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Branding

Branding agency in Lyon

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A brand people won’t mistake for another.

A silhouette in front of a retro neon backdrop, visual from Jojol's "New Tech is Loading" rebranding

The PE
way.

An identity earns its value when it helps people recognise the brand and helps teams create. Picture Element works on new brands and rebrands, from positioning to everyday tools. We connect your promise, language and visual cues into an identity you can put to work.

Clarify what your brand stands for

We start with your business, your audiences and the change you want to support. Positioning gives direction to the choices: your promise, what makes it credible and the personality to express. It provides the foundation for the creative work.

Build a visual language of your own

Logo, typography, colour, layout, imagery and tone of voice: each element has a role within the identity. We test creative directions against real applications to assess their clarity, character and ability to adapt.

Prepare for the day your teams take over

The identity needs to work on a screen, in a presentation and at the pace of an editorial calendar. We prepare the rules and tools for those uses: guidelines, templates, graphics and adaptations defined in the project scope. The creative direction stays clear when several people produce content.

Jojol: a rebrand that reaches the editing tools

Jojol’s identity was designed for YouTube, Twitch and his social formats. Templates and video graphics carry his tech culture into everyday production. A pixelated battery gauge captures the level of detail: information within a review also becomes one of the creator’s visual signatures.

View the case study

Make your brand work in practice

What a brand audit should clarify

Gather your current materials: website, sales presentation, social channels, packaging and recruitment documents. Look for shifts in the promise, conflicting visual codes and signs your audiences already recognise. This brand audit helps define the rebranding scope. If several offers or entities coexist, clarify the brand architecture too: what should be shared, what should remain distinct and how the whole structure should be named.

A brand platform that helps people make decisions

Positioning, priority audiences, promise, evidence and personality form the foundation. For every claim, identify what makes it credible in your business. Verbal identity then gives that direction a voice: vocabulary, key messages, tagline and tone. Sales and creative teams should be able to use it to answer the same question: why should this audience choose our brand?

Our advice: test the guidelines on a real application

Before finalising a brand book, test the brand system on a presentation, a social post and a web page. Check hierarchy, readability and composition rules. Then give a template to someone who did not design the identity. Their questions will reveal which instructions and files still need clarification.

Your brand has changed. Does its identity show it?

Share your starting point, your materials and the ambition ahead. We will look at what needs to evolve and what already makes you strong.

Let’s talk about your project

Useful questions before we begin

Does a rebrand always mean changing the logo?

Not necessarily. We look at the elements your audiences already recognise and what is holding back the brand’s evolution. The scope may cover positioning, language, how the identity is used or a complete redesign.

What is the difference between a brand platform and a visual identity?

The brand platform defines its direction: its role, promise and personality. The visual identity expresses that direction through design. Developing them together connects visual choices to what the brand wants to communicate.

What will we receive?

Deliverables follow your practical needs. The project may include a brand platform, visual and verbal identity, guidelines and adaptable templates. We define the applications at the start.

Can you work with our in-house team?

Yes. Understanding who will use the identity helps us create the right tools and prepare the handover.