“We wanted people to have a more modern perception of our cooperative financial group and to have a better understanding of what sets Desjardins apart.”
- Guy Cormier, President and Chief Executive Officer of the Desjardins Group
While the cooperative banking model is becoming more and more popular across Canada, Desjardins has been its most prominent example for over 100 years in Quebec. But this history also carries a challenge. The Desjardins brand perception needed to be modernized.
Our answer to the brief wasn’t limited to creating a new advertising platform. We also established the new Desjardins voice: its personality, its language and its behaviour.
The honeycomb is at the heart of this voice. It represents the bond that unites everyone within a cooperative. A part of the Desjardins logo for decades, it’s now a major part of every communication piece.
The new voice showcases a financial institution with a relevant, contemporary cooperative model. A model that responds to its customers’ needs and individual challenges without neglecting the common good, thus bringing the Desjardins difference to life.
A different way to talk to young people
Advising without lecturing and providing financial education without pushing products. That’s how we are strengthening the dialogue between Desjardins and today’s youth.