IDENTITY by Cossette Montreal for Espace Pour La Vie

IDENTITY

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Industry Culture, Leisure & Sport
Media Design & Branding
Market Canada
Agency Cossette Montreal
Art Director Marc-André Rioux
Copywriter Anne Laure Naumowicz
Designer Marc-André Rioux, Louis Chapdelaine
Released January 2011

Credits & Description

Category: Logo Design
Advertiser: ESPACE POUR LA VIE (SPACE FOR LIFE)
Product/Service: MONTRÉAL’S BIODÔME, INSECTARIUM, BOTANICAL GARDEN AND PLANETARIUM
Agency: COSSETTE
Date of First Appearance: Jan 17 2011
Entrant Company: COSSETTE , Montreal, CANADA
Creation Director: Barbara Jacques (Cossette)
Art Director: Marc-André Rioux (Cosssette)
Copywriter: Anne-Laure Naumowicz (Cossette)
Account Manager: Pascale Chassé (Cossette)
Account Manager: Benoît Legendre (Cossette)
Media Strategy: Sébastien Houle (Cossette)
Agency Producer: Marie-Ève Bégin (Cossette)
Designer: Marc-André Rioux (Cossette)
Designer: Louis Chapdelaine (Cossette)
Graphic Designer: Daniel Cartier (Cossette)
Graphic Designer: Nathalie Boucher (Cossette)
Graphic Designer: Denis Lemieux (Cossette)
Media placement: Backlit - Subway - 17 January 2011
Media placement: Bus Shetler - Street - 17 January 2011
Media placement: Magazine - In-Store - 17 January 2011
Media placement: Event Invitation - In-Store - 17 January 2011
Media placement: T-Shirt - In-Store - 17 January 2011
Media placement: USB Key - In-Store - 17 January 2011

Describe the brief from the client
Espace pour la vie brings together Montréal’s Biodôme, Insectarium, Botanical Garden and Planetarium. A social project; a new way of living. Espace pour la vie proposes re-imagining the link that unites humans with nature, and to embody this link in a vast public space where citizens can come to learn about how they are involved in this relationship, and have fun at the same time.

Describe the challenges and key objectives
As for Espace pour la vie’s advertising offensive, it essentially focuses on a signage campaign reaching across the whole city of Montréal, in the daily press, in regional, national and international tourist guides and in the various social media. This campaign’s aim was to clearly communicate the brand’s new image and positioning, and allow citizens to learn about their environment. We’ve developed this advertising platform: to invite people to get to know our messages, to get closer to nature and, in so doing, develop a greater respect for our environment and act accordingly.

Describe how you arrived at the final design
From an identity standpoint, everything has been reviewed, from the logos and separate email codes for the four institutions to the typography, imagery and different messages. In contrast to the previous brand image, the creative mission was to establish a common graphic language for the four institutions and add a human touch (watercolour strokes) to the representation of the symbols.

Give some indication of how successful the outcome was in the market
Due to the recency of the campaign launch, it is difficult to judge the aftermath with accuracy.