Industrial Roots, Modern Edge: Harrison Fun Studio’s Vision for Usine C

Designed by Harrison Fun Studio

Harrison Fun Studio was commissioned to spearhead the rebranding of Usine C, a renowned performance and creation center dedicated to live art and avant-garde performances. Housed in a building with a rich history, Usine C originally functioned as a jam-making factory. The name itself is a creative fusion of "Usine" (French for "factory") and the initial "C" from "confiture" (meaning "jam"), symbolizing its industrial past.

Despite its strong cultural presence, the previous branding fell short in representing the cutting-edge and experimental essence of Usine C. The visual identity lacked a compelling, recognizable personality and failed to create cohesion across different communication channels. With a primary audience skewing towards the 45-65 age range, the challenge was to invigorate the brand to resonate with a younger, vibrant demographic of Montrealers aged 25-45. Harrison Fun Studio aimed to craft a brand identity that struck the perfect balance between being edgy, innovative, and accessible.

The new branding concept was deeply inspired by brutalist architecture, a style that echoes the raw, industrial origins of the building itself. Harrison Fun Studio drew direct inspiration from the angular footbridge that connects two sections of the building, incorporating its sharp, geometric lines into the reimagined letter "C" of the logo. This bold, architectural reference gave the brand a distinct visual anchor that reflected both its past and its forward-thinking ethos.

To further enhance the brand’s modernity and appeal, the studio introduced a vibrant color palette that injected energy and freshness into the visual identity. These bright hues helped position the brand firmly within a contemporary design language, making it feel relevant and accessible to a younger, urban audience. Additionally, a custom-designed typography was developed to complement the overall aesthetic. This bespoke typeface not only enhanced the visual identity’s uniqueness but also ensured instant brand recognition, even in smaller applications. The rebrand by Harrison Fun Studio successfully transformed Usine C into a dynamic, iconic presence, aligned with both its avant-garde mission and its evolving audience.

Harrison Fun Studio is a multidisciplinary creative agency based in Montreal, operating for over eight years. Specializing in brand activation, branding, space design, and event production, the studio is highly regarded for its professional approach, innovative solutions, and commitment to delivering top-quality work.

The Studio distinguishes itself through its comprehensive approach to each project, carefully examining it from all angles. The team possesses the skills to manage a project from initial concept to final implementation, guaranteeing that whether it's presented online, in a physical environment, or during an event, the outcome is always captivating, thought-provoking, memorable, and uniform across all platforms. Their guiding principle is to push the boundaries of traditional ideas—something they refer to as the FunKick™.

Industrial Roots, Modern Edge: Harrison Fun Studio’s Vision for Usine C

Harrison Fun Studio was commissioned to spearhead the rebranding of Usine C, a renowned performance and creation center dedicated to live art and avant-garde performances. Housed in a building with a rich history, Usine C originally functioned as a jam-making factory. The name itself is a creative fusion of "Usine" (French for "factory") and the initial "C" from "confiture" (meaning "jam"), symbolizing its industrial past.

Despite its strong cultural presence, the previous branding fell short in representing the cutting-edge and experimental essence of Usine C. The visual identity lacked a compelling, recognizable personality and failed to create cohesion across different communication channels. With a primary audience skewing towards the 45-65 age range, the challenge was to invigorate the brand to resonate with a younger, vibrant demographic of Montrealers aged 25-45. Harrison Fun Studio aimed to craft a brand identity that struck the perfect balance between being edgy, innovative, and accessible.

The new branding concept was deeply inspired by brutalist architecture, a style that echoes the raw, industrial origins of the building itself. Harrison Fun Studio drew direct inspiration from the angular footbridge that connects two sections of the building, incorporating its sharp, geometric lines into the reimagined letter "C" of the logo. This bold, architectural reference gave the brand a distinct visual anchor that reflected both its past and its forward-thinking ethos.

To further enhance the brand’s modernity and appeal, the studio introduced a vibrant color palette that injected energy and freshness into the visual identity. These bright hues helped position the brand firmly within a contemporary design language, making it feel relevant and accessible to a younger, urban audience. Additionally, a custom-designed typography was developed to complement the overall aesthetic. This bespoke typeface not only enhanced the visual identity’s uniqueness but also ensured instant brand recognition, even in smaller applications. The rebrand by Harrison Fun Studio successfully transformed Usine C into a dynamic, iconic presence, aligned with both its avant-garde mission and its evolving audience.

Harrison Fun Studio is a multidisciplinary creative agency based in Montreal, operating for over eight years. Specializing in brand activation, branding, space design, and event production, the studio is highly regarded for its professional approach, innovative solutions, and commitment to delivering top-quality work.

The Studio distinguishes itself through its comprehensive approach to each project, carefully examining it from all angles. The team possesses the skills to manage a project from initial concept to final implementation, guaranteeing that whether it's presented online, in a physical environment, or during an event, the outcome is always captivating, thought-provoking, memorable, and uniform across all platforms. Their guiding principle is to push the boundaries of traditional ideas—something they refer to as the FunKick™.