“Being a key player means evolving in a continually changing environment, where image and message complement one another.”
Grenier has supported the Quebec marketing and communications industry since its modest beginnings as a weekly fax in 1992. Since then, it has become a must-read for information, education and recruitment. Its one-stop-shop business model and desire to offer an equitable showcase to all players in the field have earned it a cherished place in the industry.
Over the years, Grenier has added various specialties to its repertoire – sometimes a little too hastily. The result was that professionals found its overall service offer muddled and difficult to understand. To evolve, Grenier needed to simplify its approach and reinforce its position as a go-to resource.
LG2’s goal was to simplify Grenier’s brand architecture and develop a fresh, modern image that reflected its personality and achievements.
Grenier has always strived to support the marketing and communications industry and is still committed to fostering its growth. But casting a wide net isn’t always the best strategy.
A survey of Grenier customers confirmed that many were unfamiliar with the company’s entire range of services. LG2 recommended condensing their model and moving away from their approach of creating sub-brands for each new service.
Instead of six entry points, there are now two areas of focus: Grenier aux nouvelles (news, newsletter, magazine) and Grenier aux talents (training, job postings, recruiting, CV library).
This new structure better meets the needs of professionals and embodies Grenier’s 2023 vision: to be the general expert that supports all professionals (and future professionals) as effectively as possible.
In an industry that likes to predict the future and spot the next trend, the now often gets lost in the shuffle. When all is said and done, Grenier is a resource for keeping track of the day-to-day. Because you need to understand the present to anticipate the future.
Grenier’s online presence features fresh new colours to reflect the brand’s modernity: yellow for “Grenier” and black, along with a newsprint-inspired shade, to reflect the brand’s assets. Everyday objects, such as calendars, newspapers, folders, and notebooks, inspired the platform.
The new graphic system is simple and unpretentious, retaining the playful, approachable spirit of the Grenier team. It pays tribute to those who built the business.
For over 30 years, Grenier has been the go-to resource for information on Quebec’s communications, marketing and digital industries. A one-stop shop offering a wide range of services to professionals, Grenier is the #1 platform for news, jobs, training and headhunting, with more than 160,000 visitors every month.