MADE WITH… reflections



Because I need to inspire myself.
Because maybe it could inspire you too.
Because I have a lot to say each day.
Here are some thoughts I would like to share.

“Start with curiosity, not belief”

Marty Neumeier


Lots of my clients say that they’re afraid to introduce themselves on their website or to post on social media because they’re scared that they won’t look serious and “professional” or that they don’t have the skills to do it well. Although it’s definitely a good idea to work with experts in communication (although I would say that ), you have to be bold, have a go, experiment (to understand what works and how to make improvements) and be authentic. We all want to “go behind the scenes” to see what the brands we use are really like, we all want to get to know the professionals we work alongside. But we expect transparency and, these days, we won’t be fooled. The bad buzz around some brands is a good example of this. So take the plunge and be yourself!


I recently read an article comparing music and cooking and I thought that there are similar parallels between music and branding!
✔ The search for the right sound, looking for the right chords for a great melody
✔ Harmony between all the different elements that make up the brand identity
✔ The importance of silence: it’s just as vital as the music! It prevents an overload of information, ensuring that important messages are retained
✔ The conductor (me 😅) who co-ordinates everything to guarantee overall coherence
✔ The musician (the client) who plays the score and brings the brand to life by performing it and adding intention and emotion
✔ The instrument which must be properly tuned but isn’t enough on its own…
Because without energy, without dedication, a name and a visual identity are just empty shells. But with these qualities, they take on a whole new dimension!


It’s key for any business that wants to survive – particularly at the moment. Never rest on your laurels: monitor the development of societal and consumer trends (and the expectations of your clients) so that you can adapt to them. Constantly adapt your business model, your offering and your communication while maintaining a sense of continuity and originality. Follow trends, particularly when it comes to graphic design, without losing your identity. Be inspired by trends while remaining timeless. Keep your balance as you navigate the perpetual movement of life (both professionally and personally).

What about you, have you adapted since the beginning of the Covid pandemic? Have you found the right balance?


No matter what area you work in, I believe that it’s vital to question, learn and re-assess things constantly, particularly when it comes to communication! This encourages creativity, enabling us to think outside the box and explore new ideas. More than that, you have to know how to ask the right questions and how to make sense of the information you find. When I start working for a new client, most of the time I don’t know their industry. And even when I do, their industry is constantly changing. Preconceived ideas should be left at the door. There’s no shame in asking questions that seem self-evident; there’s no shame in asking “why” when these questions are answered. It’s important to analyze the market in a simple, sincere way by putting yourself in your target clients’ place, by studying how major societal trends have an impact on their expectations and on what drives them. I take the time to observe, explore, investigate, detect and understand the emerging issues that will become tomorrow’s trends.


Every year, teaching makes me question myself. After working with a collective intelligence facilitator for the first two years, this year I’ve chosen to work with a former student who provides me with monthly monitoring of the latest trends to help me improve my classes. Like many lecturers, I tend to provide a lot of information without expecting the students to find it for themselves because of my unconscious belief that I’m being paid to pass on as much knowledge as possible.
But teaching isn’t just about talking, it’s also about listening, answering questions and finding ways to empower students so that they retain information better.
Teaching students and training clients who are new to branding forces me to try to explain things more clearly by going beyond the usual jargon or at least by defining the different terms!

You need some help seeing the bigger picture?