Overview
In 2023, CS St-Laurent — one of Montreal’s most recognized soccer clubs — needed a modern identity to match its growing ambition. The club’s existing brand lacked visual consistency across uniforms, marketing, and community materials.
Challenge
- Outdated logo and typography that didn’t reflect the club’s competitive level.
- Inconsistent visual presence across kits, website, and printed materials.
- No unified design system for internal and external communication.
Process
- Research & Discovery – Met with club leadership and members to understand history, values, and aspirations.
- Visual Strategy – Defined a new brand position: Bold, united, forward-driven.
- Identity Design – Redesigned the crest, introduced a modern typeface, and created a versatile color palette reflecting club heritage.
- Application – Applied the new identity to home/away kits, training gear, social media templates, and signage.
- Guidelines – Delivered a full brand book ensuring consistent use across all platforms.
Outcome
- A striking, modern identity now recognized across the league.
- New kits adopted by all teams from youth to senior.
- Branded materials adopted by coaching staff and admin for all communication.
Results
- Player sign-ups increased 28% year-over-year after launch.
- Social media engagement rose +215% in the first three months.
- Community feedback overwhelmingly positive; several rival clubs inquired about similar services.