Nelly Tadjer
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Work

Immo Alliances

Client
Groupe Immo Alliances
Year
2026
Context
With GENCO
My role
Creative Director
Strategy
Brand platformArchitecture of the group and its entities
Identity
Monogram and logo familyEntity palette, typographyBrand standards guide
Rollout
SignageStationery, foil-stamped business cardsSite workwearTrade show booth, façade bannerVehicle letteringFilms for tenders
Over time
Website compliance follow-upIdentity consistency with partners across the Atlantic

How one sign brings several real estate businesses together.

The context

A Quebec real estate group on the rise, Immo Alliances needed an identity equal to that trajectory: one that could make the complementarity of its branches readable, and carry its partnerships across the Atlantic. Starting point: the manifesto reworked by the team, and the conversations that shaped my thinking.

The stance

Translate that ambition into a shared visual system, carried by one idea: The Revealing Angle. No longer decorating, but revealing the structure, the framework of the expertise. The monogram stands on three pillars:

  • The Foundation: the vertical base, the group’s steady footing.
  • The Growth: the rising diagonal, deliberately taller, which sets things in motion.
  • The Alliance: the crossing pillar, the keystone linking the entities and their partners.
Immo Alliances: the monogram constructed in pencil in a notebook, circles and guide lines, a mechanical pencil beside it
The research notebook
The new Immo Alliances monogram and its construction lines: circles, axes and dimensions around the black sign
The original Immo Alliances logo: the letters L and A intertwined in a copper gradient, the name in an arc and “Groupe immobilier” in script
Before, after: the original logo, and the construction lines of the new monogram.

The sign never changes. Only the colour of the rising pillar, the line and the name identifies each entity.

  • GroupBrass gold
  • ConstructionTerracotta
  • CapitalForest green
  • ManagementPetrol slate
  • CollectiveVineyard
Immo Alliances: system board, brass plaque on stone, Group and Construction cards, embossing, and the monogram in the five entity colours
Several areas of expertise, one vision.

The result

One sign for five entities, and a family of logos rolled out across every touchpoint of the group: signage, stationery, site workwear, trade show booth, façade banners, website and vehicle lettering.

Immo Alliances Group: bronze plaque with the logo on a stone wall, lit from below
Signage
Immo Alliances: the monogram and name embossed black on black
Embossing
Immo Alliances: black and white stationery, business cards, letterhead, folder and phone
Stationery
Immo Alliances: trade show booth, the monogram as tall lit brass pillars, visitors in suits
The trade show booth
Immo Alliances Construction: giant banner with the logo on a building façade, “Now leasing”
The façade banner
Immo Alliances Construction: lettering mock-up on a white Ford Transit, copper diagonal and black band
Vehicle lettering
Immo Alliances Construction: three lettered vans side by side, a preview of fleet consistency
The fleet

On site

Immo Alliances Construction: black t-shirt with the logo, worn on site
The site t-shirt
Immo Alliances: black cap with the embroidered monogram
The cap
Immo Alliances: cream sweatshirt, the monogram alone over the heart
The sweatshirt

For tenders

To answer the group’s tenders, I made transformation films, including the one that opens this page: buildings and interiors that come apart, then rebuild themselves before the client’s eyes.

A retail floor
An office floor
A loft

The team

Creative direction, strategy and design
Nelly Tadjer
Manifesto
The Immo Alliances team