Carnot Mica
Restoring Strength and Clarity to Expert Positioning
Carnot Mica
Sector
Industry & Energy
Expertises
Sub-expertises
- Competitive audit
- Conception-writing
- Brand positioning
- Brand strategy
- Editorial Identity
- Graphic identity
Team
Carnot Mica: Materials Innovation in Search of Strategic Clarity
Carnot Mica specialises in functional materials, surfaces and interfaces, bringing together 18 research structures and supporting nearly 900 companies each year.
Yet its position as an expert, its scientific depth and its place within the Carnot network were no longer sufficient to clearly express its role or assert its uniqueness.
"The Carnot Mica teams, accustomed to rigour and precision, were fully engaged in the communication strategy we developed. That commitment was essential to the project's success!"
Camille, Client Director, Branding, 148 Agence Collective
The Institute was struggling with an image deficit: an outdated visual identity, technical messaging that lacked human connection, and scattered communication across multiple channels.
To reposition the Institute within its ecosystem and strengthen its visibility among industrial partners, 148 Agence Collective was commissioned to deliver a comprehensive mission: strategic audit, editorial identity overhaul and digital recommendations.
Co-created Redesign, From Diagnosis to Vision
The mission began with an in-depth audit—covering communication, social media, SEO and competitive benchmarking—which revealed positioning that was too factual, limited audience ownership of key topics and undervalued achievements.
This was followed by a co-creation phase: stakeholder workshops, definition of a new brand territory, clarification of purpose and drafting of an inclusive manifesto.
The deliverables formalised a clear and distinctive vision: Carnot Mica becomes the reference point for cutting-edge materials innovation serving the sustainable performance of industrial partners.
A manifesto embodies this ambition: anchoring the Institute in transition challenges, celebrating technical and human excellence, and affirming a spirit of collaboration and committed research.
On the digital side, the agency delivered structuring recommendations: editorial lines tailored to different platforms, content revaluation and activation of a more human narrative to better connect expertise with real-world impact.
A Clarified Story, An Assumed Role
Through this strategic and editorial overhaul, Carnot Mica gains visibility, consistency and genuine connection.
The repositioning clarifies its contribution in an increasingly competitive landscape, the editorial voice affirms an ambitious and clear vision, and the identity bridges scientific excellence with industrial relevance.
A new language, to amplify the voice of an Institute dedicated to sustainable innovation.
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The Collective Agency brings together many talents who can respond to strategic and/or operational communication projects, targeted or multi-channel, short and long term. Feel free to make an appointment with us to discuss and receive a quote for your project!