you click, and the things that somehow need to be ready by tomorrow. Identities, packaging, campaigns, websites, emails. All the pieces that help a business feel like itself.

Working in-house teaches you to care about what happens after the beautiful presentation. The idea has to work across channels. The files have to get made. The deadline is very real. And sometimes the best creative solution begins with asking a better question.

I’m bringing all of that with me.

But I wanted a place to invite new possibilities in. A home for the kind of work that starts with “What if?” and a relationship that begins before anyone knows exactly what the finished thing will look like.

So I gave that next chapter a name.

Why White Hare?

There’s a real trail behind this particular rabbit hole.

My new chapter in Greenville brought me to the Swamp Rabbit Trail, which found its way into the name of the studio. White Hare carries a little of that sense of movement and discovery—the possibility that following your curiosity might take you somewhere worth going.

And yes, there’s a wink to Wonderland. I have a soft spot for unexpected turns, slightly mischievous ideas, and worlds where imagination gets a proper seat at the table.

“Atelier” means an artist’s or designer’s studio. It felt right for a place where I’m personally involved in both the thinking and the making.

Consider this mine. The door is open.

So, is it still just a one woman show?

Yes. Hello. Still just me. But with my own path to follow.

White Hare Atelier gives my practice a name and a place to grow. When we work together, you’ll work directly with me: the person asking the questions, exploring the ideas, designing the work, and noticing that something needs to move three pixels to the left.

My original portfolio holds the story of where I’ve been. This studio opens the conversation about what comes next.

Maybe you’re launching a business and have a hundred ideas competing for attention. Maybe your brand has grown, but its design hasn’t quite caught up. Maybe your team needs an experienced creative who can get involved, understand the assignment, and help move things forward.

Those are all excellent places to begin.

You don’t need a perfectly packaged brief. An interesting problem, a little ambition, and a willingness to explore will do nicely.

As this space grows, I’ll share projects, ideas, and occasional detours into the details that make design so endlessly interesting to me. There will be some process. Some personality. Almost certainly an opinion about typography.

For now, take a look around. Follow whatever catches your eye.

And if you have something in mind, I’d love to hear about it.

Tell me what you’re dreaming up. Let’s see where it leads.