MRC DE LA HAUTE-YAMASKA

THE MANDATE FROM THE MRC DE LA HAUTE-YAMASKA

ZEN was commissioned to design and implement a cycling identity across the entire territory of the MRC de La Haute‑Yamaska. Our mission: to raise awareness and rally the local population around adopting a bike-friendly lifestyle. As a first step, we carried out a complete strategic positioning, including an audit, user segmentation and a clear positioning to guide the creative process and deliver an experience aligned with stakeholder expectations. We also repositioned the Estriade Network under a new name, RÉSEAU VÉLO YAMASKA, giving it a distinctive and renewed identity. Finally, we launched ICI, C’EST VÉLO, a unifying movement designed to bring together citizens, tourists, elected officials, merchants and businesses around a shared cycling vision, and to embed a lasting cycling culture across the region.

A BRAND STRATEGY FOR DIFFERENT USERS

The RÉSEAU VÉLO YAMASKA offers a complete cycling experience, with nearly 100 km of safe cycling infrastructure: asphalt, gravel, pumptracks, mountain trails and more. When developing ICI, C’EST VÉLO, our goal was to reflect the many ways people ride and avoid putting all cyclists in the same box. We identified seven distinct segments: the practical commuter, the calorie-burner, the family rider, the multi-bike fan, the budding cyclist, the curious-but-undecided, and even the anti-cyclist. The goal was to build a brand that speaks to everyone, while tailoring our communication to match each audience’s interests. The end result is a rich brand that can easily adapt to motivate each segment and help remove barriers to cycling.

A DIGITAL STRATEGY TO CONNECT AND ENGAGE

To support the new identity of RÉSEAU VÉLO YAMASKA and the movement ICI, C’EST VÉLO, we rolled out a digital strategy that was both targeted and effective. The objective was to help people discover the network, spark their interest, and build lasting connections with different cyclist profiles. Through campaigns on Facebook, Instagram and Google, we reached the right people at the right moment, using content tailored to key stages of the user journey: awareness, consideration and conversion. We also encouraged users to take action, whether by subscribing to the network’s platforms or planning a route using the new interactive map.

DISTINCTIVE SIGNAGE, DESIGNED DOWN TO THE LAST DETAIL

We fully designed the new signage system for RÉSEAU VÉLO YAMASKA, going well beyond a simple design exercise. From the outset, we proposed unique and immersive display structures, validated their feasibility in the field, and provided concrete recommendations regarding materials. The result? Bold, colourful signage that’s perfectly aligned with the network’s identity. A distinctive and recognizable visual system that stands out while maintaining clarity and fulfilling its primary function: to effectively guide and inform all users.

A MAP DESIGNED WITH PRECISION AND CREATIVITY

We completely redesigned the map of the RÉSEAU VÉLO YAMASKA—a meticulous exercise where precision and visual clarity go hand in hand. Using existing geomatic data as a foundation, we streamlined the information to make it clear, accessible, and easy to understand for everyone. Every element was carefully considered: icon creation, legend design, color choices, and information hierarchy. All of it crafted in a unique graphic style that aligns seamlessly with the network’s identity. The result: a reliable, practical and visually pleasing map, designed to guide and inspire cyclists.

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