Context of the mandate
Looking to inject some fresh energy into its image, the Saguenay–Lac-Saint-Jean tourism niche specializing in adventure and eco-tourism entrusted Maison 1608 with creating a name and brand image around a simple, evocative and unifying concept. They wanted people to recognize at a glance the idea of sustainable adventure tourism while keeping the “créneau d’excellence” designation visible.
To develop the idea suggested by the group’s name (sustainable adventure in the boreal zone), Maison 1608 decided to emphasize the distinct character of the region in tandem with the two tourism clusters. The mottos stem from the keywords: collaboration, growth, innovation and excellence. The logo is based on the North Star, a navigational guide point, and the colours are inspired by the boreal landscape. The overall picture evokes the strength of a group defined by its excellence.