Yalp - Giving the agency an identity worthy of its ambition

Context

After several years under the name Biis Video, the agency wanted to take the next step: a name change, an evolution in positioning, and alignment with its priority target, B2B companies, mainly in the digital sector. This strategic transformation called for a complete overhaul of the visual identity, in order to embody a more serious, premium image, consistent with the expectations of this type of client.

Brand identity
Creative direction

My role

I led the entire art direction project on my own, with the agency’s two founders as sponsors. It was a particular situation: I had to treat my own colleagues as full-fledged clients, with the same rigor in scoping and approval as on an external project. An all the more demanding exercise given that we are rarely objective about our own brand.

Poster du système illustratif dans le cadre de la refont de l'identité de marque Yalp

Approach

The project was built around a twofold challenge: moving fast while setting up a reliable approval process, even though the "clients" were also the agency’s CEOs. The work covered:

Defining a new visual territory, capable of conveying the desired seriousness and premium positioning, while remaining consistent with the agency’s creative universe
Designing the logo and the brand guidelines, including the color system
Creating a dedicated illustration system, designed to be extended over time across different media
Producing usage templates, so that the identity can be applied consistently by the whole team, well beyond the initial launch

An art direction project to be led with high standards?

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