Illustration for Marketing Maven Column at Enterprise Magazine

Desjardins looks to new markets, wooing the English and various ethnic groups in Quebec.
Imagine running your logo in television and print ads – but with someone else’s name beside it.

That’s what Desjardins Group is doing in Quebec. Desjardins’ new institutional advertising, targeting not just their traditional francophone clientele but also the anglophone and ethnic communities, features individual Desjardins members with their own name alongside the logo. It’s a bold move, says Andre Forgue, director of communication and institutional advertising for Desjardins, which is Canada’s largest integrated, cooperative financial group. The intent, Forgue says, is to emphasize and communicate two important messages: that its members own Desjardins, but that they are not only Francophone but Anglophone and ethnic as well.

by Diane Luckow

Note: We deconstructed the Desjardins logo and have the characters climbing into shapes that resembles designs from the logo. It gets tricky with logo legalities so this is was our solution.