Gastronomy is a real economic, cultural, social and environmental driver for Montreal, but it’s also fragile. For years the sector has been facing major challenges, which have only become more acute with the pandemic. Faced with the urgency of the situation, key players in the agri-food industry have mobilized to create the Office montréalais de la gastronomie, a consultative platform to consolidate the efforts of the community behind a shared vision: making Montreal the North American capital of gastronomy. lg2 developed a unifying visual identity that reaches out and engages all industry stakeholders so they contribute to bringing the organization’s vision to life.