Montréal Multi-Channel Campaign
Montréal is a vibrant and bilingual city located in the province of Québec, Canada. It is known for its picturesque cobblestone streets, historic architecture, and lively cultural scene. The city is filled with museums, art galleries, and theatres, making it a popular destination for the arts. Montréal is also a food lover's paradise, with a diverse range of cuisines from around the world. Whether you're exploring the vibrant neighborhoods, taking a stroll through the city's botanical gardens, or enjoying a hockey game, Montréal is a city that has something to offer for everyone.
Final Logo
The new Montréal logo stands proud and strong as a single ‘M’ for a logo mark. This color red derives from the original color theme for Montréal’s current campaign. The simple, yet intricate curves provide an instant recognition to the cities brand and by using either the primary, secondary, or tertiary logo, these can be applied across many different types of media.
Website View
When designing the website on Figma, a lot of my focus was geared towards tourism and how tourists might visit the site in order to plan out their itinerary. I made sure to include where to find events and things to do as well as places to stay and deals that are offered. When designing a website I always keep in mind the sites purpose, the target audience, and the responsiveness of the website as a whole while still maintaining the cohesive look of the brand.
Final Brochure
This brochure was designed for people visiting Montréal that are interested in the culture and would like to know a little more about the city. By using a balance of text, imagery, and graphics, this informative brochure carries the design from the brand into a handheld snippet of information that can be accessible to those in places like hotels or airports.
Typography
Logo Wordmark: Le Monde Livre demi
Subheading: Acumin Variable Concept semibold
Body Copy: Acumin Variable Concept default
Colors
Challenge
When designing a multi-channel campaign, the challenge always lies in how cohesive the brand is spread across all mediums. It was important for me to establish a distinguishable logo/brand in order to move the design into other projects while still recognizing the message and concept that is being portrayed.
Target Audience
The target audience that visits Montréal, Canada typically ranges from millennials to middle-aged travelers looking for a unique cultural experience. Many visitors come to explore Montréal's rich history and French-influenced architecture, while others come to indulge in the city's culinary scene or attend one of the many festivals held throughout the year. The city also attracts business travelers and students studying abroad. With its vibrant atmosphere and welcoming locals, Montréal is a popular destination for those seeking adventure and new experiences.
Deliverables
Logo (3 alternatives total)
Brochure (tri-fold)
Website
Advertisement
Research & Inspiration
I gathered inspiration from images of Montréal and researched their current branding. Their website was in dire need for a redesign and the green color they used was saturated and eye straining. The red color, on the other hand, was strong and is associated with passion and energy so I decided to keep the color as a possibility to use in my design.
Sketches
After researching and gathering inspiration I started sketching different options for the logo. I explored different ways to create the ‘M’ and the abbreviation for Montréal, ‘MTL’. I also experimented with hard-angled shapes and ways that I could arrange the type and imagery in the brochure.
Drafts
I first provided three different choices for the logo. After acquiring feedback and careful consideration, I decided to move forward with the left logo. I continued to tweak the shape of the logo as well as the color until I landed on the final logo that is applied to the campaign.
Reflection
After visiting Montréal for the first time, I learned so much and had such a great time that it was an obvious choice for me to do a multi-channel project like this one. I hope this campaign inspires others to consider visiting Montréal as much as it inspires me to want to continue designing multi-channel campaigns.