Making artificial snow that’s more realistic than natural snow? This is a feat that Snöflake, now Latitude 90, has been accomplishing for many years. The company is one of a few in the world specializing in developing snowmaking technologies and equipment, for which it holds an international patent. With Larouche’s help, Snöflake recently became Latitude 90 to better meet the company’s need to revamp its image and thus reflect the world calibre of its innovative technologies. The agency handled an overhaul of the visual identity, the new slogan “Perfect snow, for imperfect conditions” and the brand-new website.