This flex office SaaS platform is a marketplace for renting flexible workspace in France: private offices, coworking desks and meeting rooms. More than 500 spaces listed across 80 cities.
\nThe original platform had been built with NoCode tools (Xano for the backend, WeWeb for the frontend). At the outset, that approach made for a fast launch. But month after month, things deteriorated.
\nThe technical debt piling up on the NoCode tools had made the platform unstable. Outages multiplied, fixes created new bugs, and the team no longer had command of its own tool.
\nFaced with a malfunctioning portal, the team had been forced back to Excel files to keep track of the business: managing contracts, following up payments, chasing customers. A step backwards that cost both time and reliability.
\nThe recurring technical problems on the customer portal (slowness, display errors, broken features) caused users to lose confidence. Customers left the platform. The tool that was supposed to generate value had become a drag on sales.
\nThe team could neither fix the problems properly nor develop the platform to suit its needs. The limits of Xano and WeWeb had become walls. Every new feature called for fragile workarounds that made the technical debt worse.
\nGiven all this, I proposed a complete rebuild of the platform. No patching up, no gradual migration: a rebuild from scratch, on solid foundations.
\nThe whole build was carried out with the help of AI agents, producing in a few weeks what would have taken months with a traditional approach:
\nThe new platform was designed according to recognised software industry models:
\nThis rebuild is a textbook case of what happens when a company builds its critical tool on foundations it does not control. NoCode lets you start fast, but without technical governance the debt piles up until breaking point.
\nRebuilding with AI agents made it possible to combine the speed of NoCode with the robustness of a professional architecture. The result is a platform the team understands, controls and can develop further with confidence.
\n", "date_published": "2025-06-15T00:00:00Z" } , { "id": "https://www.sebastien.maimon.fr/en/case-studies/securing-an-executives-email/", "url": "https://www.sebastien.maimon.fr/en/case-studies/securing-an-executives-email/", "title": "Securing an executive's email after a targeted destabilisation attempt", "content_html": "The chairman of a company was targeted by an attempt to destabilise him, which carried the risk of sensitive emails being deleted from his work mailbox, hosted by an outside supplier. Confidential emails had been read and potentially exfiltrated. Trust in the existing infrastructure was gone.
\nThe work was launched as an emergency, with two objectives: secure the executive’s communications immediately, and migrate to a fresh, fully controlled environment.
\nSuspicious logins had been identified on the chairman’s account, from unusual IP addresses. The extent of the unauthorised access was hard to assess: how many emails had been read, forwarded, copied? Nothing was certain.
\nThe chairman had to keep communicating without interruption, while having the assurance that his exchanges were no longer being monitored. Every hour counted.
\nThe decision was not ideological, it was operational. In this situation, the objective was to restore a reliable service within hours, with simple administration and a high level of security.
\nThis case is a reminder of something that is often forgotten: a company does not need a full Microsoft tenant and the whole ecosystem around it to work properly. What it needs is robust email, controlled access, strong authentication, backups and clear governance.
\nAnother factor weighed in the balance: AI is already built into the Google environment. For a business leader who is not yet comfortable with AI agents, that is a useful way in — help with drafting, summaries of email threads, contextual assistance inside everyday tools, with no additional technical project.
\nGoogle is clearly pushing this usage, whether users want it or not. That is a deliberate trade-off here: imperfect but immediately available support is better than a theoretical AI strategy that never reaches production.
\nPragmatism therefore drove the decision: take the option that was fastest to secure, clearest for the executive and simplest to maintain over time.
\nA business leader’s mailbox is a prime target. Without multi-factor authentication, without an audit of forwarding rules, without access logging, an email account becomes an open door. Migrating to a secure environment is not a luxury: it is a basic protective measure that should have been in place before the incident.
\n", "date_published": "2024-08-12T00:00:00Z" } , { "id": "https://www.sebastien.maimon.fr/en/case-studies/hr-process-automation-through-an-hris/", "url": "https://www.sebastien.maimon.fr/en/case-studies/hr-process-automation-through-an-hris/", "title": "HR digital transformation at a leader in medical distribution", "content_html": "A leading medical device distribution group, with 50 years of expertise behind it, faces a major challenge: coping with exceptional growth of 300% in six months following the acquisition of a major player in the sector. Its IT estate, built in WinDev in 2005, has no HR module at all to handle the onboarding of 100 new employees.
