HEC Montréal's premier student consulting committee, built on two decades of rigorous strategic advisory and a culture of excellence.
To mark their 20th anniversary, CCM commissioned a full identity redesign rooted in the group's heritage and prestige. The project encompassed a new logo, a complete brand system, and a suite of internal documents - giving the organization a cohesive visual language to carry forward.
Looking at all non-profit consulting organizations in Montreal, I saw a clear gap. Every single organization, no matter their size or heritage, used sans-serif fonts with very little differentiation. I employed Baskerville Old Face, a serif font, so that CCM could capitalize on their heritage and clearly differentiate itself as the premium option on the market. Finally, in order to preserve some of the existing brand identity, the shield was remixed to serve as a symbol of leadership for the group.
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