A complete identity overhaul for one of Montréal's most respected soccer clubs: a modernized crest, colors, and typography unified across kits, merchandise, and community materials.
Context
In 2023, CS St-Laurent, one of Montréal's most recognized soccer clubs, needed a modern identity to match its growing ambition. The existing brand lacked visual consistency across uniforms, marketing, and community materials, and the club was ready for an image that reflected its competitive level.
Challenge
- An outdated logo and typography that didn't reflect the club's competitive level.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.
Approach
- Research & discovery – Met with club leadership and members to understand the club's 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 palette rooted in club heritage.
- Application – Rolled the identity out across home and away kits, training gear, social media templates, and signage.
- Guidelines – Delivered a full brand book to keep every future application consistent.
Outcome
+28%
player sign-ups year-over-year after launch
+215%
social media engagement in the first three months
- A striking, modern identity now recognized across the league.
- New kits adopted by every team, from youth to senior.
- Branded materials used by coaching staff and administration for all communication, and several rival clubs inquired about similar work.
“ The rebrand brought our community together in ways we couldn't have imagined. ”