Reconnecting a city
to its team
Montreal Alouettes
A collaboration with VICE gave birth to the slogan *Toujours Game*, an expression that embodies the club's resilience and echoes Montreal's urban, bilingual youth.
Sport has the unique power to bring people together, to embody a city's identity and to inspire an entire community. Since 1946, the Montreal Alouettes have been at the heart of this dynamic, marking the history of Canadian soccer through victories, periods of crisis and rebirth. Yet, in 2017, the team found itself at a delicate turning point. A waning fan base, a brand identity eroded by the years and a weakened link with new generations were threatening the club's future. The challenge was clear: to breathe new energy into the Alouettes while respecting the 75-year heritage that makes them unique.
Avon Cobourne of the Alouettes shouts as he holds up the Cup during the Grey Cup Parade in Montreal, December 1, 2010.
Photo credit: Ryan Remiorz / The Canadian Press
Our challenge:
Far from its glory days, the team was struggling to mobilize. The stands were emptying, the younger generations were turning to other sports, and the club was suffering from a lack of cultural roots in the city it represented. Even more worryingly, this lack of a sense of belonging extended beyond the fans to players, employees and partners. Without a foundation of shared pride, it would be difficult to hope for a lasting revival. For the Alouettes to regain their place in the hearts of Montrealers, it was necessary to redefine their identity by drawing on the strength of great sports franchises: their ability to reflect and amplify the energy of their city.
Immersion in Molson Stadium with observation of the site and the fan experience.
We delved into the heart of the organization to understand what was missing, what needed to be revived and what needed to evolve. Through extensive discussions with management, employees, players and fans, we identified a fundamental need: to reintegrate the team into Montreal's cultural landscape and reconnect with a sense of collective pride.
The Montreal Alouettes' first logo, created in 1946. Since then, the team has changed its visual identity five times.
Herb Trawick made history when he joined the Alouettes in 1946, becoming the first black player in the Canadian Football League and paving the way for Montreal.
Alouettes legend Peter Dalla Riva enters the Autostade to rapturous applause.
A memorable meeting with "Dr No", who has been an appariteur for 25 years, and took us behind the scenes of the team.
With the ambition of highlighting the team's greatest stories, we created a modern walk of fame installed along the bleachers of Percival-Molson stadium. This installation kicked off the rebrand.
The visual identity has been redesigned to reflect both the team's heritage and modernity. The traditional "A" has been replaced by a stylized "M", symbolizing Montreal and the wingspan of a lark in flight. The colors have been intensified to mark a break with the past, while remaining faithful to the team's DNA.
With Vice Sports on the rise, we initiated a creative collaboration with this Montreal-born media company. The project included adding the logo to the uniform and training the social media teams.
"Stemming from our desire to bring the team closer to its city, the idea of adding an "S" to Montreal celebrates both the Als and Montreal. A simple gesture that has become a rallying cry."
Chef Paul Toussaint proudly wearing the Montréals scarf.
"The players joined the MURAL Festival party, where the official unveiling of the team's roster took place."
Fashion is at the heart of rebrand as a language of identity and belonging. We anchored the Alouettes in Montreal's urban culture, linking the team to its environment and communities.
This transformation couldn't just be about image: it also had to be experienced from the inside. By involving players, staff and partners, we strengthened their sense of belonging and gave everyone an active role in the club's rebirth. As a result, a strong culture has emerged, in which everyone involved in the Alouettes feels invested with a common mission.
It was essential that this transformation was not just visible, but experienced from the inside. By involving players, staff and partners, we strengthened their sense of belonging and gave everyone an active role in the club's rebirth. This work has helped to recreate a strong culture, in which everyone involved in the Alouettes once again feels invested with a common mission.
The players themselves then carried this transformation forward. More than just faces, they had to become its natural ambassadors: every gesture, every speech, every public appearance was an opportunity to embody the change.
Photo shoot with Henock Muamba, Canadian linebacker of Congolese origin. He was the Alouettes' true leader.
John Bowman, an iconic Alouettes veteran, was the voice and conscience of the dressing room. Through his experience and consistency, he embodied the resilience and pride of the team.
Vernon Adams Jr., quart-arrière explosif des Alouettes, était le cœur des “Cardiac Kids”, cette formation qui arrachait ses victoires dans les derniers instants. Leader charismatique, il incarnait l’audace, l’énergie et la foi inébranlable de ses coéquipiers. Photo : Graham Hughes /THE CANADIAN PRESS
In less than a year, the effects of this transformation have been felt. Fan engagement on digital platforms has soared, ticket sales have risen significantly and the Alouettes have become more attractive to the younger generation. Beyond the numbers, a new dynamic has taken hold: the Alouettes have regained their place in the Montreal cultural conversation.
A milestone in Alouettes history: on each of the five occasions the team has changed its logo, a Grey Cup victory has followed.
This metamorphosis has propelled the Alouettes to 4th place among the most reputable teams in Canada, a recognition of the profound impact of this transformation. But more than that, it has allowed the Alouettes to rediscover their pride and raison d'être: to embody, on and off the field, the spirit of a city that never stops reinventing itself. Source
This project earned us the prestigious Silver Cube from the Art Directors Club of New York, an international recognition of creative excellence.
We were privileged to see our work take the form of a championship ring - a recognition as rare as it is unforgettable.
Our human-centered approach creates unique crossroads where customers, employees and partners break down silos to put the project at the heart of everything.
Vice's video on the Alouettes' transformation - find out more.
Client
Montreal Alouettes - Patrick Boivin
Collaboration
Vice Média, Delphine Poulx
Paul Labonté & Joshua Lessard
Realization
Matt Charland
Videography
Pierre-Marc Lachaine, Philippe Têtu
Music
Midnight Print Studios
Photography
LM Chabot,Celia Spenard-Ko, Philippe Têtu
Styling
Teamm - Sabrina Deslauriers
Decor
Motion design
Web development
Bulldozer
