Element Lab | Brand Strategy

Element Lab is a Québec-based company that helps inventors and businesses turn their ideas into functional technological prototypes.

My role was to develop a brand strategy, starting with an analysis of the company and its market to clearly define the mission and values driving the partners, while also identifying their target audience. The next step was to establish the positioning, communication axis, and key messages to ensure the creation of a visual identity that would truly resonate with the audience.

The main differentiators that emerged were Element Lab’s ability to adapt to any type of project (big or small), its creativity, and its human approach to making things simpler. I therefore designed a modular visual identity, with a logo that can unfold into multiple configurations and a flexible, evolving brand universe built on a bold color palette and clear typography.

In short: a brand identity created to reflect Element Lab’s mission — to simplify technological development through a human, accessible, and innovative approach.