Mandate
CCIRS partnered with CHILICLUB to redefine the brand identity of its youth division, Aile Jeunesse. The existing visual identity no longer reflected the energy, ambition, and modernity of its target audience, calling for a refreshed brand system that felt more aligned with a younger and more dynamic generation.
Objective
The challenge was to create a refreshed identity that maintained a strong visual connection to the CCIRS parent brand while introducing a more contemporary and approachable tone. The new direction also needed to extend seamlessly across the division’s communication materials and event collateral, ensuring consistency throughout every touchpoint of the Aile Jeunesse experience.
Strategic Direction
The visual system was designed by drawing inspiration from the Chamber’s existing RS logo structure and adapting it into the AJ monogram, creating a natural and cohesive co-branding relationship between both entities.
While preserving the brand’s signature violet as a foundational element, a more vibrant and dynamic color palette was introduced to bring greater flexibility, energy, and movement to the visual compositions, all while maintaining a balanced identity that clearly connected Aile Jeunesse to its parent organization.
