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When Québec territory forms the foundation of a new brand identity
The brand identity for Tourisme Abitibi-Témiscamingue is deeply rooted in the unique characteristics of the Québec territory, emphasizing a strong connection to the local environment. This approach not only creates a distinctive visual identity but also resonates with both locals and visitors, showcasing the importance of place in brand strategy.
Mindsparkle: LG2 DATE August 08, 2026 EDITOR Mindsparkle Mag When Québec territory forms the foundation of a new brand identity To fully immerse yourself in a region is also to embrace what makes it singular. For Tourisme Abitibi-Témiscamingue, lg2 built a brand identity that leans all the way into the Québec territory — a place that is intense, deeply rooted, and unapologetically not for everyone.At its centre sits a single unifying symbol, in which the A of Abitibi and the T of Témiscamingue merge into one mark.
It is carried by a system of patterns drawn from the region’s many lakes and waterways, and anchored by an orange that is impossible to ignore.The identity extends across signage, print, merchandise and motion, translating the character of the land into a confident, contemporary visual language that speaks to locals and travellers alike.
The article discusses a significant rebranding effort that highlights the importance of local identity in brand strategy, which is highly relevant for professionals in the field, though the concept of place-based branding is not entirely new.