Usine C — Draav

Founded in 1995, is a national and international creation and distribution center located in the heart of Montreal’s vibrant cultural district. Known for its pioneering spirit, USINE C offers a multidisciplinary program that blends theater, dance, music, and media arts, showcasing innovative works by Quebec, Canadian, and international contemporary artists.
For the brand design, we drew inspiration from the brutalist architecture of its industrial building, creating a visual identity that reflects its raw, dynamic energy. The logo’s letter “C” mirrors the shape of the footbridge that connects two parts of the building, symbolizing connection and collaboration. Custom typography was developed to ensure immediate brand recognition, while the overall design system embraces a bold, minimalist aesthetic that echoes the building’s structural integrity.

Credits

Designed at Harrison Fun.

Creative Direction: Francis Desrosiers.
Graphic Design: Diego Aguilar V, Nathalie Dubé, Simon Lemarié and David Diaz M.
Type Design: Léo Paillette.
Photography Case Study: Studio Écru.
Project Manager : Amélie Madrid.Typeface: Favorit by Dinamo.