MMV, L’expérience Club aux sommets | Branding

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MMV's identity was no longer in phase with the reality of its offer: a dated logo, whereas all the clubs are new or renovated, an evocation linked to the mountains but also to the sea, an activity that the group abandoned several years ago. A rather neutral and consensual universe when the offer has been strongly differentiated towards a modern approach and in phase with the current expectations of mountain holidaymakers (premium service, trendy activities, festive and friendly state of mind). It was therefore essential that MMV's identity reflect this new ambition and the reality of the experience that holidaymakers have today in the clubs.

This evolution was all the more strategic as it was necessary to attract a new, younger and ever more demanding clientele. A great deal of work was carried out to analyse the trends among current and new customers, to define the most aspirational universes and the identity style that would enable the brand to resonate with its audiences. The positioning of the mountain expert was put at the heart of this new identity, allowing the acronym MMV to transcend and become the brand's new crest. A dynamic, enthusiastic visual territory, creating a real connivance with the public, was developed in order to nourish the entire customer journey, from the communication tools to the various media present in the clubs.

__ Client: MMV __ Agency: Dékuple Agency __ Role: Branding & Art Direction