Tale of the tape.
After new owners acquired the brand, LMG had the ambition of again regaining the role of a market leader. To signal this change with current and lapsed customers and attract a new customer base, LMG needed a complete brand overhaul. Our strategy, Dependable by Design, became the foundation for their unique brand narrative, capturing the reliability of their skilled employees and the reliability of their products.
Creative knockout.
And so Monarch was born, a name that equals the sophistication and resiliency of the brand’s products. The new name pays tribute to one of British Columbia’s tallest and most beautiful mountains, celebrating its Pacific Northwest Canadian roots. Urban street signs and aesthetics inspired Monarch’s new brand identity and provided a refreshing and unique platform. We broke away from category conventions by photographing Monarch’s products in situ, showing the people who benefit from them daily and shot in black and white, further connecting the brand to its urban heritage. A new website, sales materials, uniforms, and vehicle livery helped transition Monarch from a meaningless acronym to a proud badge.
