Strategy made visible through decisions.

Accor was preparing the launch of Phantom, a new entertainment venue designed to establish a distinctive identity within a competitive nightlife and cultural landscape. The project required a clear story, a recognisable brand world and strategic guidance across its graphic and visual development.

How could Phantom be positioned and expressed as a destination in its own right, with a distinctive story and identity capable of generating interest before launch and remaining relevant beyond its opening period?

The venue had the potential to benefit from its location, programming and association with a major group, but these assets alone were not sufficient to create a memorable brand. Phantom needed a clearer narrative and a coherent visual language to avoid being perceived simply as another event space.

Build the brand around a distinctive storytelling platform that could guide its identity, communication and launch. Translate that narrative into clear graphic principles and ensure consistency across the different creative materials and audience touchpoints.

Jean-Baptiste led the strategic storytelling, brand recommendations and senior advisory relationship, working with the agency teams and creative partners responsible for the launch and graphic development of Phantom.

Brand storytelling, launch positioning, strategic narrative, graphic identity advisory, creative direction guidance and launch communication., creative direction guidance, identity review and launch communication advisory.

Brand narrative, storytelling framework, positioning recommendations, graphic direction principles, review and refinement of visual identity proposals, launch communication guidance and recommendations for the consistent application of the brand across key touchpoints.

Phantom launched with a distinctive story and visual identity designed to strengthen recognition, support its communication and establish the venue as a destination in its own right.

Puma was seeking to strengthen its relevance beyond performance sport, reposition its lifestyle category and support the launch and development of its running category. The brand also required senior strategic counsel for corporate positioning, executive visibility and crisis communications.

How could Puma broaden its cultural relevance and strengthen its position across lifestyle and running, while maintaining a coherent corporate narrative across products, markets and leadership communications?

Puma had strong global recognition and sporting legitimacy, but its different categories and communications did not always express one clear and consistent strategic position. Lifestyle, running and corporate communications required greater alignment around the brand’s distinctive role and cultural relevance.

Clarify the strategic role of each category within one coherent brand narrative, strengthen Puma’s connection to culture and lifestyle, and align product communication, corporate positioning and executive expression around a more distinctive point of view.

Jean-Baptiste led the senior client relationship, strategic recommendations and coordination of the agency teams working across brand, corporate and executive communications.

Brand and category positioning, lifestyle repositioning, running-category launch support, corporate communications, executive positioning, crisis counsel and ongoing strategic advisory.

Strategic recommendations, category narratives, communication frameworks, executive positioning guidance, campaign and launch briefs, crisis communication counsel and ongoing senior advisory.

The work supported Puma’s lifestyle repositioning, the launch and development of its running category, and greater continuity across brand, corporate and executive communications over a multi-year relationship.

Following a successful television campaign, Uber Eats wanted to extend the concept into digital channels and participate in the wider conversation around a major football competition, despite not being an official sponsor.

How could Uber Eats earn a credible role in the football conversation, engage digital audiences and extend its television campaign without implying an official association with the competition?

The competition generated exceptional attention, but most conventional football content was dominated by official sponsors, broadcasters and established media. Simply reproducing the category’s usual codes would make the brand appear opportunistic or interchangeable. Uber Eats needed to identify a role connected to genuine supporter behaviour and to the moments in which its service was naturally relevant.

Build the digital activation around the culture and rituals surrounding football rather than the competition’s official assets. Extend the television concept through content connected to supporters, match-day behaviour, food, delivery and shared viewing moments, giving Uber Eats a legitimate role in the conversation without presenting the brand as an official sponsor.

Jean-Baptiste led the senior client relationship, strategic recommendation and coordination of the agency and production teams responsible for translating the television concept into a digital activation.

Digital communication strategy, cultural and audience analysis, campaign-extension strategy, social content territories, activation architecture and recommendations for creators, communities and digital channels.

Digital activation strategy, audience and cultural insights, strategic communication territory, content pillars, activation concepts, channel recommendations and an implementation roadmap extending the television campaign into digital environments.

The work defined a credible digital role for Uber Eats within the football conversation and translated the television campaign into a broader activation designed around supporter culture and match-day behaviour.