Déco Surfaces: Far Beyond the Surface, A Rebranding from the Core
Montréal, April 3, 2024 – Déco Surfaces, bringing together more than 50 merchants and officially the largest network of flooring and decoration retailers in Eastern Canada, has entrusted Camden with a complete overhaul of its brand. This commission heralds a long-term partnership, marking the third year of collaboration between Camden and Déco Surfaces.
Camden leveraged its knowledge of the brand and unique methodology to enhance what’s truly unique about Déco Surfaces: the exclusivity of its offer—which includes high-end European brands—and by unparalleled interior design support and counseling, culminating in a seamless shopping experience. The challenge of the mandate was aligning the brand with a more sophisticated, yet accessible register was at the heart of the mandate, which began with a strategic phase consisting of several workshops with diverse panels.
Subsequently,developing an entirely new adaptive visual identity and brand image, supported by solid strategic foundations. This was then translated and applied across all Déco Surfaces’ touchpoints with its clients and various internal and B2B audiences.
Included were a brand book and a toolkit to facilitate its respectful use, as well as deployments on vans, in storefronts, and in the online and in-store customer experience. A digital and radio awareness campaign was also developed, focusing on the theme Much More Than Surface-Level (Bien plus qu’en surface), which had been introduced in 2022.
Mitch Cayouette, VP of Creation and partner at Camden in Montreal: "We immensely enjoyed working on the evolution of a brand that is warm, accessible, creative, and sophisticated. The new visual identity, with the "D" symbol organically conveying the essence of its attributes, represents a promising avenue for the years to come."
Jacques Cloutier, General Manager at Déco Surfaces concludes: "Beyond creative services, Camden has provided strategic support that truly made a difference in this mandate. We are all thrilled with this new evolution of our brand, which now more than ever, embodies the essence of Déco Surfaces."
Credits:
Client: Jacques Cloutier, General Manager, Déco Surfaces
A mandate proudly executed by the various teams at Camden
