The Creative
Fibre

Communicate with clarity.
Act with consistency.

We support organizations with varied profiles in defining and asserting their public positioning, both in day-to-day contexts and at key moments. Depending on the issues at stake, we act as a strategic partner or as an integrated communications lead, guiding public messaging and interventions with relevance and sound judgement. 

Ideation
 

The starting point for a project’s creative foundations. The ideation phase explores contexts, audiences, and a brand’s landscape to generate ideas. Different directions are considered, and concepts are structured early in the process to assure alignment with marketing and communication objectives.

  • Ideation and co-creation workshops
  • Campaign concepts
  • Brand, product, and initiative naming
  • Advertising concepts
  • Narrative and storytelling
  • Creative directions and mood boards
     

Brand Image
 

Recognition and credibility are built over time through clear principles and a coherent presence. Defining the elements that shape an identity ensures it remains recognizable and consistent, supports message alignment, enables deployment across all channels, and
empowers teams to express their brand with clarity every day.

  • Brand concept
  • Brand positioning
  • Tone, voice, and key messages
  • Logos, colour palettes, typography, and visual design
  • Art direction
  • Frameworks and guidelines
     

Copywriting and
Translation

Language shapes how organizations are understood and connect with their audiences. Tone, vocabulary, and references directly influence message clarity and reach. We structure and adapt the brand language, from narrative to key content, to ensure communication remains coherent, relevant, and aligned with target markets.

  • Brand narrative
  • Tone and style
  • Brand content pillars
  • Editorial variations
  • Strategic keywords and vocabulary
  • Adaptation and translation
     

Graphic Design
 

Translating a brand’s intent into clear and recognizable visual cues lies at the core of graphic design. We structure information, guide the eye, and support message comprehension through form, hierarchy, and visual flow. We develop graphic systems to adapt across contexts and audiences while maintaining visual consistency over time.

  • Logos and variations
  • Colour palettes and typography
  • Graphic systems
  • Editorial design
  • Web design
  • Visual consistency
     

Motion Design
 

Bringing brands to life extends their identity. Motion structures messages, guides attention, and strengthens recognition through visual flow, typography, and animation. We approach it as a language in its own right, one that supports message understanding and enriches how brands express themselves across a wide range of contexts.

  • Visual identity animation
  • Animated logos and signatures
  • Animated systems 
  • Animated typography
  • Narrative motion design
  • Animated variations
     

Brand Assets
 

Brand assets communicate an organization’s identity and messages through concrete, usable formats. They ensure clarity, continuity, and alignment throughout everyday use and key moments. We apply our creative expertise to design assets that respect brand principles and are built to be deployed, adapted, and used across different settings.

  • Presentation and sales tools
  • Event materials
  • Corporate documents
  • Promotional materials
  • Templates and internal tools
  • Asset variations
     

Our Fibre in Action

Discover how our creative fibre comes to life alongside our clients, through concrete projects and partnerships that have made a lasting impact.

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OAQ

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Plume Canada

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Our creative fibre takes shape across a wide range of initiatives. Discover what it makes possible.

Explore Our Portfolio

The deRabane Advantage

Deep Brand Insight

Projects delivered for organizations with diverse realities, where a thorough understanding of the brand guides every creative decision.

Clear, Lasting Concepts

Creative concepts and visual worlds designed to remain relevant, consistent, and practical well beyond launch.

Proven Creative Rigour 

A consistently high level of standards, recognized by the teams we collaborate with, from concept through delivery.

FAQ

What is brand identity?

Brand identity brings together all the elements that make an organization recognizable and establish what it stands for. It includes visual identity as well as language, tone, and narrative cues. A well-defined brand identity provides a framework that ensures the brand is expressed clearly and consistently across all touchpoints. 

What is branding and why is it important?

Branding encompasses all the work involved in defining and bringing a brand to life. It includes positioning, visual identity, tone, language, key messages, and how the brand is expressed across its various materials. This work is essential because it ensures consistency, supports recognition, and allows an organization to establish a distinct and lasting presence with its audiences.

What is the difference between visual identity and brand image?

Visual identity refers to the elements an organization uses to present itself, such as its logo, colours, typography, and graphic system. Brand image refers to how the organization is perceived by people, including its reputation, credibility, and the emotions it evokes. In other words, visual identity is what audiences see, while brand image reflects the impression they form over time.

How do you define a brand’s positioning and tone?

Defining a brand’s positioning begins with clarifying three elements: who it is for, the problem it solves, and what truly sets it apart from its competitors. The tone then flows from this positioning; it expresses the brand’s personality through the words used, including level of language, vocabulary, and flow. Together, positioning and tone ensure communications that are coherent and recognizable across all channels.

How do you create effective brand storytelling?

Effective brand storytelling involves telling a true and well-structured story that expresses your values, mission, and reason for being. It is built around a clear narrative, real people (founders, employees, clients), and authentic emotions. When well-integrated into brand development, it helps create a lasting connection, differentiate your organization, and make the brand memorable.

How do you adapt a brand across different platforms and channels?

Adapting a brand across different platforms involves maintaining an aligned identity and tone while adjusting formats and messages to suit the characteristics of each channel. Clear visual and editorial guidelines ensure continuity (logo, colours, tone of voice), while content is adapted to usage: short formats for social media, targeted messaging for newsletters, and visuals optimized for the web or physical displays, for example.

Intertwined for Greater Impact

Our fibres naturally connect. When intertwined, they strengthen action and expand possibilities. Explore our other fibres to see how they can support your needs.