Responsable de nature
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MELCCFP
Overview
To guide outdoor practices and protect the natural environments around us, Quebec's Ministère de la Lutte contre les changements climatiques, de la Faune et des Parcs, set out to create an initiative that could unite hunters, anglers, trappers and outdoor enthusiasts. Responsable de nature transforms a call for awareness into an invitation to act.
Creating a movement for nature
Nature is at the heart of life in Quebec. We hike through it, hunt in it, fish its waters and escape into it. But the more we enjoy these spaces, the more important one question becomes: how do we encourage responsible behaviour without sounding preachy?
That was the challenge set by Quebec's Ministère de l’Environnement, de la Lutte contre les changements climatiques, de la Faune et des Parcs. Our mandate was to create a name and visual identity that could bring together diverse communities around a shared vision: enjoying the outdoors in a way that is more mindful, sustainable and respectful of the land.
Making responsible behaviour feel natural
From the outset, one thing was clear: if we wanted people to embrace the movement, we needed to replace guilt with encouragement. Responsible outdoor practices couldn't feel like a list of rules, they had to feel like a natural way to care for the places people love.
That's how Responsable de nature came to life. Simple, memorable and rooted in everyday language, the name shifts the focus from individual actions to a lasting mindset. Rather than speaking to one activity alone, it creates a shared message that resonates across hunting, fishing, trapping and outdoor recreation alike.
Making responsible behaviour feel natural
From the outset, one thing was clear: if we wanted people to embrace the movement, we needed to replace guilt with encouragement. Responsible outdoor practices couldn't feel like a list of rules, they had to feel like a natural way to care for the places people love.
That's how Responsable de nature came to life. Simple, memorable and rooted in everyday language, the name shifts the focus from individual actions to a lasting mindset. Rather than speaking to one activity alone, it creates a shared message that resonates across hunting, fishing, trapping and outdoor recreation alike.
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A visual identity that brings people together
The visual identity reflects the movement's core values of protection, belonging and collective action. At its centre is a stylized N, a direct reference to nature, enclosed within a circular form that conveys unity, guidance and trust.
Organic shapes inspired by leaves and natural growth bring warmth and movement to the identity, while the overall composition can also be seen as a blooming flower—a symbol of nature's ability to thrive.
To ensure the movement felt relevant across every audience, the logo system was also adapted for each key activity: fishing, hunting, trapping and wildlife observation. Each variation creates a stronger connection with its community while remaining part of a cohesive and recognizable visual system.
The result is a bold, flexible identity that encourages people to adopt better outdoor practices—not because they have to, but because they genuinely want to.
A visual identity that brings people together
The visual identity reflects the movement's core values of protection, belonging and collective action. At its centre is a stylized N, a direct reference to nature, enclosed within a circular form that conveys unity, guidance and trust.
Organic shapes inspired by leaves and natural growth bring warmth and movement to the identity, while the overall composition can also be seen as a blooming flower—a symbol of nature's ability to thrive.
To ensure the movement felt relevant across every audience, the logo system was also adapted for each key activity: fishing, hunting, trapping and wildlife observation. Each variation creates a stronger connection with its community while remaining part of a cohesive and recognizable visual system.
The result is a bold, flexible identity that encourages people to adopt better outdoor practices—not because they have to, but because they genuinely want to.
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Passing On Better Outdoor Practices
To build awareness for the Responsable de nature initiative and encourage the adoption of better outdoor practices, we created a video around an object that feels familiar to anyone who loves the great outdoors: the pocketknife. More than a tool, it often carries a story, a memory, a skill passed down from one generation to the next. Much like responsible practices in nature, it is shared, learned and passed from hand to hand. By leaning into this simple yet meaningful symbol, the video creates an emotional connection with hunters, anglers, trappers and outdoor enthusiasts, before inviting them to adopt the right behaviours to help protect the natural environments they enjoy.
Passing On Better Outdoor Practices
To build awareness for the Responsable de nature initiative and encourage the adoption of better outdoor practices, we created a video around an object that feels familiar to anyone who loves the great outdoors: the pocketknife. More than a tool, it often carries a story, a memory, a skill passed down from one generation to the next. Much like responsible practices in nature, it is shared, learned and passed from hand to hand. By leaning into this simple yet meaningful symbol, the video creates an emotional connection with hunters, anglers, trappers and outdoor enthusiasts, before inviting them to adopt the right behaviours to help protect the natural environments they enjoy.
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