Regardless of the type of products, packaging is a marketing tool of considerable importance. It is the first contact between the product and the consumer. Generally speaking, the purchase decision time is very short at the point of sale. Thus, the packaging must be striking and distinctive in order to seduce the consumer and lead to the purchase. This is even more true in a field as competitive as cosmetics. Moreover, in addition to attraction, cosmetics packaging must meet legal obligations and ethical considerations.

In a particularly competitive sector like cosmetics, packaging is crucial to differentiate itself from competing brands. Thus, it is imperative that the packaging reflects the quality of the product. It is also a medium to display the merits of the cosmetic product. In the particular case of cosmetics, the packaging can also be innovative in order to facilitate the use and preservation of the product. That’s why the vast majority of brands rely on agencies, designers and even stylists to create innovative, professional, attractive and distinctive packaging. In some cases, packaging becomes a real object of art. He is at the origin of the construction of the visual identity of the brand.

Cosmetics packaging is also of particular importance when it comes to high-end products. If it’s about luxury brands, the packaging is really part of the customer experience. It can then be customizable or adopt the graphic codes of luxury with a sleek style or colors such as white, black or gold.

Then, from a legal point of view, packaging of cosmetic products must meet several standards. Indeed, as it is products for the skin, face or body, the packaging must include the various components of the cosmetic product. This helps to identify potential allergens and also to ensure that substances are not harmful to health.

In addition, as the field of cosmetics has long been criticized for its lack of ethics, brands have been interested in adopting an eco-responsible commitment regarding their packaging. Indeed, in an era of environmental awareness, consumers tend to opt for products that promote eco-responsible packaging, that is to say recyclable and with the minimum of plastic packaging.

In the end, cosmetics packaging is a particularly strategic point in the field of cosmetics. It is sometimes necessary to modernize packaging to adapt to new market requirements and seduce the target audience.



Participating to the international convention HR Tech of Las Vegas, the Quebec based company The Cloud Connectors entrusted the mandate of the realization of its new 20X20 booth to the agency H2O communication.

The Cloud Connectors specializes in data integration and transformation in the field of human resources. Moreover, the company went to the HR Tech convention, which began on October 1, 2019 and ends today, to present its services as well as its own integration platform: iPaaS.

HR Tech Las Vegas is a major event for HR professionals and new technologies. This convention brings together more than 400 exhibitors and more than 10,000 visitors from around the world. The stadium hosting the convention is 7 times the size of football field.

Thus, given the major scope of this event, the kiosk of The Cloud Connectors had to be colossal, attractive and above all professional. Thus, H2O communication has created a beautiful custom kiosk for the firm The Cloud Connectors. Kiosk 360 is composed of four towers measuring nearly four meters high and two meters wide. The kiosk also has a smaller tower with a screen that forms a small viewing section.

For all the components and facades of the kiosk, the H2O communication agency has created a design that perfectly represents the technological and human resources worlds. Indeed, bluish textures graphically symbolize high technology. Then, the design also includes people illustrating the field of human resources. In addition, the booth has numerous calls to action to encourage visitors to communicate with company representatives on site or to watch the iPaaS demonstrative presentation.

In short, H2O communication has created an evocative and professional kiosk. The huge kiosk captured the attention of thousands of visitors as part of this international event. With its new kiosk, The Cloud Connectors has distinguished itself from the competition and increased its notoriety at the HR Tech.



In the few years, the advertising world has undergone a revolution. On the one hand, the advent of new technologies has led to a proliferation of advertising opportunities. Between social media, search engine marketing, mobile applications and online viewing platforms, advertisers are spoiled with choice to reach their target audience.


On the other hand, consumer behavior has changed dramatically. The average consumer is now hyper-connected. He has constant access to the web. Moreover, the vast majority of consumers are now starting their buying process through a web search. However, this connection has also changed media consumption habits. Take television as an example. The public no longer consumes television content in the same way. First, the number of cable TV subscriptions has declined significantly in recent years. Indeed, many are turning to online viewing platforms like Netflix. As for those who remain loyal to cable television, the vast majority tend to directly view content that interests them without looking at commercials.


In this context, web advertising represents a great opportunity for B2B and B2C small and medium businesses. Whether it’s for driving web traffic, generating engagement on social media, increasing online sales, or increasing brand awareness, web advertising platforms can help businesses to achieve tangible results with investments far below traditional media such as billboard and television. Web advertising is effective because it is targeted, affordable and measurable in real time.


