SHONI

The Shaughnessy neighborhood transformed into a vibrant cultural, culinary, and canine playground these past years with the collaboration of over 30 merchants, 200 corgis, and 15 artists, the event offered a delightful journey of sound and flavors in downtown Montreal.

Despite the pandemic context, the 2021 edition was a resounding success, attracting more than 160,000 visitors and earning two Time Out awards, including Best New Event of the Year.

Looking ahead to 2023, the Montreal Downtown Business Development Corporation (Montréal Centre-Ville) aimed to establish "SHONI" as a territorial brand. The objectives were to effectively mark the transition of the Shoni brand from an event-focused identity to a territorial brand for the Shaughnessy Village neighborhood. The goal was to also represent the effervescent and multicultural personality of Shaughnessy Village through the brand. To mark this transition, the client wishes to accompany the logo with a distinct signature .

The project scope includes developing a concrete visual identity for the SHONI territory, while incorporating visuals previously created by Baillat Studio. This entails evolving the logo, updating the color scheme, and enhancing the illustrations to reflect SHONI’s transformation into a territorial brand capable of hosting diverse events throughout the year. The brand's identity should effectively represent the lively and multicultural spirit of Shaughnessy Village.

CRÉDITS  Client : Montréal centre-ville Agence : Featuring Direction de création : Karl-Frédéric Anctil Direction artistique : Naomie Nadeau Service-conseil : Roxanne Fabien Conception et rédaction : Sculpture