CJE Coaticook
Sometimes, forgetting to put yourself forward… means forgetting to be yourself.
THE CHALLENGE
The project started with significant challenges. The existing name was too long, too institutional, and lacked memorability. The brand identity was outdated and failed to connect with young adults, leaving them feeling unrepresented and uninterested. With little to no brand equity, the organization struggled to establish a clear presence in its community. Even the physical office space lacked the energy and openness they wanted to embody. In short, despite a powerful mission, the brand had lost its appeal and its target audience had stopped paying attention.
OUR CONTRIBUTION
At LX, we approached this mandate as a full-scale brand reinvention. We began by defining a clear positioning strategy, putting youth and inclusivity at the core. From there, we simplified and renamed the organization to Carrefour Coaticook, making it memorable and approachable. We developed a vibrant and modern visual identity paired with an authentic employer brand that reflected the team’s values while strengthening its appeal. We also extended the transformation into the physical environment by redesigning the office space to act as a natural extension of the new brand. In short, every touchpoint—digital, print, and physical—was carefully crafted to deliver a bold, cohesive, and meaningful brand experience.