\nExplosive growth: 100 new employees to bring on board quickly
\nAn obsolete system: No HR tools in the existing IT estate
\nManual processes: HR operations that consume a great deal of time
\nTime pressure: The rollout had to happen within one month
The project was built around three strategic areas:
\nFull HR digitalisation:
\nOperational efficiency:
\nEmployee experience:
\nOur work was structured around several areas of expertise:
\nBenchmarking the solutions:
\nProcess audit:
\nHRIS rollout:
\nProcess automation:
\nTeam training:
\nProductivity gains:
\nSimpler administration:
\nFull digitalisation:
\nA focus on added value:
\nA self-service portal:
\nThe HR digital transformation achieved the following:
\nThis transformation shows how HR digitalisation can support explosive growth while improving service quality and the employee experience.
\n", "date_published": "2023-10-09T00:00:00Z" } , { "id": "https://www.sebastien.maimon.fr/en/case-studies/pharmalizr-medicine-serialisation-solution/", "url": "https://www.sebastien.maimon.fr/en/case-studies/pharmalizr-medicine-serialisation-solution/", "title": "PharmaliZr - a medicine serialisation solution", "content_html": "Against a backdrop in which counterfeit medicines represent an annual loss of more than 1 billion euros in France and 10.5 billion in Europe, Eirwego is developing PharmaliZr, an innovative solution for verifying medicines by scanning datamatrix codes. From its creation in 2018 to today, the solution has never stopped evolving to meet market needs and regulatory requirements.
\nThe project was built around three strategic areas:
\nMaximum accessibility
\nTechnical excellence
\nUser experience
\nOur work was structured in two major phases:
\nUX/UI design
\nTechnical architecture
\nUX improvements
\nTechnical optimisation
\nIntelligent scanning
\nEnd-to-end traceability
\nThe PharmaliZr solution achieved the following:
\nThis evolution illustrates how a user-centred approach, combined with technical excellence, can create an innovative solution that answers a major public health issue.
\n![\"Medicine](\"https://www.sebastien.maimon.fr/img/application-serialisation-medicaments-pda-mobile.png\")
\n![\"UX](\"https://www.sebastien.maimon.fr/img/application-serialisation-medicaments-manuelle.png\")
\n",
"date_published": "2022-12-15T00:00:00Z"
}
,
{
"id": "https://www.sebastien.maimon.fr/en/case-studies/urban-fixie-logo/",
"url": "https://www.sebastien.maimon.fr/en/case-studies/urban-fixie-logo/",
"title": "Urban Fixie: a logo for an urban bike brand",
"content_html": "Urban Fixie is a brand positioned in the urban fixed-gear bike segment. Fixie culture carries a strong visual DNA of its own: minimalism, clean lines, a refusal of anything superfluous. The brand needed a logo able to translate that state of mind while asserting a recognisable identity in a market where the look counts as much as the mechanics.
\nCultural consistency: respecting the visual codes of the fixie community without slipping into cliché
\nVersatility: creating a logo that works across very different media, from the bike frame to stickers and textiles
\nLegibility: guaranteeing immediate reading at every size, including etched on a frame tube
The chosen direction was custom typographic lettering, directly in keeping with the fixie philosophy: nothing superfluous, every stroke there for a reason.
\nThe exploration looked at geometric typefaces and at lettering from urban culture and track cycling. The aim was to find a balance between dynamism and geometric rigour.
\nThe work concentrated on several areas:
\nThe logo was adapted for every intended use: branding on the frame, textile labels, screen printing on jerseys, stickers and a web presence.
\nThe Urban Fixie lettering illustrates the power of a rigorous typographic approach in the service of a niche brand. By refusing every unnecessary decorative element, the logo speaks directly to its community and embodies the very philosophy of the fixed gear: the essentials, and nothing but.
\n", "date_published": "2021-10-13T00:00:00Z" } , { "id": "https://www.sebastien.maimon.fr/en/case-studies/electronic-contract-signature/", "url": "https://www.sebastien.maimon.fr/en/case-studies/electronic-contract-signature/", "title": "Digital transformation of electronic contract signing", "content_html": "A major industrial group is looking to secure and optimise the management of its contracts through an electronic signature solution. Faced with growing compliance demands and significant legal risk, the company wants to modernise its contracting process.
