A few days before Christmas, Lg2boutique got a precious gift: Telefilm Canada told the design arm of Lg2 it was now its “agency of choice” for the next three years.
The Crown corporation was looking for an agency to develop the brand image for itself and its partners when participating in international events. In total, 27Â shops across the country applied and, in the end, it was between Lg2boutique and an unnamed Toronto agency.
“We were all excited like children when we got the news, and really proud. In the design field, a three-year contract is extremely rare,” said PĂ©nĂ©lope Fournier, partner and strategy director, adding the new client is among the design shop’s “top five” largest clients.
The team will create Telefilm Canada’s international branding and ensure consistency in visual communications during international events like the Cannes Festival, the Toronto International Film Festival and Sundance—everything from signage to booths, brochures, pamphlets and microsites.
“Our main challenge is to stand out in those events, where the visual noise is enormous, with all the countries and production companies there. All our discussions right now are revolving around that. We want to develop branding that will powerfully convey the Canadian talent in a few words and a simple manner. We also have the challenge of representing every branch—acting, long and short films, digital, et cetera—in a single image.”
According to Fournier, Telefilm chose Lg2boutique because of its expertise and the chemistry between the two teams. (The corporation couldn’t comment Thursday. It was busy following the Oscar nomination of Quebec movie War Witch in the Foreign Language category.)
The next stop for Lg2 will be the MIPTV trade show in Cannes in March, and then Cannes Festival in May.
It’s not the first international mandate for the shop. Last summer, L.A.-based professional hair products brand Sexy Hair Concept—distributed around the world, though not yet in Canada—chose Lg2boutique to update its packaging.
