To stand out in their market, it was essential to distance them from the industry’s stereotypes and step into the safety boots of road workers who brave the unknown to keep the economy moving.

The three merging bands of the logo’s distinctive M symbolize an aerial view of trucks. This powerful symbol illustrates the Group’s core business and the three bands represent all the roads Morneau travels across regions to serve communities.

With a total of seven sub-brands, the brand architecture needed to be clarified. Based on the results of a consumer behaviour study, there are now three identities of expertise: Morneau Geo (general transportation), Morneau Borea (refrigerated transportation) and Morneau Global (logistics and international transportation).

Morneau’s revamped website reflects the new brand strategy – both in its user experience (UX) and its interface (UI) – by positioning the company as a trusted partner rather than as a convenient transportation service.

The website’s information architecture exemplifies Morneau’s understanding of its clients’ reality at a time when the global supply chain has been disrupted. The main sections give potential clients a snapshot of Morneau’s three areas of expertise, while the utility sections give current clients essential functionality, which non-commercial users such as prospective employees and the media can also explore.

The people behind the expertise are captured in photos and animations, reminding us that Groupe Morneau employees are essential workers in the economies of Quebec and Canada.

Learn more about this campaign: https://lg2.com/en/our-work/morneau-charting-a-course-for-the-future-of-transportation