LE GROUPE ALFID
CORPORATE BRANDING STRATEGY
Promoting art through real estate and real estate through art in order to create high end corporate calendars to be distributed. Instead of the usual architectural photography presentation of their buildings, we created a unique approach for the firm that resulted in a successful outcome with an exceptional appreciation from employees as well as the firm’s close collaborators. The students of Montreal School of Fine Arts were asked to choose one of Alfid Buildings and create a unique painting. Afterwards the paintings were photographed and used for the high end corporate calendars offered to all partners, employees, building owners and close collaborators. The board members then used the created paintings to create an Art exhibit event that allowed all students/artists to meet with everyone and all guests to discover and appreciate the work. All paintings were finally used as art pieces for the firm’s headquarters and eventually a special gift to the owners of the portrayed buildings. As part of their social involvement actions, Le Groupe Alfid awarded 3 of the 14 artists who participated, a substantial scholarship fund to pursue their dream and goal. The awarded paintings were chosen by popular vote amongst the employees.
Results
Major impact on the employees (reinforcement of the employer brand); An increase in the sense of belonging linked to their involvement in this project; An appreciation and reinforcement of the relationship between the owners and the immediate collaborators; A great pride as much on the part of the employees as on the collaborators and the participating artists in regards to the gesture made by the company and its social involvement; A clear increase in notoriety and brand awareness for the company.
