Every CEGEP in Quebec offers Business Services, and Collège de Rosemont is no exception. Business Services are currently the only departments in the education network to provide customized distance learning tool development and design. In this context, Macadam was mandated to reposition and create the Collège de Rosemont Business Services’ brand image.
Laying a solid foundation
After reviewing the literature, a competitive audit, and a series of internal and external one-on-one interviews to get a sense of the brand from many angles, we came up with a new brand promise that extends beyond the delivery of a quality training product. The College's Business Services will need to transcend this concrete offering by providing an exceptional human experience right from the first contact.
An evocative name. A distinctive identity.
Using this clear and assertive new positioning as a jumping-off point, we developed a new name that would carry this message. We settled on édago, which suggests the word pedagogy and the beginning of the word education, recalling the family link with the Collège de Rosemont parent brand.
The new logo’s acute accent was created by adding shapes derived from the Collège de Rosemont’s logo. The use of lowercase lettering is consistent with a welcoming, friendly, unpretentious brand personality. Indigo blue is associated with devotion and mutual aid. This shade of blue also evokes creativity and knowledge, which resonate with the desired positioning.