Lucid Management Group (LMG) once held the market leader position in urban shelters and street furniture but began to coast in neutral without innovating or providing adequate customer care. Their brand suffered. Eventually, LMG sold to investors who had the ambition of regaining the role of a market leader. To signal change with current and lapsed customers and attract a new customer base who appreciated urban design aesthetic, LMG needed to overhaul its brand completely.

Our strategy, Dependable by Design, became the foundation for the new brand story, and Monarch Structures was born, a name that equals the beauty and resiliency of its products. The name pays tribute to one of British Columbia’s tallest and most beautiful mountains, celebrating its west-coast Canadian roots. Inspired by urban street aesthetics, signage and colours, Monarch’s brand identity offers a bold and declarative approach to the category and provides a refreshing and unique platform. We broke away from category conventions by highlighting Monarch’s products in situ with commuters. The black and white photography allows the street structures to shine while staying true to their urban roots. A new website, sales materials, uniforms and vehicle livery helped transition the brand from a meaningless acronym to a proud badge.

A year after launch, and business is strong. Employee engagement has been strengthened, and the Monarch brand is not only resonating favourably with existing customers, but it is attracting many more in adjacent categories. Perhaps Monarch’s President, Gwendolyn Reischman says it best, “Through excellence in design and build, we are on a mission to make a lasting impact on people, spaces, and the planet. In our throwaway culture, we covet products that endure. Now we have a brand that reflects the beauty and resiliency of our products, processes, and people. It’s a brand that makes us proud.”