The challenge: To update the image of a real institution

Since its founding in 1905, the Canadian Club of Montreal has held over 2,000 luncheon-and-lecture events featuring a multitude of very distinguished guests. Just a glance at the long list of speakers over the years gives you a taste of the history of Montreal, Quebec, Canada and the world! The Canadian Club of Montreal has invited a succession of great thinkers, and men and women of action, to come and discuss the events of the day and matters of public interest with its members. Proud of its history and achievements, the Canadian Club of Montreal is today carrying on the work it began more than a century ago. And BrandBourg was enlisted to rejuvenate the image of this venerable Montreal institution.

Our approach: Working closely with the client to preserve a sense of history

From the start, the BrandBourg team went into active listening mode. We canvassed the different opinions of the members of the board of directors and the executive committee. We looked at the other Canadian Clubs across the country and their shared history in order to zero in on what makes the Canadian Club of Montreal so unique and impressive. Then, at the board’s behest, we took the helm of a committee of experts to guide the decision-making process. Our goal in all this was to conserve the distinctive character of the organization.

The result: A revitalized identity that reflects the Club’s cherished heritage

The new identity captures the essence of this institution; it reflects a sense of pride in its long and timeless tradition of excellence, while expressing its contemporary relevance. The graphic codes are consequently simple and classic. Since the graphic system is designed to stand the test of time, the Canadian Club of Montreal is all set for the next hundred years!

“The challenge was to reinvent ourselves while maintaining a sense of continuity with the reputation the Club has built up over the last 115 years. We embarked on this exciting endeavour with an open mind and without trepidation. We appreciated the attentiveness and creativity of the BrandBourg team, and their flexibility in responding to our needs. They guided us throughout the process in order to bring the project to a successful conclusion.”

Marie-Hélène Nolet, President of the Board of Directors, Canadian Club of Montreal

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