Over the past several months we’ve had the pleasure of working on the rebrand of Morneau Shepell with Instinct Brand Equity. From design research and brainstorming periods aimed at visualizing the brand foundation, to work sessions with key Morneau Shepell stakeholders to nail down the colour schema, typography and image style — the coming together of the Morneau Shepell visual brand system was a rapidly moving design project with a very passionate, collaborative, and hard working team.

“Morneau Shepell Ltd. (previously Morneau Sobeco and Shepell fgi) is the largest Canadian-based firm providing human resource consulting and outsourcing services. The company’s solutions are designed to assist employers in managing the financial security, health and productivity of their employees. With over 2,500 employees in offices across North America, Morneau Shepell Inc. provides its services to organizations in Canada, the United States and around the globe.” morneaushepell.com


In a matter of 4 months, Pivot worked with the brand foundation to establish a visual brand identity through iterations of mood boards, colour palettes, image styles and typography. Then, with an understanding of the audience needs, business goals, and marketplace, we used the approved look and feel to roll out stationery applications, document templates, communication collateral, tradeshow booths, a website reskin and a slew of other design elements.

The visual brand identity represents the coming together of two exceptional teams of people. It is an integration of their cultures and services and a representation of unity. It is a holistic view, and a symbol of Morneau Shepell’s commitment to building long-term relationships with their clients.

Congratulations on the launch, Morneau Shepell! The Pivoteers are so proud to have been a part of it!

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