Letters from Orlé

Letters from my desk, to yours.

My thoughts on content, creativity and the business of being seen. This is where I put down what I notice. What good content is actually made of. Founders whose feeds I can’t stop thinking about. What building Orlé is teaching me, and what I’d tell you if we were on a call.

Christine Brouillette, Brand Strategist, Orlé, smiling with one hand behind her head

About the author

The desk these letters are written from.

Hi, I’m Christine Brouillette.

Social media strategist and creative based in Montréal. I do one kind of work: find what your work actually feels like and build it into your online presence.

Retired model with 10 years under my belt. I studied filmmaking and photography, then got my bachelor’s in marketing and spent 4 years in corporate marketing.

Every camera I’ve stood in front of and every budget I’ve defended taught me the same lesson. Beautiful content that doesn’t convert is useless, and strategy nobody feels is noise. I’m the bridge between the two.

This page is the quiet part of that work. What I notice between shoots. A piece of content I can’t stop thinking about, and why it holds up. Something I read or sat with and had to put down somewhere. Some entries are short, some take three readings. A new one arrives every week.

If you’re curious about the rest of the story, the longer version lives over here.

Read the full About page

Earlier letters · coming soon

The ones still to come.

Nothing here yet. The archive fills up as the letters go out, most recent first.

  1. Coming soon

    The first letter · on taste

    Where has taste and creativity gone?

    Everyone has become a clone of whoever the trending guru is this month. Why good enough will not cut it anymore, and why taste is becoming the only way to get seen at all.

    Taste Creativity

New ones arrive every week.

Where has taste and creativity gone? Letters from Christine

I am completely bored by the state of content marketing for founders with a personal brand. Everyone has become a clone of whoever the trending guru is this month. Copy the outlier post. Steal the first three seconds. Open a curiosity gap. Be authentic.

“Don’t reinvent the wheel,” they say. Fine. But we all end up looking and sounding the same.

I looked everywhere in Montreal for beautiful, well thought out content for personal brand businesses that still brought in revenue. I didn’t find any. And I’m guilty too. I’ve done the talking head with the prewritten script. It gets clients. It also feels empty.

Good enough isn’t going to cut it anymore. In a feed where everything sounds the same and anyone can produce it in an afternoon, taste is becoming the only way to get seen at all. And life is short. Content is part of what a company gives to the world. It is our duty not to waste people’s time with garbage.

Orlé is my experiment to find a better way, one where creativity and taste are a founder’s best assets.

Are you in?

When you are ready

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