An iconic shopping destination in the heart of downtown Montreal, the Complexe Desjardins has been a central part of the city’s urban life for 50 years. To mark this milestone anniversary, the Complexe needed a new visual platform—one that felt more modern, energetic, and relevant to a younger audience. The rebrand is built around a distinctive system of chevrons, a subtle nod to the Desjardins logo, combined with bold, vibrant colours and dynamic photography. Designed to be flexible and expressive, the platform comes to life throughout the Complexe itself, across social media, and in out-of-home communications, reinforcing its renewed presence in the city.