1. brand
identity
Overview and Portfolio

2. SHAPING AND
LEVERAGING BRANDS
THAT GENERATE
WORD OF MOUTH.

3. Our Approach Our
to branding services
Building a brand that we love to talk about involves much more Our branding services include:
than just simple design aesthetics. Thanks to our multi-discipli-
nary team made up of experts in all the relative fields, Sid Lee
is able to leverage your brand as a whole. As a result of this • Brand positioning
holistic approach, we develop an authentic, distinct voice - Strategic planning
and behaviour for the brand, ensuring that it remains in the • Brand platform
minds of consumers and builds a successful following that
extends far into the future. - Conceptualization of creative toolbox
(graphic style, signature, logo, imagery, typography)
- Elaboration of brand story
• Style guide
- Elaboration of brand book
- Examples of specific applications
• Training
- Transfer of knowledge and training of internal teams
• Execution
- Internal and external communications plan

4. Who Our
WE ARE AGENCY MODEL
• Established in 1993 In addition to brand identity, Sid Lee offers a flexible model
• 550 professionals that draws a thread through the full spectrum of consumer-
brand touchpoints, above and beyond other agencies.
• teliers in Amsterdam, Montreal, Paris, Toronto and Austin
A
• lients in more than 16 cities around the world
C
• Entrepreneurial and independent
Interactive
• Multicultural and multilingual and Social Media
• Partner owned and managed Technology Marketing
Solutions
• gency of the year in 2009, 2010 and 2011
A
– Marketing Magazine Mobile Branded
Marketing Content
• orldwide Agency of the year finalist in 2009 – Ad Age
W
Brand
strategy
Retail Emergent
Account Brand
Interior Architecture
Design management monitoring
Traditional
Activity
planning
Events
Brand Identity
Activation
Direct
Advertising
Marketing

5. gaz métro
- Life in Blue -
Challenge: Until quite recently, natural gas was still seen as a “dangerous” commodity.
Solution: To turn around its negative image, we associated natural gas with warmth and comfort.
Gaz Métropolitain became Gaz Métro, and the company logo was redesigned to make it more organic.
The result is a brand image that is reassuring, human, friendly and appealing.

6. logo AND tagline
brochures and BOOKLETS
CORPORATE TRUCKS
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7. TV AD WEBSITE
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8. SAQ signature
- Touch of Modernity -
Challenge: To accentuate the redesign of their premium Signature store, the SAQ Signature brand
needed a touch of modernity.
Solution: We created a brand image that diverged from the traditional by adopting the elegant. This
artistic direction not only resulted in the new SAQ Signature logo, it also inspired the look for an entire
house of brands including a magazine, private cellars and an exclusive club.

9. LOGO
COLOuRS AND MATERIALS
process black PMS 877 PMS 5185
corporate imagery
N ER O N G
VI
{ {
RÉSU LTATS Q U E C ELU ID U
N ’ PRO D U I PLU S SAVO U REU X
A T
J M A I TRAVA I
A S L
J M A I TRAVA I
A S L
VI
{ {
N ’ PRO D U I PLU S SAVO U REU X
A T
G N ER O N
RÉSU LTATS Q U E C ELU ID U
Invitation to the opening
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10. Boxes, gift cards and bottle labels retail design
SID LEE – BRAND IDENTITY SID LEE – BRAND IDENTITY
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11. SAQ
- Experiential Stores -
Challenge: The SAQ wanted to improve the in-store shopping experience by making customers
the focus.
Solution: The Sid Lee+Ædifica team created a store that speaks to customers, both through its archi-
tecture and its signage. The minimalist architecture display furnishings put the focus on the bottles
and their labels, letting the products speak for themselves. The signage features a new way to classify
wines based on taste and origin rather than region. This gives customers the tools they need to increase
their knowledge about wine and improve their shopping experience.