Whether it’s social media or search engine marketing, web advertising platforms allow precise audience targeting. In addition to the location of the audience, it is possible to select several demographic factors such as age, gender, status, occupation and even interests through web advertising platform. Thus, with web advertising, companies can literally reach their potential customers directly.


In addition, web advertising is affordable and within the budget reach of every business. Of course, there are several factors that influence the rates of web advertising, but it is possible to achieve considerable results for only a few dollars per day. Moreover, most web advertising platforms offer PPC pricing, that is to say pay per click. Thus, advertisers are only charged when someone clicks on their ads, thus quickly making their investment profitable.


Another significant benefit of web advertising is that the performance is measurable in real time. Indeed, web campaign managers can see and analyze the results to the second. Thus, when an advertising campaign does not achieve the desired results, managers can adjust and modify the campaign quickly to ensure the success of the campaign.


In short, by combining precise targeting, affordable pricing and measurement, web advertising enables businesses to achieve real results and quickly benefit from a significant return on investment. Obviously, to maximize the results and the return on investment of a web advertising campaign, it must be entrusted to professionals. Moreover, several companies choose to entrust their mandates of web advertising to integrated agencies since they can manage every aspect of the campaign under the same roof, thus ensuring the effectiveness.



The Regroupement des Cégeps de Montréal (RCM) has entrusted the modernization of its brand image and the creation of its new website to the agency H2O communication. Bringing together the twelve Francophone and Anglophone public Cégeps of Montreal, the RCM’s mission is to promote college education in Montreal for youth, adults and businesses. With this in mind, the goal of the rebranding mandate was to energize the RCM’s branding while reflecting the academic quality of its institutions and programs. The RCM also wanted to have a website with a strong brand image. The goal was also to have a site more clear, more dynamic, and above all, responsive.

Initially, at the request of the client, H2O communication reviewed the name of the group in order to simplify and modernize it. Formerly known as the Regroupement des collèges du Montréal Métropolitain, the agency proposed the name RCM for Regroupement des Cégeps de Montréal.

Then, H2O communication created the new RCM logo. If the blue color has been retained to allow a smooth transition, the logo itself has been completely redesigned. The letters of the new logo touch to symbolize the grouping. Then, the letter C is prominent to emphasize the importance of CEGEPs. Much stronger and more sleek, the new RCM logo is definitely more modern. As for the branding, the agency has created a professional brand image graphically illustrating the academic universe. The city of Montreal is also an important component of the new branding.

Of course, all communication tools created by H2O communication reflect the branding designed for RCM. Whether it’s the stationery or the website, all communication tools are professional, dynamic and evocative.

By the way, regarding the RCM website, it has been completely redone. On the one hand, the structure has been revised to allow intuitive and user-friendly navigation. In addition, for the site to be referenced on the search engines, the new website programmed by H2O communication is fully responsive. Then, as the site was programmed directly within the agency, the website perfectly integrates the new brand image.

With its new branding and new website, the RCM has all the tools to accomplish its mission and shine as a central figure in Montreal’s higher education.



According to the saying, a picture is worth a thousand words. However, in business, it is not a question of photo image, but rather of brand image. In fact, branding inspire a precise representation of a company and its offer in the minds of consumers. With an effective branding, a company does not need to say that its products are high-end since its brand image evokes it naturally. However, the opposite is also true. If a company has an outdated brand image, it is likely that the potential customer will consider it and its offering as obsolete. Thus, it is essential for a company to display an irreproachable and well integrated branding. The branding must be professional, distinctive and evocative in order to attract and retain consumers.


The logo and all the communication tools are physical materializations of the branding. In an era when the vast majority of consumers are starting their buying process with an online search, the main showcase for a company’s branding is its website. With this in mind, a website must be in perfect symbiosis with the branding, while meeting several marketing objectives. In other words, having a website is not enough anymore. Companies must have an aesthetic website that perfectly and effectively integrates their brand image.


Moreover, when it comes to branding, visitors must recognize the brand as soon as they get on the website. Thus, the logo of the company must always be visible. In addition, the graphic elements composing the branding must be represented on all pages of the website. Unique sale proposition (USP) of the company must also be visible on the site. For the website to fully incorporate branding and (USP) it is imperative that the creative, marketing and programming team be in close communication. This explains that more and more companies are turning to integrated agencies that create branding and website under the same roof.