\nCompliance risk: Contracts left unsigned or incomplete
\nA manual process: Collecting signatures takes a great deal of time
\nGeographic spread: Signatures are difficult to gather
\nComplex tracking: Little visibility on the status of contracts
The project was built around three strategic areas:
\nMaking the processes secure:
\nOperational efficiency:
\nUser experience:
\nOur work was structured around several areas of expertise:
\nProcess audit:
\nSolution design:
\nThe DocuSign solution:
\nSystem integration:
\nUser training:
\nA secure process:
\nStronger control:
\nThe electronic signature solution achieved the following:
\nThis transformation shows how digitalising the signing step can optimise contractual processes while strengthening the company’s legal position.
\n", "date_published": "2021-06-12T00:00:00Z" } , { "id": "https://www.sebastien.maimon.fr/en/case-studies/what-hat-packaging-design/", "url": "https://www.sebastien.maimon.fr/en/case-studies/what-hat-packaging-design/", "title": "WHAT: packaging design for a hat brand", "content_html": "WHAT is a hat-making brand that puts boldness at the heart of its identity. In a sector where packaging is often no more than a functional container, the brand wanted to turn its hat box into a genuine piece of communication. The ambition: that the customer keeps the box, shows it off, and that it extends the brand experience well beyond the purchase.
\nAn object of desire: Making the packaging an extension of the brand that the customer wants to keep
\nVisual impact: Creating packaging recognisable from a distance in a shop or on a shelf
\nManufacturing constraints: Designing something that could be produced with the printing processes available
The project was approached as a product design exercise in its own right, going beyond the usual boundaries of screen-based graphic design.
\nThe name WHAT, short and punchy, was treated as a dominant graphic element. The typeface chosen plays on contrasts of weight to assert the brand’s personality: direct, assertive, no detours.
\nThe packaging design turned on several principles:
\nThe identity developed for the packaging was conceived as the foundation of a visual system that could be extended across all of the brand’s media: labels, tissue paper, bags and digital communication.
\nThis project illustrates the ability to work beyond the screen, on product design and packaging questions. The WHAT box proves that well-designed packaging does not only protect a product: it tells a brand story and creates a lasting bond with the customer.
\n", "date_published": "2020-12-11T00:00:00Z" } , { "id": "https://www.sebastien.maimon.fr/en/case-studies/hvac-industry-digital-transformation/", "url": "https://www.sebastien.maimon.fr/en/case-studies/hvac-industry-digital-transformation/", "title": "Digital transformation: modernising the IT estate in the refrigeration and air treatment industry", "content_html": "Against a backdrop of strong international growth, this international industrial group specialising in refrigeration and air treatment, present in more than 100 countries, faced a major challenge: modernising its IT estate. The existing setup, built on Excel files, no longer met the needs of a rapidly expanding business.
\nCritical operational risk: dependence on a single person to maintain the Excel files
\nLimited scalability: the existing tools were difficult to develop further
\nLack of automation: manual processes that consumed time and generated errors, so process automation was needed
\nNo standardisation: no unified process for quoting installations, so the processes had to be standardised
The digital transformation had three main objectives:
\nModernising the business tools:
\nGiving the sales teams autonomy:
\nSystem integration:
\nOur approach was structured around three main areas:
\nDocumenting the business rules:
\nTechnical architecture:
\nA collaborative approach:
\nThe digital transformation achieved the following:
\nThis digital transformation shows how a methodical, collaborative approach can modernise critical business processes while securing the buy-in of end users.
\n", "date_published": "2020-08-20T00:00:00Z" } , { "id": "https://www.sebastien.maimon.fr/en/case-studies/contract-lifecycle-optimisation/", "url": "https://www.sebastien.maimon.fr/en/case-studies/contract-lifecycle-optimisation/", "title": "Contract lifecycle optimisation for an industrial group", "content_html": "A major industrial group is facing growing financial and legal risk tied to the non-standardised management of its subcontracting contracts. Its account managers, putting speed of execution first, sometimes bypass the contractual processes, exposing the company to significant litigation risk.