12. IN-STORE SIGNAGE IN-STORE SIGNAGE
ta s te tag s
red wines white wines
lighter
- + full-bodied lighter
- + full-bodied
print ads, booklet and brochure
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13. STM
- Society in Motion -
Challenge: The STM was due for a makeover in order to keep it in line with service improvements and
a green shift. The new brand identity flowed from the STM’s desire to motivate its users to mobilize
and join a movement promoting cleaner air through collective transportation.
Solution: A new campaign entitled ‘‘Society in Motion’’ was born and featured freshly designed
imagery. The benefits of collective transport are illustrated using the combination of the STM’s blue
icon and user’s yellow icon to make green. A complete toolbox including both typography and
iconography was developed to create an immersive environment.

14. logo AND tagline advertising
official fonts
STM Bold
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890$%?*( )!Ó#;:,Ç È
official and secondary coloUrs
Pantone 108 Pantone 355 PANTONE
PROCESS CYAN
corporate ICONS
MERCI
DE CHOISIR LE TRANSPORT
COLLECTIF
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15. PRINT ADS usage examples
CONCEPT EXECUTION
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16. Pratt Whitney Canada
- Dependable Engines -
Challenge: In the increasingly cutthroat aerospace industry, differentiation has become a matter
of survival. Pratt Whitney Canada (PWC) desperately needed to carve out a place for itself by
communicating its greatest strength—dependability.
Solution: The new brand platform developed for PWC features bold colours and powerful typography
that evoke a sense of prestige, pride and dependability.

17. redesigned logo redesigned brand element
brand subsections
official font
Knockout 51 Middleweight
abcdefghijklm nopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890$%?*( )!Ó#;:,Ç È
official colours
PMS BLACK 7 PMS 300 PMS 110 PMS 877 PMS 361
corporate imagery
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18. consumer brochure STATIONERY AND TECHNICAL cardS
DEPENDA BLE
WWW.PWC.CA
DVD
LOREM IPSUM LOREN IPSUM DOLOR SIT AMET
LOREM IPSUM DOLOR SIT AMET, CONSECTETUR ADIPISICING ELIT, SED DO EIUSMOD TEMPOR INCIDIDUNT UT
LABORE ET DOLORE MAGNA ALIQUA. UT ENIM AD MINIM VENIAM, QUIS NOSTRUD EXERCITATION ULLAMCO
LABORIS NISI UT ALIQUIP EX EA COMMODO CONSEQUAT. DUIS AUTE IRURE DOLOR
promotional items
DEPENDABLE
SUPPORT reginal airlines engines
AROUND CLOCK
our markets government programs
THE Business and general aviation engines industrial engines
PROUD Heritage
Lorem ipsum sit amet dolor sit
AROUND THE
Lorem ipsum dolor sit amet, consectetuer adi-
piscing elit. Aenean nunc purus, rhoncus at, la-
cinia vitae, laoreet vel, lorem. Quisque vehicula
nonummy risus. Sed elementum condimentum
lacus. Sed urna. Donec nec eros. Proin adipis-
cing justo tristique sapien. Nam diam. Class
aptent taciti sociosqu ad litora torquent per co-
nubia nostra, per inceptos hymenaeos. Donec a
GLOBE
mi. Vivamus pretium consectetuer mi. Lorem ip-
sum dolor sit amet, consectetuer adipiscing elit.
Donec eu est. Pellentesque adipiscing risus et
urna. Etiam commodo lacinia nulla.
Nulla vitae velit. Pellentesque in ipsum. Vestibu-
lum ante ipsum primis in faucibus orci luctus et
ultrices posuere cubilia Curae; Class aptent taciti
sociosqu ad litora torquent per conubia nostra,
per inceptos hymenaeos. Nam in turpis. Aliquam
risus. Integer viverra, tortor ac tempor luctus,
eros justo consectetuer dui, vel gravida lacus
arcu a sem. Suspendisse id quam. Aenean or-
nare ipsum ac lorem. Aenean ultrices quam eget
365
est. Proin facilisis quam eu orci. In neque eros,
24 HOURS
viverra et, sodales ac, fermentum nec, augue.
Aliquam quis velit vel risus bibendum congue.
Maecenas lorem neque, eleifend et, rutrum ut,
DAYS
lacinia in, lorem.Etiam luctus lectus vel nisl.
Nulla mollis mi a tellus. Pellentesque habitant
morbi tristique senectus et netus et malesuada
fames ac turpis egestas. Nam eget nunc. In hac
habitasse platea dictumst. Aenean id tortor. Mor-
bi vehicula. Aenean adipiscing faucibus nulla.
WWW.PWC.CA INFO@PWC.CA
Vestibulum fermentum gravida lacus. Etiam eget
nisi. Proin tortor ipsum, vehicula quis, luctus sit
amet, consectetuer eu, tortor. Nullam vitae erat
vel mi tincidunt posuere.
corporate truck
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19. 80th anniversary celebration advertising
Pratt Whitney Canada engine don't waste time. An At $20 a pound, fresh lobster can't wait.
essential ingredient to susi pudjiastuti's modest Especially for its flight
fish-trading come massive seafood processing
business. With thress Pratt Whitney powered
Cessna grand caravan airplanes to tra nsport her
fresh fish across northern asia, dependability is of
the essence. Susi's clients depend on freshness.
And her business depends on our support.
WWW.PWC.CA/SUPPORT
MAYBE SOMEDAY. POSSIBLY ONE DAY.
DEFINITELY THIS YEAR.
Pratt Whitney Canada’s PW308 turbofan engine is
going to space in 2008. It’s poised to power White-
KnightTwo, the mother ship that will launch the first
commercial passenger spaceship ever. This innova-
tion alone makes the dream of space travel real for
aspiring astronauts around the world. Their dreams
depend on this mission. And this mission de-
pends on our innovation.
INNOVATION
WWW.PWC.CA/INNOVATION
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20. Alexis de Portneuf
- Fine Cheese Makers -
Challenge: When the Cayer and Caron cheese factories merged and were acquired by Saputo,
the new owner was suddenly faced with promoting a line of cheeses that included a wide range
of little-known products that were hard to distinguish from all the others.
Solution: We created the Alexis de Portneuf brand which conveys the authenticity and spirit of the
artisan cheesemaker. Given the diversity of products available, we also developed the brand architecture
and packaging around a branding strategy that respects the differentiating attributes of each cheese.

