Lacroix
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Lacroix, formerly Lacroix Décor, is a plumbing fixture company that has represented top brands for over 32 years. With three boutiques in Quebec, it excels in providing guidance and selling kitchen and bathroom products. To increase its sales among B2C customers, Lacroix asked Imédia to develop a communications plan. Based on this plan, we recommended and then carried out a complete overhaul of its brand strategy and identity.
An inclusive and reassuring brand for everyone
To strengthen Lacroix’s position among consumers (B2C), we needed to ensure the brand was perceived as an expert in its field while remaining affordable. The goal was to differentiate it from competitors not through pricing or volume but through service quality, the team’s expertise, personalized guidance that simplifies the process, and an inclusive brand identity.
Lacroix’s new mission, guided by three core values—attentiveness, accuracy, and presence—can be summed up by the tagline, Sharing Your Project. It reflects a collaborative approach, where the brand supports its customers through every stage of their renovation or construction projects. At the heart of Lacroix’s positioning, this personalized guidance turns the company’s relationship with its customers into far more than a mere commercial transaction. The company is committed to simplifying every project, whether by defining a style, choosing the right suppliers, or offering expert advice. Lacroix doesn’t just sell products; it actively participates in making its clients’ dreams a reality.
The brand uses a system of grids and modular blocks, reminiscent of everyday life by referencing calendars and planners—tools that are familiar to everyone. The slogan Thoughtfully Shaping Everyday Life reinforces this idea, while the approach—focused on offering quality products at affordable prices and providing clear information—highlights Lacroix’s expertise, reliability, and commitment to customer support.
To introduce Lacroix’s new brand identity, we created two videos. The first, featuring narration, targets consumers, presenting the brand, its positioning, and its product offerings.
The second, without narration, highlights the thought process behind the new identity, dynamically showcasing the key brand elements: the name change, values, strategy, slogan, and more.
A website designed to inspire and simplify
Redesigned to offer visitors a seamless and intuitive experience, the website reflects the brand’s positioning around service quality and expert advice. The Kitchen and Bathroom pages feature carefully curated inspirations from the team, with clear explanations and a favorites section to help users in their selection process. Thanks to shoppable images and an easy navigation system, visitors can quickly find the information and products that suit their needs, enhancing user experience and customer satisfaction.
Impactful results
Since the start of the campaign, we have increased the brand’s reach by 1,300%, potentially engaging over a million users in its key markets. Advertising efforts have led to a 17% increase in website visits and a significant rise in customer inquiries. The digital team also launched creative initiatives, such as a geofencing campaign at Expo Habitat Québec, which generated numerous in-store calls from individuals previously unaware of the brand. The new brand identity has allowed Lacroix to rapidly gain visibility and recognition, demonstrating a meticulously orchestrated campaign for a powerful and successful launch.