Over 90 years old, the Junior Chamber of Commerce of Montreal (JCCM) wanted to dissociate itself from an aging, inward-looking and homogenous perception. To this end, Republik developed a positioning and brand image in keeping with the organization's progressive history, highlighting its diversity, commitment and accessibility.
This groundwork led to a free membership, making the business community more accessible to all, and the creation of a diverse collective to represent the JCCM in the public eye.
The JCCM now has a visual identity that evokes the vitality and effervescence of the next generation. It reflects the boldness of youth, while evoking the maturity expected of a chamber of commerce.
The modular logo offers a plurality of possibilities, in reference to diversity. The round, flowing typographic characters express both the notions of journey and support. The new tone, conveyed by the campaign signature "Change happens through you", is confident and inviting.
"REPUBLIK CAPTURED THE DYNAMIC, FORWARD-THINKING SPIRIT OF OUR NETWORK, WHILE CAPITALIZING ON OUR HISTORIC ASSETS. THEIR WORK IN REDESIGNING OUR BRAND IMAGE HAS ONCE AGAIN SPARKED A STRONG SENSE OF BELONGING AND PRIDE. AN EXCEPTIONAL COLLABORATION, BASED ON THE SAME VALUES, THAT HAS TRANSCENDED OUR EXPECTATIONS."
- Marie-Krystine Longpré, General Manager, JCCM
The JCCM's vision is to contribute to building a progressive, inclusive and economically sustainable society through the development, representation and influence of Montreal's next generation of business leaders. The visual identity highlights the diversity and openness that characterize this effervescent space.