Voies Navigables de France
Creation of a collective brand to promote the Canal du Midi, listed as a UNESCO World Heritage site
The Canal du Midi brand was created by a group of institutions including Voies Navigables de France, the Occitanie Region and the departments of Aude, Haute-Garonne, Hérault and Tarn, with the aim of revealing and bringing to life this exceptional waterway and uniting people around its history, its structures and its landscapes, so that this jewel in the crown of Occitanie could shine.
Creating a strategy to define and promote the identity of the UNESCO Canal du Midi site
The mission entrusted to Inconito was to design a perfectly distinctive brand for the Canal du Midi and a communication territory that could carry all communications - institutional, tourism, cultural, etc.
Conceive an elegant, statutory and exclusive identity to promote a unique, prestigious and world-renowned project
To bring this brand to life, Inconito used a methodology based on co-construction to jointly define the key elements of the brand platform and build the identity and communications on shared values and storytelling. The creation of the identity is based on a strong and unique architectural element of the heritage of the Canal du Midi, namely the canal bridges.
A journey through history and nature
Finally, the agency drafted the brand guidelines, a comprehensive guide for all stakeholders and future partners, ensuring a unified visual and editorial approach when discussing the Canal du Midi.
For this project, Inconito had to meet two constraints and requirements. On the one hand, it had to work with the collective behind the brand, namely Voies Navigables de France, the Occitanie Region, and the departments of Aude, Haute-Garonne, Hérault and Tarn, which meant establishing a collaborative working method. Secondly, we had to work to a very tight deadline, 4 months to design and reveal the brand.