21. logoS
MD/®
MD/®
packaging
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22. print ads B2B COMMUNICATION
LAUNCH INVITATION (APRON)
RETAIL BOOKLET
SID LEE – BRAND IDENTITY SID LEE – BRAND IDENTITY
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23. Beauty
is the sum
of its parts
Functionalab
- Building a Company from Scratch -
Challenge: Functionalab is a revolutionary new brand in nutri-cosmetics. To ensure no aspect would
be forgotten in building the brand, Functionalab partnered with Sid Lee on an equity basis.
Solution: From the initial positioning and communications strategy to the packaging and retail design,
Sid Lee was behind the development of the new company every step of the way. Functionalab launched
recently at Henri Bendel on 5th Avenue in New York.

24. logo packaging
TI ONAL HEALTHY DROPS
NC A
U
F
B
•
•
NU
TICALS
TRICO
EU
S
C
E
M
TI A
R
C S • NUT
A DVA N C E D N U T R I C O S M E T I C S N U T R AC E U T I C A L S
OFFICIAL FONTS
BEAUTY DOSE
Gotham Bold
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890$%?*( )!Ó#;:,Ç È
Gotham Light TONIC
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890$%?*( )!Ó#;:,Ç È
VITAMINS, BASIC NUTRIENTS BEAUTY PACK
official colours
PMS BLACK white
PERSONALIZED PACK
tagline
BEAUTY IS THE SUM OF ITS PARTS
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25. Website In-store Display
brochure
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26. Retail store
SID LEE – BRAND IDENTITY SID LEE – BRAND IDENTITY
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27. Première Moisson
- The Essential Ingredient -
Challenge: For gourmets and foodies alike, Première Moisson bakeries represent a world of pleasures
for the palate. Without losing sight of its traditional artisanal approach, Première Moisson
continues to innovate, both product-wise and store-wise. In 2010, the brand’s image would undergo
a transformation, seeking to strike the perfect balance between traditional and modern.
Solution: The Première Moisson logo and packaging as well as the design of the “gourmet station”
(a new space dedicated to ready-to-eat meals) were touched by the new visual identity. The harvester
was replaced with a glorious letter P, adorned with a bundle of wheat, in honour of the baking
traditions of yore. The new identity is fully documented in a brand book in order to ensure the
success of future executions.

