Complete branding and identity system
Bleublancrouge has been hailed as a Top 10 Canadian Agency by both Marketing Magazine and Strategy Magazine, with clients including Toyota, Apple, Lotto Quebec, MacDonald’s, and TV5. Last October the agency celebrated 30 years in business, and I was asked to rebrand this rich and internationally renowned company.
The focus of this redesign was to unify and add consistency across all brand touchpoints, both internal and external. Instead of designing a logo from scratch, I modified a portion of the existing mark, refining it to bring a timelessness to the brand’s 30 year history. I worked to maintain the utmost simplicity for all the accompanying assets, to make sure that the branding could get out of the way when showcasing agency projects, while still being tasteful and classic on its own.
The inspiration for the advertising and brand lexicon came from a brainstorming session that revealed Bleublancrouge’s desire to position itself as the “master skipper,” skillfully guiding clients into uncharted territories. This led to a nautical theme and a strong yet friendly typeface, along with photography to accompany that concept.
Design, Art Direction & Brand Management: Amelia Stier
Initial design help: Gab Marin, Mitsuko Sato, Edmund Lam
Copywriting: Crystal Béliveau, Alexandre Emond-Turcotte
Advertising Art Direction: Bartolomé Graziana
Creative Direction: Gaetan Namouric