It Started with a Website Redesign
When we began the website redesign for Viking Film 1685, a Montreal-based television and film production company, we quickly realized we had a problem. We couldn’t move forward without addressing the elephant in the room: the logo.
Our client, a producer, screenwriter, and director who approaches broadcasters and sponsors with new show concepts, game shows, and film projects, had been using his Viking oars logo since 2005. While it had served him well for nearly two decades—including 8 years producing his Académie du Guide de l’auto—it no longer reflected where his business was heading.
He wanted something more youthful, more contemporary. But there was a challenge: he had no ideas where to start.
The AI Detour: A 2023 Reality Check
Like many business owners exploring their options in 2023, our client first turned to AI logo generators. The results were… let’s call them “instructive.”
The AI produced everything from retro TVs with test patterns to garish pink comic book typography. There were confusing V-shaped graphics and designs that looked more suited to a vintage electronics shop than a modern production company. None of them understood his business, his clients, or his aspirations.
This is where many website redesign projects stall. But we believe in a principle that guides everything we do: you are the average of the people you surround yourself with.
Knowing What We Don’t Know
Here’s the truth: we are not brand identity experts. We design and develop websites, we create digital strategies, but logos and brand systems? That requires a different kind of expertise.
Rather than fumbling through it ourselves or relying on AI to randomly generate options, we do what we always do: we surround ourselves with people who elevate our expertise. We work with some of the finest graphic designers in the industry—specialists who understand brand strategy, visual identity, and how to translate business objectives into compelling design.
The Transformation: Strategic Collaboration
Working with our network of expert designers, we took our client from the dated Viking oars logo through a thoughtful evolution:
From: The original logo with decorative Viking oars/shields as circular elements beneath the text, in beige and brown tones with “FILM 1685”
To: A clean, contemporary brand identity featuring:
- A simplified Viking flag/banner icon integrated into the letterform
- Modern, professional typography
- A versatile design system with black, white, and red variations
- “Film 2” positioning that signals evolution and freshness
- A scalable identity that works across all media
The process wasn’t about generating dozens of random options. It was about:
- Understanding the business – His clients, his positioning, his goals
- Strategic thinking – What should this brand communicate?
- Professional execution – Typography, color theory, scalability
- Iterative refinement – Working with the client’s feedback
- Practical application – Ensuring the identity works across his new website and all touchpoints
Why This Approach Works for Web Redesign
This case study illustrates a fundamental truth about quality work in web development and digital strategy: specialization matters.
AI tools can generate options, but they can’t:
- Understand your business strategy
- Ask the right questions
- Apply professional judgment and taste
- Refine based on nuanced feedback
- Ensure technical execution across media
- Bring years of experience to bear
Similarly, as a Montreal web design agency, we could have attempted the logo ourselves. But why would we, when we can collaborate with specialists who do this at the highest level?
The result? A client who went from a dated logo and scattered ideas to a cohesive brand identity that positions him exactly where he wants to be in the market—contemporary, professional, and ready for the next chapter of his business, with a website that perfectly reflects this evolution.
The Lesson: Build Your Network
Whether you’re redesigning a website, refreshing a brand, or tackling any complex business challenge in digital transformation, the quality of your outcome is directly related to the expertise you bring to the table.
Don’t go it alone. Don’t settle for algorithmic shortcuts. Surround yourself with specialists who elevate your work.
After all, you are the average of the people you surround yourself with—so surround yourself with excellence.
Need help with your digital presence?
At HabitaMedia, we combine expertise in web strategy, design, and development with a network of specialists to deliver comprehensive digital solutions. From website redesign to digital strategy, we orchestrate every aspect of your project by collaborating with the best experts.
Let’s talk about your web redesign or digital strategy project.
Contact our Montreal web agency to discover how we can transform your online presence.