Fêtes de la Nouvelle-France

Brand image

Les Fêtes de la Nouvelle-France TD celebrate the history and heritage of Québec by immersing the public in the era of New France. Each summer, this festive event features historical reenactments, performances, street entertainment, and tastings of local products, all within an immersive and welcoming atmosphere. In 2023, Imédia was entrusted with updating the brand image and creating the visuals for that edition while preserving the historical essence of the event.

Services offered

Les Fêtes de la Nouvelles-France

Aiming to attract both local and tourist audiences, Les Fêtes de la Nouvelle-France sought to make the event more inclusive by breaking down preconceived notions—such as mandatory costumes or the idea that it’s only for history enthusiasts.

To revitalize the event’s image, the artistic direction team embraced a modern and vibrant interpretation of baroque flourishes and historical typography. Inspired by the early years of printing, the new typographic logo features delicate serifs, evoking the authenticity of ink and paper. The brand’s color palette draws from period-inspired hues, gaining a contemporary touch each year through a bold accent color. For the 2023 edition, yellow was chosen to highlight the contrast between past and present.

We also created symmetrical patterns reminiscent of New France’s rich ornamentation. A stylized fleur-de-lis, symbolizing Québec, was added to the 2023 edition as a distinctive visual element within the overall graphic identity.

The campaign unfolded in three phases. The awareness phase informed the public of the event dates through posters and digital media, while the digital phase highlighted engaging visuals to immerse the audience in the festival experience. Finally, the advertising phase used the slogan “It’s historic!” to spark curiosity about the event’s educational and festive aspects. This intriguing approach encouraged public engagement with taglines such as: “High heels for men? It’s historic!”, “Drinking black cow urine? It’s historic!”, “Finally talking about slavery in New France? It’s historic!”

This strategy allowed us to reach a broader audience, as humor resonates with people of all ages. This generational mix also helped dismantle long-standing misconceptions, giving the event a fresh and renewed appeal.