\nLegal risk: Contracts left unsigned, or amended without any control
\nFinancial losses: Costly disputes with subcontractors
\nA non-standardised process: Practices that vary from one region to another
\nLack of traceability: Contract amendments are hard to track
The project was built around three strategic areas:
\nLegal safeguards
\nOperational efficiency
\nCompliance and control
\nOur work was structured around several areas of expertise:
\nProcess audit
\nSolution design
\nDigitalising the processes
\nSystem integration
\nUser training
\nA contract cycle under control
\nGreater efficiency
\nThe CLM solution achieved the following:
\nThis transformation shows how digitalising contractual processes can make an industrial group’s operations safer while improving operational efficiency.
\n", "date_published": "2020-03-11T00:00:00Z" } , { "id": "https://www.sebastien.maimon.fr/en/case-studies/webuilt-logo/", "url": "https://www.sebastien.maimon.fr/en/case-studies/webuilt-logo/", "title": "Webuilt: a logo for a web development agency", "content_html": "Webuilt is a web development agency whose name already carries a promise: to build. The challenge was to express that double reading visually – web and built, “we built” – in a logo capable of working both as a brand signature and as a favicon in a browser tab.
\nVisual semantics: fusing the ideas of construction and web technology into a single mark
\nAdaptability: designing a system that works in a full version (logo + type) and in a reduced version (icon alone)
\nPositioning: asserting a professional, modern image in a sector saturated with web agencies
The creative direction moved towards designing an icon that treats the letter W as architectural raw material.
\nThe research looked at the points where architectural forms and the letter W converge. The idea of assembled building blocks emerged as the truest metaphor for the developer’s work: putting components together to build a coherent whole.
\nThe design process followed several steps:
\nThe icon was paired with a modern sans-serif typeface, chosen for its neutrality and its legibility. Together they form a coherent system usable across all of the agency’s communication materials.
\nThe Webuilt logo shows that rigorous graphic synthesis can condense an entire positioning into a simple mark. The successful fusion of letter and concept gives the agency a memorable visual signature that carries meaning.
\n", "date_published": "2019-09-26T00:00:00Z" } , { "id": "https://www.sebastien.maimon.fr/en/case-studies/online-accounting-platform-transformation/", "url": "https://www.sebastien.maimon.fr/en/case-studies/online-accounting-platform-transformation/", "title": "Digital transformation of an online accounting platform", "content_html": "A major player in online accounting, whose flagship product dates from the 1990s, faces growing technical challenges. With a customer base that has grown tenfold over the years, the legacy platform is showing its limits and causing recurring failures.
\nSubstantial technical debt: An ageing architecture in need of modernising
\nPerformance problems: Difficulty coping with growing data volumes
\nA degraded user experience: A clunky interface for entering accounting data
\nLimited scalability: A monolithic architecture poorly suited to growth
The transformation project had three main objectives:
\nOptimal performance
\nTechnical modernisation
\nOperational excellence
\nOur work was structured around several innovative areas:
\nIntelligent navigation
\nOptimised data entry
\nBuilding this proof of concept demonstrated the following:
\nThis proof of concept shows how a modern technical approach, combined with an agile methodology, can turn a legacy application into a high-performing, scalable solution.
\n", "date_published": "2019-09-18T00:00:00Z" } , { "id": "https://www.sebastien.maimon.fr/en/case-studies/b2b-truck-rental-marketplace/", "url": "https://www.sebastien.maimon.fr/en/case-studies/b2b-truck-rental-marketplace/", "title": "B2B road transport marketplace: truck rental with driver and TMS automation", "content_html": "The road transport sector is going through deep change, and demand for innovative digital solutions is growing fast. Against this backdrop, an ambitious start-up set out to transform truck rental with a driver by building a one-of-a-kind B2B marketplace. The platform connects shippers directly with local hauliers, with a focus on short distances.
\nThe company identified several major challenges in local road transport. The market is highly fragmented, with a wide gap between small owner-operators and large brands. Integrating multiple TMS (Transport Management System) platforms proved complex. Manual booking processes were also time-consuming and needed automation. Finally, it was essential to be able to interface with a range of external systems to ensure smooth interoperability.
\nThe project was built around three strategic areas for the digital transformation of local road transport:
\nOur work rested on several technology pillars to build this B2B marketplace for truck rental with a driver. We put in place a robust architecture based on scalable microservices, a distributed database and intelligent load balancing. For the integrations, we developed standardised TMS connectors, documented REST APIs and webhooks for real time.
