Kyu

With the redesign of the site, the client wanted to clarify its offerings, both for its teams and for its clients, and make them more attractive. The agency proposed a dedicated creative workshop at Kyu's offices. The goal was to discuss with the client their vision of the profession and to understand their various areas of expertise so that these could be reflected in the structure. The graphic charter, the editorial charter, and this workshop were the three pillars of building the brand universe.

"Workshops are moments of exchange and clarification, for us, but also for Kyu. Once we are sure we are aligned, moving the project forward becomes much simpler!"

Pauline, Project Manager, 148 Agence Collective 

The client wanted to refresh their entire visual identity. The agency took charge of the logo redesign, the creation of the graphic charter, and also the stationery (business cards, letterheads…). Additionally, the charter needed to be easily adaptable to both print and digital formats. The client wanted to maintain the spirit of the square and the marine colors that were already part of their DNA. The navy blue and green were modernized. The idea was to provide more contrast, lightness, and to revitalize the client's logo and colors. Taking a gamble, the agency proposed a raspberry shade to bring contrast and pep. The client approved! The logo retains the precious square that defines Kyu's identity, but this time with more depth. The double color of the square adds relief and reminds one of the multi-expertise of the firm. To enhance the geometric lines of the logo, the typography was custom-made. The next challenge was substantial: adapting this static graphic charter to a dynamic website.

"Creating a visual identity is always a challenge. We worked in co-creation with the client to find the colors and typography that truly suited them."

Hélène, artistic director, 148 Agence Collective 

The creative team worked with predefined blocks. This system has a significant advantage: it requires less development and provides a lighter and therefore more performant site. But beware, simpler doesn't mean boring. Upon arriving at the site, users immediately enter the universe of Kyu thanks to what is called a "loader," a static page that highlights the brand's identity. The user discovers at a glance the Kyu logo, the dark blue of its brand guidelines, and a descriptive phrase about its core business. No doubt, we have indeed arrived in the Kyu universe. The cover images are all cropped at the bottom right, reminiscent of the square of the logo, split into two parts diagonally. The rendering aims to be interactive, immersive, and aesthetic. The user continues their navigation and discovers the expertise while immersing themselves in the brand's universe through dynamic squares and hover animations on buttons. These micro-interactions are designed to remain light and not hinder the performance of the site. Even if it wasn't the client's initial intention, the Agency always maintains the reflex to create light creative sites, following its eco-design approach. At this stage, there was just one thing missing… Beautiful illustrations for this site!

"Because brand recognition goes far beyond the mediums, we created a graphic ecosystem that adapts equally to the print visual identity and the Kyu website."

Léo, artistic director, 148 Agence Collective 

Kyu wanted to strengthen the proximity with its clients and highlight the experts of its firm. The creative team came to photograph the premises and the employees "in situation." The shots are deliberately bright, and overall, the employees adopt a more relaxed attitude than that defined by the codes of their industry. The client wanted to break away from this image that was too cold and strict while still maintaining seriousness towards its clients. The shooting took place at the end of the project to align 100% with the visual and editorial identity defined by 148. The photos were thus quickly integrated into the new site.