Challenge 

In the heart of the Marconi-Alexandra neighborhood, the two Alexandra streets cross paths. On one side, the young Alexandra, Princess of Denmark, nicknamed Alix by her loved ones, and on the other, the more mature Alexandra, Queen of Britain. A tribute to this woman was needed. The name "Queen Alix" seems obvious to us. Located at the intersection of Alexandra Street and Alexandra Avenue, the Queen Alix promises to integrate harmoniously and respectfully into the contrasting landscape of this district. For this new project combining lofts, condos and townhouses, real estate developer Maître Carré has approached us to create a global brand platform that will stand out. The challenge of this project was to design a brand identity that is well positioned in this heterogeneous neighborhood, while drawing inspiration from the community of artists, architects and families who make up atypical neighborhood.

Inspired by the history of the neighborhood and its artistic effervescence of recent years, the project is a tribute to the past, present and future. The guideline of the visual identity is based on the aspect of "well-kept secret", "hidden place" and "select club". Refined, modern and high-end were key words to define the overall aesthetics of the project. The Scandinavian inspiration is present, both architecturally and graphically to draw a parallel with the essence of the project.