28. logo and tagline store front and interior design
official FONTS
Times Regular Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz gourmet station – retail
1234567890$%?*( )!Ó#;:,Ç È
BERTHOLD AKZIDENZ GROTESK Regular All Caps
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890$%?*( )!Ó#;:,Ç È
official colours and texture
yellow 5 % black PMS 131 C PMS 382-- C
corporate imagery
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29. packaging christmas catalogue
print ads in-store screens
Pour
une
durée
limitée
Pour une durée limitée
découvrez notre nouvelle
collection de baguettines
découvrez notre nouvelle collection
de baguettines
AUGUST 22 - 31 AOÛT
VOS ACHATS
1 café régulier 1,39
1 muffin 1,25
VOS ACHATS
sous-total 2,64
TPS 0,11
1 café régulier 1,39
TVQ 0,19
1 muffin 1,25
sous-total 2,64
TPS 0,11
TVQ 0,19
NOUVEAU
new
TROIS
délectez-vous
FOCACCIAS
dans l’ambiance
TOTAL 2,94 $ QUI GOÛTEnt
chaleureuse
de notre salle L’ÉTÉ
à manger.
• Plus de 40 variétés de pains faits de
façon artisanale
• Des pâtisseries fines
oliveset 3 fromages
olive et 3 fromages
• Des viennoiseries 100 % pur beurre l’art du vrai!
• Des charcuteries maison
PREMIÈRE MOISSON REPENTIGNY
TOTAL 2,94 $ offerts tout l’été
OFFERT tOUt l’été
• Des mets cuisinés sur place à même l’épicerie Métro Marquis
150, rue Louvain, Repentigny
450 585-3022
SID LEE – BRAND IDENTITY SID LEE – BRAND IDENTITY
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30. quebec’s casinos
- We’re All Play -
Challenge: Younger generations viewed Quebec’s Casinos as outdated and bland.
Solution: We revamped the brand by emphasizing the “playing” aspect of gambling rather than the pres-
tige of the casinos themselves. The brand world was created with a new focus on playing cards as icons.

31. logos
official fontS
Gotham Medium
abcdefghijklm nopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890$%?*( )!Ó#;:,Ç È
official colours
PMS BLACK PMS 159 PMS 193 PMS 7455 PMS 562
icons
tagline
WE’RE ALL PLAY
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32. ADVERTISING website
PROMOTIONAL ITEMS
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33. Videotron
- The Infinite Power -
Challenge: Videotron needed to upgrade its look to match a new service offer of infinite possibilities.
Solution: Capitalizing on a strong consumer association, we kept the yellow and black colour scheme
and applied it to a brand new icon: the Videotron Cube. The Cube’s conception was driven by both
the idea of empowering and inspiring the consumer with simple and unified access to an infinite
number of service possibilities.

34. logo and tagline
official FONTS
Blender Thin
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890$%?*( )!Ó#;:,Ç È
Blender Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
THE POWER TO CHANGE
1234567890$%?*( )!Ó#;:,Ç È FOR THE BETTER.
official colours — CREATE YOUR TRIO PACKAGE AND SAVE.
• witchtothefastestInternet
S
Save and most reliable† digital TV
120
Pantone 123 black
$ • witchtofreelong-distance
S
calls between residential
Videotron telephone subscribers1
ICONS • witchtothebestcustomer
S
PA C K A G E S
service, with installation service
D E TA I L S
WHEN YOU SUBSCRIBE
OFFER*
offered 7 days a week, in the
TO 3 SERVICES evening and on weekends2
Sub-Brand
SID LEE – BRAND IDENTITY
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1-88-VIDEOTRON | 514-281-1711 VIDEOTRON.COM/MOVING