A brand guide for an attractive and coherent image

Last updated June 21, 2020
Reading time: 2 min

In June, the borough of Saint-Laurent was rewarded as part of the Plumes d’excellence 2020 contest by the Association des communicateurs municipaux du Québec for its new brand guide adopted at the start of the year.

To begin with, a research project

Curious to better understand the relationship of its citizens with municipal communication, the borough partnered in 2017 with the Chair of Public Relations and Marketing Communication of UQAM to conduct a study.

The research project aimed to improve communications between citizens and the borough as well as to know the communication channels favored by the population and the subjects that concern them.

A brand guide to be better seen and heard

The choice to develop a strong and coherent image for communications from the borough stems from the research project. This is how the Borough developped a brand guide with anaim to strengthen the identity of Saint-Laurent in the minds of residents and to provide an effective and stimulating toolkit for the communications team.

  • Capture Guide
  • Capture Guide
  • Guide de marque
  • Guide de marque
  • Guide de marque
  • Guide de marque
  • Guide de marque
  • Guide de marque

To achieve its objectives as a municipal body responsible for providing local services, the borough of Saint-Laurent needed a strong, attractive and competitive visual signature. A signature that celebrates its territory, ignites its pride and makes Saint-Laurent shine in the hearts of its citizens!

The borough’s communications team benefited from specialized support from the Paprika firm throughout this creative reflection between April and December 2019.

The objectives to be achieved for the success of the project were as follows:

  • Attractively reflect the distinctive character of Saint-Laurent;
  • Reach a large and diverse audience;
  • Offer all the flexibility required to create multiplatform applications (print, web, social networks, events, etc.)
  • Adapt to different types of messages (e.g. culture, sports, leisure, public works, community, sustainable development);
  • Display a “timeless” visual invoice that will remain relevant and attractive for several years.

Thanks to this prestigious recognition, we can certainly say “mission accomplished”! See all finalist projects on the ACMQ website.

“Because of its flexibility, creativity and exceptional rendering, we are pleased to award the Plume d’excellence to the borough of Saint-Laurent in the Visual or Cultural Identity Category.”

Charles Daoud
Member of the jury, Plumes d'excellence 2020

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