Launched in February 2010, Silver Star Mercedes-Benz’s Sprinter microsite showcases the brand’s specialized vehicle.

Meant as a reference for contractors and professionals looking for a versatile vehicle, the Sprinter website features a clean, user-friendly interface and shows the wide variety of Sprinter vehicles available. From entry-level to custom models, from financing to exclusive dealer benefits: the website features a lot of content, but a search button makes it easier to find precisely what you’re looking for.

The website was also designed to be compatible with most mobile devices.

• Web design and integration: Olivier Fortin

There’s a saying in French that goes: se prendre pour le nombril du monde. While it truly means to think one is God’s gift to mankind, it would literally translate as acting like the world’s bellybutton.

You’ve certainly met with people like that. I remember a girl I once studied with: a brilliant, committed, straight-A student – and pretty good-looking too. But it feels like she’d start every single sentence with “Me, I…”. “Me, I think the green looks prettier.” “Me, I think this font would be nicer”.

Too many websites and company brochures are written with “Me, I” in mind. Clichés like “the North American leader” and “our established company counts on specialized experts with over 40 year experience” pack a lot less punch that you’d think.

You won’t win clients over with a lengthy monologue about yourself. It’s better to show how you’re listening, how you’re interested, how you understand their needs and how you’re the company best positioned to answer them. There’s a reason why “YOU” is considered a top power word in advertising – it comes right after “FREE”.

Persuasive copywriting stays away from self-centered copy

When writing, the client should always be your focus. “YOU” and “YOUR” establish a dialogue between you and your client. A quick way of checking if copy is sufficiently client-focused is to highlight all words like “YOU” and “YOUR” in red, and all “WE” and “OUR” in green. If there’s a lot of red and little green, it doesn’t look good. Give it a try: even this article follows that principle!

So, what about you? Is your copy about your clients, or about your bellybutton?

For the 9th year in a row, the Comité de gestion de la taxe scolaire de l’île de Montréal hired Les Kréateurs to design its annual report.

2009 being marked by the economic downturn, a clean, sober design felt more appropriate. Neutral tones and no-nonsense fonts support a recurring graphic theme: satellites pictures of various Montreal neighborhoods, painting a picture of the multiple areas served by the various school boards.

You might think there’s not much to be said about a soft drinks store. But if you have a few minutes to take a look at Galco’s Soda Pop Stop video presentation, you just might have to drop by next time you’re in Los Angeles.

Details make the magic: glass bottles, the owner’s overflowing enthusiasm, his “perfect granddaddy” looks, unusual flavors (like cucumber cola). Everything blends together to tell the charming story of this unusual shop from around the corner, one that feels true and welcoming.

Small businesses are always looking for ways to compete with larger ones. Galco’s Soda Pop Stop is miles ahead of any local supermarket in its specific niche. He has so much more to offer than cheap soft drinks. His clients can enter a wonderful world of exotic and surprising flavors: his world.

That’s what brand storytelling is about. But how can you leverage that potential?

**Winner of a BRONZE Summit Award**

After successfully rebranding the Silver Star Montréal logo, we’ve designed a high-end brochure that highlights benefits exclusive to Canada’s largest Mercedes-Benz dealership.

The Laval scientastique! project was created with the help of multiple local development organizations to promote scientific culture on the Laval island. To this day, the theme was used as part of a series of activities during spring break, but additional ambitious projects are in development. Laval scientastique! aims to become a rallying brand for the local scientific community.

The name was coined to clearly communicate the ideas of Laval and Science, through a distinctive sound and feel. The name brings together all kinds of people: kids, teenagers, families and citizen alike.

The silhouette evokes the idea of accessible science, science that’s part of our daily lives. The character’s multiple components band together to create a greater whole, just like Laval scientastique! was created through the combined efforts of various companies, organizations and government initiatives.

The signature uses two complementary fonts: one being serious, structured and balanced, a reference to the City of Laval’s logo, while the second one is more human, fluid and expressive.

• Art direction: Martine Paquette
• Copywriting: Jean-François Major

Launched in November 2009, the BONE Structure website is a shining success. Not unlike this innovative steel frame construction system, the website’s architecture takes advantage of the latest technological breakthroughs.

The web design follows the brand platform previously designed for this client, presenting the company’s unique brand image, one that borrows heavily from luxury car manufacturers. The website features an introduction video, a step-by-step presentation of the construction process, and plenty of visuals to inspire any modern design aficionado.

The website generates a lot of traffic, supported by aggressive print advertising and solid press coverage.

• Design: Jean-François Major
• Web integration: Olivier Fortin
• Photography: Frank Desgagnés

In order to maintain our efficient service, two new kreators have joined the team.

Loreen O’Connell is coming back home after spending the last few years in the States, working on national accounts. Mélissa Cloutier, for her part, is a cheerful artist showing great typographic sensibility and a remarkable mastery of tridimensional space. Both are ready to share their unique style and work on exciting new projects for the coming months.

Since its official launch a few months ago, the Auroral Doors & Windows website has shown increasing traffic. The website is both detailed yet user-friendly, making it possible to quickly find the doors and windows that best fit your project. The different products are presented in an interesting, interactive way, while a media section features multiples videos showing various steps of the manufacturing process.

• Design and web integration: Olivier Fortin