Place aux jeunes en région (PAJR) is a network of more than 100 people located across Quebec. Its mission? Counter the rural exodus by attracting, integrating and retaining 18-35 year olds in the regions. After 30 years of activity, PAJR wanted to update of its brand image to continue with their project of helping young people settle in the regions. To do this, we developed a brand image that had a younger and more current visual, and that could easily be used and adapted for all the organization’s agents. Commitment is the central idea that guided the overall creation: the network’s commitment to the regions, communities and young people who want to move away from big cities. Punchy colours and typefaces with rounded lines and solid serifs were chosen to ensure the organization’s credibility, represent the network’s employees and catch the eye of the various target audiences. The graphic space is made up of customized photos, videos and illustrations that demonstrate different regional flavours, and includes various assets to enhance the visuals that were produced.