Ocapiat

Agency 148 is in charge of the project in all its forms: the writing of the content, the layout, the creation of illustrations, and the design of interactive games. For content writing, Maxime, our writer, begins with a series of interviews. He interviews about ten different stakeholders: apprenticeship masters, training students, business leaders, and branch representatives. And to highlight all the material collected, he chooses to mix the formats. For the descriptions of the 50 branches that make up the sector, he writes short texts that get to the point. He accompanies them with interviews, so as not to lose the human dimension of the sectors being described. He also adds different boxes, such as focuses on diplomas or practical information.

The content is extremely rich. My goal is therefore to vary the formats to create breaks in rhythm and achieve a dynamic and enjoyable reading experience.

Maxime, writer at Agency 148

The guide also includes a regulatory section on training and apprenticeships. Legal content, for which Ocapiat calls on the association Centre Inffo, a specialist in all these matters. Agency 148 carries out an editorial structuring work. Ultimately, it truly is a tripartite collaboration between Ocapiat, Centre Inffo, and us. For a guide that is both comprehensive in content and varied in form.

The playful aspect is a very important point of the specifications. To meet this requirement, we create four playful-educational activities, which allow us to pause on certain content points. These are small games to validate one’s knowledge as one progresses in reading: crossword puzzles, a game that requires linking a profile to a job offer, another in which one must find the essential pieces to conclude an apprenticeship contract, or a “Pay Day,” in which one must find the remuneration based on an apprentice's profile. All these games are interactive; you click on an answer and see immediately if you have found the right one or not.

The illustrations help to give an identity to the guide. They make it unique and distinguish it from traditional guides.

Hélène, Artistic Director at Agency 148

Hélène is in charge of all the creative aspects of the guide. Based on a global artistic direction from the creative director, she develops various inspirations, typography, and layout. Finally, Hélène dresses the entire guide with a mix of photos and illustrations that she creates herself.
These illustrations represent the main French territories and the associated professions. The coastline for fishing, the plains for agriculture, and the mountains for the food sector. For example, there are sawmills, vineyards, cows, tractors, and fishing boats. For her drawings, Hélène chooses a wireframe style: just a pencil line, without filling. Something light, for the sake of readability, to maintain the balance of a guide that already contains a lot of text, while also being able to play with contrasts and overlays.

It has been almost ten years now that we've been working with Ocapiat. It is a client with whom a long-term relationship of trust has developed. Over the years, our scope has expanded. Initially, our role was primarily to work on the attractiveness of careers in the agri-food sector, through the Alimétiers tools: the redesign of the website and its regular updates, the creation of events, and the design of booths at trade shows. With this guide, Ocapiat is seeking another skill from the agency: that of content creation, on a complex document, with its dual editorial and creative dimension.