BRIEF:

​The SSRI represents a unique opportunity to encourage dialogue and intercultural exchange between Sherbrooke residents of all origins. For the their 10th-anniversary celebration, a new brand and a refreshed version of their characters were needed. The briefing included maintaining their existing primary colors and introducing a more extensive variety of characters. The goal was to represent a broader audience within the Sherbrooke community.

RESEARCH:

To kickstart the branding process, I mapped various similar institutions in the region to understand the visual languages they employed. The objective was to be somewhat related to other institutions while also standing out. With the client, we discussed different cultures and types of people to be represented in the characters, spanning gender, motor abilities, religion, and cultural backgrounds.

OUTCOME:

​I crafted a brand refresh that captures the essence of intercultural exchange in Sherbrooke. The bold logo, shaped like a wave, symbolizes overseas communities, with the second 'S' representing Sherbrooke as their new home. The 'R' signifies the importance of SSRI-organized meetings. Vibrant colors in the logo reflect diversity, mirroring the inclusiveness of SSRI initiatives. Alongside the logo, a dynamic visual identity, including character redesigns and a versatile color palette, was developed for use across various materials. The 2024 campaign featured impactful visuals on banners, cards, flyers, and various printed materials, enhancing the SSRI's engaging brand presence.