Montreal's Olympic Park inherited its sports centre from the 1976 Olympics. Forty years later, while still a centre for training and competitions, it was time to relight the flame and give this building back its prestige, revitalising its image and its facilities in order to generate more visits.
After lg2boutique created the new identity for the Olympic Park—an ode to the Olympic games and performance—the agency was called on to work closely with the two architecture firms involved in the complete reconstruction of the Sports Centre.
The objective was to modernise the premises while respecting the building's heritage and structure. It was a big challenge to enhance its immense concrete spaces and communicate the brand identity's energy and vitality throughout.
A vibrant OOH advertising campaign celebrating the Olympics Park's 40th anniversary was also created . It needed to pay tribute to the Park's most amazing moments, capture its timeless spirit and reflect the retro design of the building.
Performance, discipline, pushing the limits: these are the values reflected on the walls and within the infrastructure of the space. Everything is big. Everything is vibrant. This is expressed through a breathtaking, timeless modernity that is meant to make Montreal's Olympic Stadium one of the few in the world to move boldly into the future.
The idea was to build on this majesty in order to transform the centre into an inspiring space to work out and train. Who wouldn't dream of pushing themselves to excel in this space, transported by the electrifying energy of the prestigious events that have taken place here? But at the same time, all this grandeur might sometimes be intimidating, so the space could also use a warmer, more welcoming touch.
The brand's graphic identity is a wink at the official Olympic symbol and reflects the corridors and linearity of the various sports disciplines. This reinforces the building's athletic vocation, and is rolled out in four dynamic, vibrant colours that are used in the sports centre as codes to signal and make the segmentation of the immense premises vibrant and the public's circulation throughout.
Montreal's Olympic Stadium is one of the very few in the world to still be used for its first calling: sports. The strategy was to undertake a complete renovation of the premises in order to bring alive the new brand identity in the new spaces.
The 40th anniversary campaign's graphic identity honours the official Olympic Park structure in a fun and witty manner, with the architectural profile of the stadium becoming a central element to the campaign. The goal was to pay tribute to the stadium by referencing some of its most iconic moments over the past 40 years. Aimed at Montreal tourists and residents, it was intended to generate interest and excitement about all that the Park has to offer.
The Montreal Olympic Park is one of the few Olympic stadiums in the world that has been modernized and brought back to life since its games. An important increase of visits — 44% since the brand relaunch — reflects that the Montrealers are proud again of this iconic place.
