Institut universitaire en santé mentale de Montréal

Axel – Branding and website

January 2018


Define the brand strategy and visual identity of the new Centre de recherche de l’Institut universitaire en santé mentale de Montréal, which develops technological tools to help people manage their mental health disorders.


To begin developing the centre’s visual identity, Bob focused on finding an original, evocative name, finally settling on Axel, a technological intelligence accelerator for better mental health. Axel, which is both short for “accelerator” and a first name, was chosen to represent the power of combining human and technology aspects.

The next step was to create a logo. Bob opted for transparent complementary colours, giving the logo a technological appearance while remaining consistent with the visual identity of the broader CIUSSS family in Eastern Montreal. The forward movement of the letters evokes vitality and speed.

Lastly, Bob created Axel’s web platform. Minimalist, impactful and intuitive, it was carefully designed to both inform and mobilize potential donors.


A strong, inspiring brand identity that effectively conveys Axel’s mission.