Project Description

Founded in 2001, the family business McMEL designs, produces, and distributes high-end aluminum decks for architects, real estate developers, construction managers, and the residential sector.

To elevate its image to its ambition of leadership in the Quebec and Ontario markets, McMEL undertook a crucial overhaul of its visual identity, as its initial logo no longer matched its reality and its high-end positioning.

The original name, McMEL, was the result of combining the first initials of the founder's family members and was pronounced by spelling out each letter (M.C.M.E.L.). This acronym pronunciation posed comprehension challenges for the Anglophone clientele (with a distinct pronunciation from the French one). Furthermore, the combination of five letters, including four consonants, made the name difficult to remember in both languages.

Django astutely proposed transforming the acronym into a unique proper name: McMEL. This simple solution facilitated pronunciation and memorization in both languages while preserving the meaning and the emotional connection behind the original name.

Meaning of the Logotype

The symbol represents a stylized "M" that evokes an isometric view of a railing, thus suggesting the world of decks. The color palette, composed of a dominant anthracite grey and an accent blue, reinforces the brand's high-end and contemporary image.

AGENCY
Altitude Conseil

VISUAL IDENTITY
Graphic Design and Art Direction: Django
Brand Signature: Django
Strategy and Copywriting: Maxime Courchesne
Project Management: Georges Poulin

WEBSITE AND CORPORATE BROCHURE
Graphic Design and Art Direction: Django
Strategy and Copywriting: Maxime Courchesne
Project Management: Georges Poulin