Audacious.
In view of their 34th congress held in person, the Liberal Party of Quebec was looking for a visual identity that would accurately represent their theme: Audacious. A few months before the elections, the leader of the opposition, Dominique Anglade, notably presented a greener plan for clean energy with no local CO2 emissions. In order to evoke the courageous, firm and thoughtful approach, the visual identity is assumed in vibrant colors and with a typography overlay that is both fearless and modern.
Challenges.
The main challenge was to come up with an identity that can easily be declined and stands out enough to be consistent with the theme of the Congress. The visual identity had to be declined on the main website, on wayfinding screens and projected onto the main screen behind the speaker throughout the congress, in social media and promotional video assets, newsletter assets, as well as physical visual supports such as podium posters and schedules. As they are a political party, there were some challenges regarding color choices since some specific colors would be too similar to those of opposing political parties. Legibility was also an important consideration when finding a typographical treatment that is distinctive.
Outcomes.
Ultimately, the end product is a clever mix of simple, yet modern processes echoing the audacious character of the political party's new identity. The gradient can easily be used for different media to efficiently evoke the convention’s main message. Through the gradient color choices, contrast between the graphic elements, and a simple and modern style, the visual identity beautifully conveys the party communication axis. It is dynamic, bold, modern, vibrant, and projects a feeling of renewed vitality.
Created with.
Adobe Illustrator, Adobe InDesign.
Material.
Digital.