\nOn the technical side, we delivered a scalable, robust architecture, integrated the TMS platforms and automated the key processes. On the business side, we created a service that is unique on the market, able to cover B2B needs and to take a differentiated position in the road transport sector.
\nThis B2B marketplace opened up local professional transport to a wider market, optimised costs for customers, improved the use of transport resources and created a unique position in the market for truck rental with a driver.
\nThis transformation is a clear illustration of how technology innovation can reshape a traditional sector, by creating a B2B solution that answers the specific needs of local road transport.
\n", "date_published": "2019-08-15T00:00:00Z" } , { "id": "https://www.sebastien.maimon.fr/en/case-studies/pharmalizr-visual-identity/", "url": "https://www.sebastien.maimon.fr/en/case-studies/pharmalizr-visual-identity/", "title": "Pharmalizr: visual identity for a healthcare software publisher", "content_html": "Pharmalizr is the flagship product of Eirwego, a specialist in medicine serialisation. In a pharmaceutical sector governed by strict regulation, not least the European Falsified Medicines Directive, the company needed a visual identity to match its ambitions. The software makes it possible to trace every box of medicine from production to the moment it is dispensed in the pharmacy, a major public health issue.
\nRegulatory credibility: inspiring confidence in health authorities and pharmaceutical laboratories
\nA dual nature: reconciling the technology world of SaaS with the reassuring codes of the healthcare sector
\nTechnical legibility: making a complex subject (serialisation, traceability, compliance) accessible through a clear identity
\nProduct consistency: aligning the brand identity with the software’s user interface
Creating the Pharmalizr visual identity revolved around a search for balance between rigour and modernity.
\nAnalysis of the market revealed a landscape dominated by identities that were either too clinical or too generic. The opportunity lay in creating a brand that communicates technological precision and the reliability expected in healthcare at the same time.
\nThe design process was structured around several strands:
\nBeyond the logo, a complete visual system was developed to support the roll-out of the brand across every medium: technical documentation, sales presentations, the software interface and regulatory communication materials.
\nThis identity work demonstrates how important rigorous branding is in regulated sectors. The Pharmalizr visual identity does more than dress up a product: it plays an active part in the credibility of the solution with laboratories and health authorities, a decisive commercial asset in a market where trust is the first criterion of choice.
\n", "date_published": "2019-06-06T00:00:00Z" } , { "id": "https://www.sebastien.maimon.fr/en/case-studies/eirwego-visual-identity/", "url": "https://www.sebastien.maimon.fr/en/case-studies/eirwego-visual-identity/", "title": "Eirwego: visual identity for a software company", "content_html": "Eirwego is the software company behind Pharmalizr, its medicine serialisation solution. The company needed a corporate identity distinct from that of its flagship product. The challenge: to embody the technology parent company while keeping a credible family link with the product brand already in place.
\nCorporate distinction: Clearly separating the company’s identity from that of its product
\nA controlled family link: Keeping a coherent visual link between Eirwego and Pharmalizr without conflating the two
\nInstitutional trust: Projecting an image of solidity to the partners, investors and institutional clients of the pharmaceutical sector
The Eirwego identity was designed in direct relation to the work done on Pharmalizr, to guarantee overall coherence without redundancy.
\nThe analysis looked at the relationship between corporate brand and product brand in the software ecosystem. Eirwego had to position itself as the technology and strategy entity, while Pharmalizr carries the business and regulatory dimension. That distinction guided every creative decision.
\nThe design process was structured around several areas:
\nA brand architecture exercise set the rules for how Eirwego and Pharmalizr coexist: hierarchy of the logos, joint usage, variants for each medium. That framework keeps the ecosystem legible for outside audiences.
\nThe Eirwego identity illustrates a common challenge in the software world: giving visual structure to the relationship between a software company and its products. Working on both brands in parallel made it possible to build a coherent visual ecosystem, where each entity finds its place without encroaching on the other.
