Our creative process naturally begins by constructing a BRAND PERSONALITY. We wanted Culture Laurentides’ to be creative, personal, credible and useful.

In 2018, the Laurentians regional cultural development organization (Conseil de la culture des Laurentides, or CCL) implemented a strategic plan to reassert its vision and to meet current challenges in the greater Laurentians region. It quickly became clear that it was necessary to change the organization’s name to Culture Laurentides. Its refocussed mission is to contribute to cultural development by offering support services for artists and other stakeholders involved in that field.

Service-Station Communications was contracted to revamp the brand’s visual identity, to strengthen Culture Laurentides’ positioning and ensure its continued viability. We developed a logo, worked on the website and proposed some social media headers and a few promotional objects.

As usual, our creative process began with creating a mood board and selecting a colour palette:

In our first presentation, we almost always introduce three concepts. Our full process includes two rounds of revision.

Here are the concepts presented in Stage 1.

Once the choice settled on the first option, we all agreed that the logo would have even more impact if it used actual, human handwriting. We explored several styles:

Then, the final logo was selected by consensus:


THE IDEA underlying this logo is one of a “signature,” that is, genuine handwriting rather than a computer font, to underscore the character of Culture Laurentides:

– Human: Representing real people and offering services from expert professionals

– A guarantee of quality seal: With the ensuing accountability

– Distinct and unique: 100% “handmade” in the Laurentians, therefore impossible to imitate or copy

Several presentations were given to provide context and explain how the brand identity can come to life as a complete platform, be it via the Facebook header or the website.