Montreal, March 17, 2009 – Bleublancrouge has created the i.fiv5 brand for the Sports for Men department at Maison Simons.

“We wanted to develop a brand that people with an active lifestyle can relate to,” said Nicolas Pilote, a buyer for Maison Simons. “With i.fiv5, bleublancrouge has captured the essence we want the brand to embody.”

The visual platform was inspired by playing fields, both real and imaginary. As well as the new identity and the name, bleublancrouge developed the branding and the mood board for the new brand, currently available in-store.

“The name i.fiv5 is symbolic, representing our vision of how people celebrate their achievements,” said Marie-Hélène Trottier, Director of Creative Design at bleublancrouge. “It’s inspired by the high five.”

Maison Simons (www.simons.ca) is a department store that has been part of Quebec history since 1840. Today, it is a significant leader in the fashion retail industry.

Bleublancrouge (www.bleublancrouge.ca) is a Montreal-based creative agencythat is open to the world. Our motto is to change the course of things for our clients.

CREDITS

Client: Maison Simons – Nicolas Pilote, Buyer
Agency: bleublancrouge
Director of Creative Design : Marie-Hélène Trottier
Designers and Illustrators: Joe Lapalme, Francis Desrosiers
i.fiv5 logo: Joe Lapalme
Client Services: Jean-Philippe Tardif
Project Manager: Line Desjardins
Copywriting: Justin Kingsley

Posted under Fashion, Graphic, design, montreal