Like branding, the website is a reflection of a company and its offer. On the one hand, a site displaying old technology sends the image of a company in difficulty. On the other hand, the site must be professional and functional in order to generate an action. Specifically, the visitor must find quickly  the information he is looking for on the website, all without encountering irritants. For example, sites that take a long time to download often have a high bounce rate as well as being poorly referenced.


In short, beyond aesthetics, branding and the website are a reflection of a company. They build a representation of the company in the mind of the consumer. What image would you like your company to project?



Last Thursday at Collège Ahuntsic, the unveiling of the new H2O communication project took place : the branding and website of the Pôle montréalais d’enseignement supérieur en intelligence artificielle, also known as the PIA. Funded by the Ministère de l’Éducation et de l’Enseignement supérieur du Québec, PIA is an initiative bringing together twelve CEGEPs and seven Montreal universities. Its mission is to ensure a concerted response to the need for artificial intelligence formation in Montreal educational institutions.


The unveiling of the branding took place during the official launch of PIA which was held in the big auditorium of the Collège Ahuntsic in front of more than 200 representatives of the members of the Pole. At this moment, the assistance was able to discover the logo as well as the corporate signature Au devant de l’IA created by H2O communication. The public was also able to see PIA’s website.


In addition to the presentation of the branding and the website, those present at the launch of PIA were able to attend a panel of experts on the theme of AI, a challenge for higher education. The panel was composed by experts in artificial intelligence including Yoshua Bengio, professor at the University of Montreal and scientific director of MILA, Lyse Langlois, professor at Laval University and director of the International Observatory on Societal Impacts IA (OBVIA), and Mathieu Boisclair, General Manager of the College Center for Technology Transfer in CEECs at Bois-de-Boulogne and John-Abbott (JACOBB).


H2O Communication is proud of this achievement which allows the PIA to display a professional image and position itself as a central player in the field of artificial intelligence in Montreal.

Membres du PIA :

– Cégep André-Laurendeau

– Cégep de Saint-Laurent

– Cégep du Vieux Montréal

– Cégep Gérald-Godin

– Cégep Marie-Victorin

– Cégep Vanier

– Collège Ahuntsic

– Collège Dawson

– Collège de Bois-de-Boulogne

– Collège de Maisonneuve

– Collège de Rosemont

– Collège John-Abbott

– École de technologie supérieure

– HEC Montréal

– Polytechnique

– Université Concordia

– Université de Montréal

– Université du Québec à Montréal

– Université McGill

Photo Credit : Mona Caissy – MOCAphoto



There is no need to have a transactional site to generate sales through the web. Indeed, several web marketing tools can generate sales by attracting consumers to the point of sale or by pushing the potential customer to interact with a company. Specifically, whether B2B or B2C, a non-transactional website, social medias and newsletters can increase sales through the development of a drive-to-store strategy or by encouraging a potential customer to interact.



In the vast majority of cases, the purchase process begins with a web research. Thus, in order to generate sales, one must first make sure that the target finds the company’s website. That’s why it is essential for a company to have a professional effective website, and above all, well referenced! Indeed, a well referenced website allows potential customers to find a business quickly and easily, all at a crucial moment in the buying process.

Once on the website, some features can stimulate a move to a point of sale or generate calls. For example, as part of a drive-to-store strategy, the presence of store locators and merchandise locators can lead customers togot to the store. Regarding B2B companies, various elements ont the website can boost sales. This is particularly the case of call-to-action buttons, contact forms or being able to make appointments online.


Social medias

Social medias are also excessively effective web tools for generating sales without an e-commerce website. As part of a drive-to-store strategy, these platforms make it possible to attract shoppers with strategic content. For example, companies may publish products only available in store, as well as store-only flash promotions.

Social media is also a good tool for generating interactions between potential customer and the company. Just create engaging content and multiply contact opportunities. For example, a company can publish a free estimate offer on its Facebook page and add a Messenger contact button.



The newsletter is a highly effective web marketing tool for generating sales. Most of the time the newsletter is sent to consumers who already have an interest for the brand since they have subscribed to the mailing list. As part of a drive-to-store strategy, a company can send a personalized newsletter on the occasion of the reader’s birthday. A company can also send a large-scale newsletter with exclusive in-store, short-term promotion to create a sense of urgency in the consumer. In addition, newsletters are also relevant for B2B companies. By combining relevant content and call action, newsletters can drive website traffic as well as calls, emails, appointments and information requests.