\n", "date_published": "2019-06-06T00:00:00Z" } , { "id": "https://www.sebastien.maimon.fr/en/case-studies/colossales-brand-creation/", "url": "https://www.sebastien.maimon.fr/en/case-studies/colossales-brand-creation/", "title": "Brand creation and visual identity for a SaaS start-up | Colossales", "content_html": "The Colossales brand was created for a side CRM SaaS project, still in the works, with commercial and international ambitions. The objective: a distinctive, memorable identity, able to carry a clear value proposition to B2B audiences even before the product launch.
\nInternational positioning: The name had to work in several languages
\nCommercial impact: The identity had to reflect the ambition and the power of a sales pipeline tool
\nDifferentiation: Standing out in the CRM SaaS market with a strong, memorable identity
\nCoherence: A single visual identity, aligned with the project’s values
Our approach was to think through the brand strategy and the logo design, structured around two main areas alongside the creation of the brand name:
\nThe thinking rested on three key ideas:
\nPerformance: The idea of “colossal” results in sales terms — the name COLOSSALES literally names the sales pipeline the tool is meant to support
\nTechnology: The integration of modern web solutions
\nImpact: A commanding presence in the market
The strategic pairing of the words “colossal” and “sales” gave rise to COLOSSALES, a name that is:
\nThe design process focused on:
\nThe new brand identity delivered:
\nThis brand creation shows how a strategic approach to naming and design can produce a strong, meaningful identity, perfectly aligned with the business objectives of an ambitious SaaS project.
\n", "date_published": "2019-05-12T00:00:00Z" } , { "id": "https://www.sebastien.maimon.fr/en/case-studies/air-passenger-compensation-platform/", "url": "https://www.sebastien.maimon.fr/en/case-studies/air-passenger-compensation-platform/", "title": "Digital transformation of air passenger compensation", "content_html": "Following a significant funding round, FlyCash, a start-up specialising in compensation for passengers hit by flight delays, is seeing exponential growth in its business. That growth calls for a deep transformation of the way it handles compensation claims.
\nA growing volume: A rapid rise in the number of claims to process
\nManual processes: Repetitive tasks that consume the teams’ time
\nCustomer experience: A need for transparency on the progress of claims
\nDocument management: Document processing needed automating
The project was built around three major areas:
\nIntelligent automation — a lever of the monthly partnership
\nAn optimal user experience
\nSystem integration
\nOur work was structured around several centres of expertise:
\nA modern infrastructure
\nThe technology stack
\nDigitalising the workflows
\nDocument management
\nThe digital transformation achieved the following:
\n\n\n“In a few sprints we had an MVP, when the client had been expecting to spend several months writing specifications that he had already had to change as the strategy shifted.”
\n
This transformation shows how intelligent automation and an agile approach can revolutionise a traditional legal process, creating an innovative, scalable LegalTech solution.
\n", "date_published": "2019-02-11T00:00:00Z" } , { "id": "https://www.sebastien.maimon.fr/en/case-studies/dag-album-art-direction/", "url": "https://www.sebastien.maimon.fr/en/case-studies/dag-album-art-direction/", "title": "DAG album: art direction and linocut printing", "content_html": "DAG, a musician and composer, was preparing the release of a CD album and was looking for art direction that matched his musical world: organic, textured, deeply rooted in the physical gesture. In a landscape where music is losing its physical form and where sleeves are shrinking to digital thumbnails, the project carried the opposite ambition: to make the physical object a work in its own right, inseparable from the music it holds.
\nDistinctiveness: Standing apart from generic sleeves produced from digital templates
\nArtistic coherence: Giving visual form to a singular musical world
\nA physical object: Giving people a reason to own the CD in the age of streaming
\nTechnical constraints: Adapting handmade work (linocut) to the demands of industrial printing
This project drew on craft learned at fine art school, applied to a piece of commercial communication. Linocut, a relief printing technique cut into linoleum, was chosen as the main medium for its raw texture and its one-of-a-kind character.
\nThe work began with a phase of visual exploration fed by listening to the album:
\nThe handmade production process ran through several stages:
\nBeyond the sleeve, the whole package was carefully designed:
\nThis project holds a particular place in the portfolio. It shows how a fine art education and a command of craft techniques can feed commercial communication work. Here, linocut brings what no digital filter can reproduce: controlled imperfection, the texture of the hand, the singularity of every cut mark. In a world saturated with smooth images, this album proves that craft remains the best way to create a memorable object.
