After new owners acquired the brand, Lucid Management Group (LMG) set its sights on regaining the role of a market leader through a complete brand overhaul. And so Monarch was born, a name that equals the sophistication and resiliency of the brand’s products. The new name pays tribute to one of British Columbia’s tallest and most beautiful mountains, celebrating its Pacific Northwest Canadian roots. Urban street signs and aesthetics inspired Monarch’s new brand identity and provided a refreshing and unique platform. We broke away from category conventions by photographing Monarch’s products in situ, showing the people who benefit from them daily and shot in black and white, further connecting the brand to its urban heritage. A new website, sales materials, uniforms, and vehicle livery helped transition Monarch from a meaningless acronym to a proud badge.