2026 Winner

Montreal lacked a professional women’s football team, forcing many athletes to leave or abandon the sport altogether. Les Roses FC de Montréal set out to change that, launching with a brand designed to spark cultural momentum. Its focal point was a custom variable typeface inspired by the iconic Farine Five Roses sign and a rose’s thorny stem, balancing strength and elegance with high energy across applications. The identity gave the club a distinctive, ownable voice rooted in the city’s DNA, positioning it as both a team and a symbol of ambition for women’s sport. The impact was immediate: $16,000 in ticket and merch sales within 24 hours, more than $100,000 to date, 100% positive media coverage and 15 new investors, all while helping retain local talent and attract elite players back to Montreal. The work proves that branding can drive both cultural and commercial change.

Credits

AGENCIES : Cossette et GRDN
PRODUCTION COMPANY : Septième
SOUND STUDIO : Cult Nation
CLIENT : Les Roses FC de Montréal

Chief Creative Officer, Cossette Est : Anne-Claude Chénier
Vice President, Branding + Design : Richard Bélanger
Art Direction, Design : David Théroux, Lionel Michee
Graphic Design : Nicolas Chamberland
Creative Direction, Naming, Copywriter : Olivier Fortin
Copywriter : Mélanie Delisle
Chief Strategy Officer, Cossette Est : Michel-Alex Lessard
Vice President, Strategy : Judikaela Auffrédou
Director, Lead Strategy : Andréanne Lessard
Strategy : Anne-Sophie Vachon
President, Quebec and Eastern Canada : Louis Duchesne
Senior Vice President and General Manager, Cossette Digital : Jean Hugo Filion
Vice President, Lead Business : Myriam Veilleux
Product : Miriam Bousquet
Digital Product : Marie-Michèle Coulombe, Alexandra Adénor, Gaïda Demotte, Jean-François Parent
Digital Creation : Sébastien Tremblay, Jonathan Pinard, Catherine Sabourin, Fannie Deschênes
Digital Strategy and Business Intelligence : Barbara Roque, Marina Sist, Eric Deslauriers, Aurélie Kuntz, Cédric Degallaix
Web Development : Stéphane Demotte

Strategic Design and Community Engagement : Sébastien Boulanger, Hugo Savoie, Daniel Ouellet, Anne-Marie Mercier, Angelo Destounis, Ketsia N’Kumbu (GRDN)

Print Production : Colette Dumay, Daniel Cartier (Septième)
Typographic Production : Alexandre Saumier Demers
Content Production : Eva Martinez
Post-Production : Nasim Mousavi, Frédérique Marseille, Océanne Langlois
Editing : Thomas Bellefleur, Delphine Legault, Isaac Baulne
Online Editing and Motion Design : Loïc Dubeau

Collaborators : Patrick Boivin, Amy Walsh, Nick De Santis, Jennifer Nagy Delli Fraine, Junior Bombardier

Clients : Isabèle Chevalier, Jean-François Crevier, Annie Larouche, Nathalie Vachon