In short, boutiques and businesses have a multitude of web tools to attract consumers in store or generate interactions. De facto, these visits and interactions are usually transformed into sales. You only need to develop an effective web strategy to increase sales.



Leader in the field of building restoration, St-Denis Thompson wanted to optimize its online presence. The Montreal company has decided to entrust the mandate of the management of all its social media to the agency H2O communication. Since then, the company’s social media has grown significantly!

As part of this mandate, H2O conducted an analysis to develop a comprehensive strategy for the company’s social medias. Specifically, the web objectives were to increase the frequency of publication, increase the number of subscribers and the engagement on the social platforms.

The social media strategy created by H2O communication made it possible to determine what types of content had to be published on the different platforms in order to reach and interest the target. Then, the agency created a detailed editorial calendar with content adapted to every web platform.

The agency has also optimized the configuration of all pages of the company on social media so that they are in synergy with the brand image. Then, all publications were created to highlight the expertise and achievements of the company St-Denis Thompson, while developing the employer brand.

Of course, H2O has also put in place an action plan for community management. In fact, H2O communication has allowed St-Denis Thompson to interact more with the members of its web community and strengthen its leadership position in the industry.

The implementation of the social media strategy created by H2O communication allowed St-Denis Thompson to quickly achieve impressive results. After only three months, St-Denis Thompson has almost doubled its engagement rate across all of its social medias. In addition, the company saw a 37% increase in Facebook subscribers and a 10% increase in LinkedIn subscribers.



The logo is an important part of a company’s brand image. Indeed, the logo is often the first contact with the consumer. From this perspective, the logo of a company must be professional, evocative and memorable. However, over time, it is sometimes necessary for a company to evolve its logo. Here are some reasons motivating the evolution of a logo.


Branding refresh

It may be relevant to change the logo when it becomes old and outdated. Consumers associate the quality of a company’s products and services with its brand image, and therefore with its logo. If the logo is obsolete, then it is likely that the potential customer can think that the offer is obsolete. Thus, it is wise to think about changing your logo approximately every ten years. Nevertheless, it is important to keep certain benchmarks and not to completely transform the logo so that the customer can always identify the brand.


A timeless logo

Refreshing your logo too often, however, has a cost! Therefore it is preferable to go for a timeless logo and not an ultra trendy one. It will age less quickly and it will also allow the company to distinguish itself from its competitors. A limited number of colors and a readable font will favor the timelessness of the logo. A sleek logo will also be easily transposable on many media such as business cards, a website, packaging or promotional items.


Internal change

A drastic change in the logo can also be made to mark the new strategy on the part of the company. Whether it’s a business merger or a new target, this branding evolution may be necessary to display the new corporate identity. As part of the founder’s retirement, an evolution of the logo may also be relevant to update the image of the company while maintaining the reputation acquired over the years. This branding modernization will also allow the logo to be adapted to new communication tools such as social medias.


In the end, several reasons can justify the evolution of a logo. Generally, a well-built logo can remain effective for at least ten years. In addition, a well-made logo must remain legible, regardless of its size. It must also be adapted to all formats and marketing media.



Founded in 1994, Lunetterie Béland quickly became one of Canada’s leading eyewear suppliers for the Canadian Armed Forces. A growing business, Lunetterie Béland now has 17 branches open to the general public and serving a large part of Quebec as well as a branch in New Brunswick.


Looking to enhance its online presence and reinforce its notoriety, Lunetterie Béland has given the mandate to manage all of its social media to H2O communication. As part of this mandate, the agency first conducted an analysis to develop a strategy for the company’s social media. Specifically, the web objectives were to increase the frequency of publication, increase the number of subscribers and the engagement rate.


After analyzing the situation, H2O communication developed a web strategy to determine which were the best platforms to reach the target clientele. Then, the agency created a detailed editorial calendar with content adapted to each social media. Obviously, the content is in perfect synergy with the brand image created for Lunetterie Béland by H2O communication as part of a previous mandate. H2O has also put in place an action plan for community management. Indeed, H2O communication has allowed Lunetterie Béland to interact more with the members of its web community while reinforcing its brand image.


The implementation of the social media strategy created by H2O communication has allowed Lunetterie Béland to quickly achieve its objectives and even surpass them. In less than six months, Lunetterie Béland has experienced a 121% increase in its new monthly subscribers. In addition, the engagement rate on the social media of Lunetterie Béland has practically doubled. Furthermore, social media campaigns also generated in-store traffic. In short, this is a great for the social media of Lunetterie Béland.