Letters from Orlé

Letters from my desk, to yours.

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.

Kris Brouillette, Brand Strategist, Orlé

About the author

The desk these letters are written from.

I’m Kris Brouillette → I build content worlds for founders, out of Montréal.

The work runs in two steps. The Full Reconstruction is ninety days on the brand itself: the diagnosis, the world, the pillars, the series, and a calendar system you can actually run. Then, if you want it made week after week, The Correspondence (you film, I do everything either side of the camera) or The Residency (I film, edit and run the account).

No templates and no rented voice. A calendar, yes, but one built out of you rather than downloaded from someone whose business looks nothing like yours.

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. They go up when they’re ready, not when a calendar says so.

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

Read the full About page

Earlier letters

The ones that came before.

One so far. In order of arrival, most recent first.

  1. May 2026

    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 when something asks to be written down.

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

Done reading?
Let's do the work.

It starts with The Full Reconstruction. Ninety days on the brand, the world, and the system that carries it. The retainers open from there.