2024 Winner

Les Francos de Montréal, a summer festival that has been around since 1989, was looking for a new visual identity that better captured its vibrant essence – emphasizing the festival’s celebration of French language, culture and community. The new branding from LG2 drew inspiration from the festival’s iconic name, leveraging its festive connotations to inform a fresh graphic language and design system. Each letter of the logotype was crafted in spring-inspired colours, using contrast to convey
the lively spirit of the event.

The physical brand identity extended beyond traditional graphics, transforming festival spaces into immersive environments. Oversized letters and interactive installations enhanced the street aesthetic, energizing the venue day and night with colour, light and scale. The approach aimed to establish a durable visual and experiential signature for the event, adaptable to changing themes and programming
while minimizing reprinting costs.

Credits

[Company Credits]
CREATIVE AGENCY: LG2
CLIENT: Équipe Spectra

[Individual Credits - Agency - LG2]
CHIEF CREATIVE OFFICERS: Marc Fortin, Luc du Sault, Josh Stein
VICE-PRESIDENT, EXECUTIVE CREATIVE DIRECTION: Nicolas Baldovini
VICE-PRESIDENT, STRATEGY: Sophie-Annick Vallée
VICE-PRESIDENT, ACCOUNT SERVICES: Julie Pilon
EXECUTIVE CREATIVE DIRECTION: David Kessous
CREATIVE DIRECTION: Élise Cropsal
COPYWRITING: Geneviève Jetté
DESIGNER: Vanille Windenberger, Pascale Alie-Crête
ARCHITECTURE: Mariana Gariépy, Hélène Fortin
STRATEGIC PLANNING: Marc-André Fafard
ACCOUNT SERVICES: Laure Hamonic, Joanie Couillard
MOTION DESIGNER: Samuel Thibodeau

[Individual Credits - Client - Équipe Spectra]
Catherine Harvey, Mélanie Tessier, Mélanie Octeau, Maurin Auxéméry