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 Branding - Art Direction 

Île de France Mobilité

Agency: Publicis Conseil

Art direction: Pierre-Louis POMMERY

Iles de France Mobilité is a company who manage the public transport in Iles-de-France. In this pitch there is a double challenge. First was to present a new communication campaign, and the second was to build a new design system for poster campaign. I was in charge of the second.

You can see the construction of my design system on the next lines.

Colors

3 main colors

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I decided to delete the 10 secondary colors.

Indeed the purpose of this pitch is to reaffirm IDFM, to refocus on the essentials and therefore on what people recognize with certainty of IDFM, i.e. on its three main colors.

I decided to delete the 10 secondary colors.

Indeed the purpose of this pitch is to reaffirm IDFM, to refocus on the essentials and therefore on what people recognize with certainty of IDFM, i.e. on its three main colors.

I decided to delete the 10 secondary colors.

Indeed the purpose of this pitch is to reaffirm IDFM, to refocus on the essentials and therefore on what people recognize with certainty of IDFM, i.e. on its three main colors.

Layout

Yesterday IDFM has a lot of support but they are to different each other.

Tomorrow we need to bring back a link between the different communications to identify IDFM in the first look whatever the communication.

 

Focus on the « marie-louise » (outline of the picture area), that should be in each visual, to keep a connection to the current identity.

 

Dress this "marie-louise" with a new pattern that reflects the brand's spirit of openness, mobility and freedom.

The traveler's pattern

The shape
 

The pattern will be focus on the IDFM logo’s « traveler ». Generous and dynamique curves calling for travel. 

To agree with the traveler’s idea, the pattern will be totally removable to see the multi-modality of IDFM.

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Why?

Today the "traveler" IDFM represents this idea of freedom. From a graphic point of view, its curves are already used for the construction of IBFM icons, so having it permanently at the heart of creation seems essential.

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