Brief
Created in 2017, Retailink, the new advertising network of the Fnac-Darty group offers tailor-made omnichannel experiences for its customers. The advertising agency entrusts FCINQ with the task of creating its graphic identity and applying it on different media in order to assert itself not only within the group, but also with all of its communication targets.
How, when we have existed since 2017, appear as the new essential player for advertisers?
They made it
Lot of people have been working on this project, here is our part of people working on it.
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Josué Pichot -
Gwendoline Gendron -
Kevin Ronceray -
Eloïse Gaboriau -
Charlotte Graff -
Quentin Sautour
Strategy
First, we structured the speech by giving it its own tone and allowing it to emerge better. We summarized this work in a promise:
“Our customers are curious to meet you”
A way to highlight a benefit that only Retailink is able to bring, to position the brand as a media while providing it with a human, modern and innovative tone that guides graphic creation.
Visual identity
The work immediately focused on the innovation carried by the brand while exploring an original way to link the Fnac and Darty entities (symbols, colors).
The choice was finally made on a logo combining geometric typography mixing roundness and very statutory straight lines. Played like a graphic gimmick, the group’s colors come to rest on the I of the logotype and recall the parentage.
Iconography
To complete this new identity, we created an image bank and drew several proprietary pictograms. They allow to highlight all the multichannel offer carried by the brand while ensuring a real coherence around the brand.
Website
In parallel with the finalization of the brand identity and its variations (business card, email signatures, presentation templates) we started to work on its digital showcase to establish its image and its notoriety.
In line with the work carried out on identity, this ergonomic, interactive and easily manageable site strengthens the position of Retailink as a media that creates value for brands.
