Bleublancrouge Agency Rebrand
Bleublancrouge Agency Rebrand
Bleublancrouge had long been a fixture in the Canadian creative scene—named a Top 10 agency by Strategy and Marketing Magazine, with clients like Toyota, Apple, Lotto Québec, and McDonald’s. After three decades in business, Super Pony was engaged to lead a complete rebrand: refining the legacy mark, unifying the visual system, and building a brand language rooted in clarity, restraint, and confident direction.
Challenge
As one of Canada’s most established creative agencies, Bleublancrouge had built a reputation for bold, boundary-pushing work—but their identity system was showing signs of fatigue. Visually inconsistent and difficult to apply across platforms, the brand needed modernization without losing its heritage. The goal was to preserve equity while creating a system that reflected the agency’s evolution and future direction.
Approach
We approached the rebrand as a restoration rather than a reinvention—preserving the essence of the existing logo while refining it for longevity. The visual system was stripped back to essentials: a disciplined color palette, a versatile typographic framework, and layout principles designed to foreground the agency’s creative work.
During brand workshops, a metaphor emerged—BBR as the “master skipper,” guiding clients into uncharted waters. That internal insight became the narrative backbone of the new identity: subtly nautical, quietly confident, and unmistakably Bleublancrouge.
Role
Creative direction and design leadership from initial brand strategy through final rollout, in collaboration with agency leadership and internal creative teams.
Stakeholders
Agency executive leadership, strategy department, and internal creative teams.
Impact
– Strengthened brand clarity across all internal and external touchpoints
– Preserved brand equity while modernizing the identity for long-term relevance
– Improved usability of brand assets across teams and offices
– Reinforced credibility with legacy clients and helped position the agency for future growth
– Increased internal alignment and consistency in presentations, proposals, and communications
Deliverables
– Refined logo system
– Brand guidelines
– Visual identity system
– Templates for internal and external use
– Custom photography direction
– Messaging framework and internal rollout materials
