Project brief: Espace pour la vie brings together Montréal’s Biodôme, Insectarium, Botanical Garden and Planetarium. It is a social project, a new way of living. Espace pour la vie proposes reimagining the link that unites humans with nature and embodies this link in a vast public space where citizens can learn about how they are involved in this relationship and have fun at the same time.

Approach: The better we know someone, the closer we become. The closer we are, the more we respect that person. This is why we’ve developed this advertising platform: to invite people to get to know our messages, to get closer to nature and, in so doing, develop a greater respect for our environment and act accordingly. Visiting Espace pour la vie immerses us in a new relationship with nature. Nature is no longer a challenge but rather a partner, and this change creates a better understanding and greater intelligence regarding our role on the planet.

From an identity standpoint, everything has been reviewed, from the logos and separate email codes for the four institutions to the typography, imagery and different messages. In contrast to the previous brand image, the creative mission was to establish a common graphic language for the four institutions and add a human touch (watercolor strokes) to the representation of the symbols.

Effectiveness: In a society where culture is considered a tool of economic development, where young generations demand that the city they live in be an example of good citizenship, where the issues facing the planet force us to question our way of life, the purpose of Espace pour la vie becomes clear.

So why should Espace pour la vie’s clientele (made up of 40 percent tourists) believe in this project? Because Espace pour la vie’s institutions offer expert and inspiring content. And because, with permanent exhibits and themed events, the four institutions’ renewed and even more engaging programs will lead to distinctive and memorable experiences.

As for Espace pour la vie’s advertising offensive, it essentially focuses on a signage campaign reaching across the whole city of Montréal, in the daily press, in regional, national and international tourist guides and in the various social media. This campaign’s aim was to clearly communicate the brand’s new image and positioning and to allow citizens to learn about their environment.