PERT

To develop the program’s image, our team drew inspiration from a common barrier to learning French: accents—both spoken and written—that keep many people from learning a new language, especially in a professional setting. From this insight, the tagline was born: “Where accènts don’t mâtter” Adopting a light and inclusive tone, Circonflexe encourages non-native speakers to gain confidence in their French. By mixing French and English in its messages without compromising clarity, the campaign effortlessly shows that the step toward learning a new language is not that big after all. Visually, the boldness of the letters symbolizes the growing confidence of each individual, while the intentionally misplaced and minimized accents underscore the idea that they don’t affect understanding. The program’s logo, featuring two circumflex accents, representing two faces in conversation, symbolizes the human exchange at the heart of the program.

English-speaking Quebecers experience significantly higher unemployment rates compared to their French-speaking counterparts (10.9% versus 6.9%). By promoting French language learning, Circonflexe helps enrich our professional ecosystem while fostering a fair, proudly bilingual culture where mutual support and exchange thrive.