Bleublancrouge Agency Rebrand
Bleublancrouge Agency Rebrand
Bleublancrouge had long been a fixture in the Canadian creative scene—named a Top 10 agency by Strategy and Marketing Magazine, with clients like Toyota, Apple, Lotto Québec, and McDonald’s. After 30 years in business, I was brought in to lead a full rebrand: refining the legacy mark, unifying the visual system, and building a brand language rooted in clarity, restraint, and confident direction.
Challenge
Bleublancrouge had been a fixture in the Canadian agency landscape for three decades, with an enviable client roster and a reputation for bold ideas. But after 30 years, their identity system was showing signs of wear—visually inconsistent, difficult to apply, and lacking a unifying story across internal and external platforms. They didn’t want to start from scratch, but they knew they needed to evolve.
Approach
Rather than reinventing the brand, I treated it like a restoration—preserving the essence of the existing logo while refining it for a more timeless presence. The surrounding system was stripped back to the essentials: a pared-down color palette, a strong yet friendly typeface, and layout principles designed to elevate the work without overshadowing it.
During early brand workshops, a metaphor emerged: BBR as the “master skipper,” guiding clients into uncharted waters. That internal insight became the narrative backbone of the visual language—subtly nautical, quietly confident, and unmistakably Bleublancrouge..
Role
Creative consultant and lead designer from initial strategy through final rollout.
Stakeholders
Agency executive leadership and internal creative teams
Impact
– Strengthened brand clarity across all internal and external touchpoints
– Preserved brand equity while modernizing the identity for long-term relevance
– Improved usability of brand assets across teams and offices
– Reinforced credibility with legacy clients and helped position the agency for future growth
– Increased internal alignment and consistency in presentations, proposals, and communications
Deliverables
– Refined logo system
– Brand guidelines
– Visual identity system
– Templates for internal and external use
– Custom photography direction
– Messaging framework and internal rollout materials
