Founded in 1989, the agency has evolved to become the team it is today. There are 9 collaborators (Carole, Astrid, Frédéric, Cédric, Mano, Sebastien, Hugo, and Steffen) and everyone has their role to play, but this does not prevent us occasionally using external talent if necessary.
The difference between a graphic design studio, more focused on pure graphics, and an agency that integrates all the other dimensions of communication, is profound: strategy, sustainable development, evolving the concepts with the client, and not unimportantly charming and welcoming offices (meetings by appointment, any day, any time).
The era of ‘old’ communication with the impressive 20m2 billboard and a stylish logo (that the client always insisted on making bigger) are long gone. Communication today, in line with the strategy, is everywhere: on the net, via traditional paid media, but also through social networks, often a far more effective means of delivering credibility and image than media advertising. In short, if you want a successful campaign today, you need to be an alchemist.
Nevertheless the core of our work is still graphics. The reality is that the sector has become so vast, since the good old brand charter and logo, that it now covers the entire spectrum of communication. Now far from scaring us, this spectrum of options stimulates us, indeed it is a pleasure to revisit it every time, as we are highly motivated by the large variety of missions. The advantage of reinventing oneself every time is that one never gets bored.
Our vision is long term and inseparable from our desire to be reactive at all times in line with the strategy, and in full coherence with the client. The customer is at the centre of our thoughts, for we are not custodians of an innate knowledge that dictates decisions. Instead we’re aware the customers know exactly what they want, and so we let them speak – it’s up to us to then translate these issues into communication.
It’s important to us to maintain a special relationship with the client, and this means we never impose some random creativity, just for fun. For us, creativity is conceived, evaluated, shared, and put in context ... and in a word, justified. The many creative awards we have obtained were primarily for innovative projects and outstanding execution. For us it really is all about win-win, to use a buzzword that is often overused.
Difficult to find a media, advertising or less traditional, that we have never used: print, digital, signage, audiovisual, transactional objects ... no matter the actual media, what counts is the idea that it carries, and if it doesn’t work then the idea needs to be thought through again. Back to work!
We will not tell you, like so many others, that we work too much and that it's hard to manage the crazy deadlines and that it was better before. When you love what you do, when it's a passion that drives you, you don’t think in terms of time, you only look at the results. That said, you will often see the light burning in the evening or during weekends, even if it is only in our heads.
We are 9 at Sign*, and it is an important asset. On many briefings, we involve a number of different creatives because there is always more in several heads than in one. The hardest task is often to choose the most suitable direction. This luxury, we are proud to give ourselves, for it’s a way of working that has been highly successful in the past as we search for the Holy Grail together.
Our client list is as eclectic and extensive as our designs. How boring it must be to have to choose just one area of specialisation! Our clients, besides their common wish to all be fabulous are big, small, medium, artistic, institutional, public, private, business ... and that in almost all sectors.