Why work for an agency when you have all it takes to launch your own? Just like Dominique Trudeau.
The former executive creative director at Taxi and vice-president at Bleublancrouge has opened the doors at Couleur locale.
“I’ve been working for 25 years now, and with the experience I have accumulated in several fields like design, web and advertising, it was now or never. It was something I’ve wanted to do for a long time,” said Trudeau when asked why he made the leap.
The name Couleur locale, which translates as “local colour,” was inspired by his love of Québec artisans. “Too often, we think that the grass is greener elsewhere, but I do think we have a lot of talent here. Also, in advertising we often ‘internationalize’ things, we think we have to do it in order to be successful or noticed. But you can totally reach internationally by doing local.”
That doesn’t mean he aims for Québec-based clients only. Rather, down the road he hopes to work on national and international brands and infuse them with a little local Quebec colour.
His agency offers branding services, as well as traditional advertising ones. “These days, the work is mostly campaign-based. In between, nothing is done. What I really enjoyed in my past work was accompanying brands. I want to do strategic work, identity work, build a marketing language for a brand, be there in continuity, for the long term.”
Based in Mont Saint-Hilaire, Couleur locale has two employees for now: Trudeau and Mireille Paradis, vice-president and brand designer. They’ll work with a network of freelancers, “tailored to the client’s needs.”
For now, the shop has three clients: Raymond Chabot, Camoplast Solideal and Monsieur Félix & Mr Norton. For the latter, a marketing campaign should be launched soon.
