BRANDING – BRAND IDENTITY
Studiogrif was initially commissioned to redesign the City of Lorraine’s logo and modernize its use, in order to ensure a more consistent and contemporary application. This collaboration then led to the development of a detailed brand guide, establishing best practices to ensure a consistent, recognizable, and uniform visual language that reflects the city’s distinction. This identity was subsequently rolled out across various communication tools and a campaign visible throughout the city.
In a context where increasing urbanization is driving more and more families to seek out quieter towns in which to settle, the City of Lorraine wanted to strengthen its positioning as a haven of peace, offering both tranquility and proximity to all amenities.
As part of this project, we worked with the City of Lorraine not only to revamp its visual identity but also to fully implement it.
Through the brand manifesto process, we were able to translate the essence of the City of Lorraine into a refined visual language. We guided our client through every step of this process to better define its DNA, always with great attention to detail and a firm commitment to respecting the brand’s essence.
What we used to achieve this project:
“Thank you for all the valuable exchanges, for listening, and for your openness, which allowed us to work together toward a distinctive and unique image. We are very proud to showcase it every day!”
JOSIANE CYR
Director of Communications and Community Relations, City of Lorraine
Rather than completely reinventing the City of Lorraine’s logo, we refined its design by making subtle adjustments. Among other things, we optimized its legibility on both light and dark backgrounds.
We also created a comprehensive 39-page brand guide that provides a detailed overview of the City’s visual identity. This guide includes the iconography and graphic elements we developed to enhance the brand image (such as the outline-style coat of arms), as well as various templates and variations.
We have designed a wide range of communication tools: a municipal newsletter, printed materials, social media post templates, promotional materials, and more.
Our refined graphic design approach has allowed us to ensure that each tool was designed with precision, thereby creating a comprehensive brand guide that, above all, is consistent as a whole.
To introduce this new visual identity to its residents, we designed an advertising campaign displayed on bus shelters throughout the City of Lorraine in the form of a step-by-step guide.
This campaign breaks down the brand image and explains its various elements to convey its meaning in an inspiring way. Its slogan appears in different variations, all of which highlight the city’s distinctive strengths.
We also conducted persona research to represent the diverse faces that compose the Lorraine community.