Tourisme Iles de la Madeleine wanted to develop a brand that aligns with its sustainable tourism strategy. The new identity emphasizes total immersion in the Madelinot way of life to raise awareness of how fragile the islands are. To support this concept and let the islands tell their own visual story, the new design draws inspiration from nature -typographies that evoke the erosion of cliffs, a color palette inspired by local scenery, vibrant blue to match the shifting hue of the sea in every season, a circular logo that reflects the shape and angle of the islands and evokes sustainability.