To connect Tecnic’s Motorcycle School division to a true community of enthusiasts, we created MotoClub: a freer, more vibrant brand, far from Tecnic’s safer, more cautious tone. MotoClub becomes a rallying point where the road, adrenaline, and camaraderie are celebrated through immersive experiences, exclusive benefits, and a network where passion is fully lived—no matter your ride or your motorcycle culture.
BRAND CONCEPT
Before designing MotoClub’s visual identity, it was essential to define the brand’s foundations. We identified four key values: community, freedom, passion, and adventure. We wanted to adopt an authentic, inspiring, and engaging tone, reflecting the spirit of motorcycle enthusiasts. Visually, we favored a raw and natural style infused with the codes of motorcycle culture: robust graphic elements and textures associated with the world of motorcycle customization.
COLOR INSPIRATION
We retained Tecnic’s signature green and burgundy from its motorcycle segment, complemented by new hues directly inspired by twilight landscapes. The mock-up perfectly illustrates this harmony between heritage and nature.
WEB PLATFORM
For the launch of MotoClub, we completely redesigned the club’s dedicated web page. The goal was to create a simple and effective platform, encouraging new members to join the community. This new interface highlights the exclusive benefits offered to members: access to motorcycle events and rides, expert advice, and special offers.
BOOTH
At the Montreal Motorcycle Show, we designed MotoClub’s booth identity. Aimed at capturing attention, the booth invited visitors to discover the community and the club’s benefits. To make a lasting impression, we also created exclusive caps and t-shirts, offered on-site to showcase MotoClub’s colors.
SOCIAL MEDIA STRATEGY AND NEWSLETTER
As part of the transition from MotoQuébec to MotoClub, we assisted the client in defining and implementing an integrated communication strategy, combining newsletters and social media. For newsletters, we designed templates to structure the mailings, ensure visual consistency, and facilitate the dissemination of MotoClub’s communications. In parallel, we developed a social media strategy focused on visual coherence, community engagement, and sustainability: creation of an artistic direction guide, structuring of an editorial calendar, and optimization of the communication tone. The overall aim was to strengthen MotoClub’s digital presence and actively mobilize its community around this new identity.