\n", "date_published": "2018-11-24T00:00:00Z" } , { "id": "https://www.sebastien.maimon.fr/en/case-studies/mon-bel-abricot-logo/", "url": "https://www.sebastien.maimon.fr/en/case-studies/mon-bel-abricot-logo/", "title": "Mon Bel Abricot: a logo for an artisan brand", "content_html": "Mon Bel Abricot (“my beautiful apricot”) is an artisan brand that puts authenticity and craftsmanship at the heart of its identity. In a market where artisan products compete on promises of naturalness, the brand needed a logo that would not simply declare its craft but show it. The identity had to breathe warmth, handmade work and attention to every detail.
\nVisual authenticity: creating an identity that communicates the artisan character without falling back on the generic codes of the segment
\nWarmth and closeness: conveying a warm feeling through the logo, the opposite of cold corporate identities
\nVersatility: allowing use across varied media, from the product label to digital
The creative direction naturally steered the project towards illustration, drawing on hand-drawing skills acquired at the Beaux-Arts, the French fine art school.
\nThe fruit, the apricot, was the obvious starting point. The illustration work set out to capture:
\nThe typeface was chosen to extend the handwritten character of the illustration:
\nThe colours were selected from a warm, natural range drawn directly from the fruit and its surroundings: oranges, ochres and soft greens that anchor the brand in a coherent sensory world.
\nThe Mon Bel Abricot logo demonstrates the value that genuine illustration work adds when building a brand identity. Where a standard vector pictogram would have produced yet another interchangeable artisan identity, drawing brings a singularity and a warmth that geometry alone cannot offer.
\n", "date_published": "2018-11-22T00:00:00Z" } , { "id": "https://www.sebastien.maimon.fr/en/case-studies/innovation-digitale-brand-identity/", "url": "https://www.sebastien.maimon.fr/en/case-studies/innovation-digitale-brand-identity/", "title": "Innovation Digitale: brand identity for a consultancy", "content_html": "A digital transformation consultancy was looking to position itself in a particularly crowded market. The challenge was a serious one: how do you stand out when the word “innovation” — the very word the firm carries in its name, Innovation Digitale — has become a commonplace of business vocabulary? The firm needed an identity that would rise above that overused term and genuinely embody a distinctive vision of digital transformation consulting.
\nWorks across media: the identity had to work equally well on presentation slides, on business cards and on a website
\nPremium positioning: it had to convey a high-end image consistent with the firm’s pricing
The creative work was built on strategic research before any graphic production began.
\nRather than trying to replace the name, the approach was to give it substance again through design:
\nThe design process favoured stripping things back:
\nA complete brand kit was produced to support the firm in its day-to-day work:
\nThis project shows how rigorous design work can turn an unremarkable positioning into a singular identity. By taking minimalism as its guiding principle, the Innovation Digitale identity proves that distinction does not come from accumulation but from precision. The firm now has a solid base on which to build its reputation in a demanding market.
\n", "date_published": "2018-11-22T00:00:00Z" } , { "id": "https://www.sebastien.maimon.fr/en/case-studies/french-wine-label-design/", "url": "https://www.sebastien.maimon.fr/en/case-studies/french-wine-label-design/", "title": "French Wine: label design and wine estate identity", "content_html": "A French wine domaine wanted to modernise its image to win new markets, in export in particular and among a younger clientele. The domaine’s heritage, its grape varieties and its terroir were undeniable assets, but the way the bottles were dressed no longer reflected the ambition of the house. The challenge was clear: move on without disowning the past.
\nTradition vs modernity: Respecting the winemaking heritage while offering a contemporary image
\nCompetition on the shelf: Standing out among hundreds of other bottles on the shelf
\nExport markets: Creating an identity that reads internationally, in the English-speaking markets in particular
\nA coherent range: Extending the identity across several cuvées while differentiating each one
The creative work began with an immersion in the domaine’s world of wine, its codes and its constraints.
\nA thorough study of the sector’s conventions fed the thinking:
\nThe creative decision leaned towards illustration and hand-drawn lettering:
\nA modular system was designed to cover the whole range:
\nThis project shows that considered design work can reconcile heritage and contemporary taste. A wine label is not mere dressing: it is the domaine’s first ambassador, the one that has to convince in a few seconds on a shelf. By combining handmade illustration and typographic rigour, this winery identity manages to tell a story of terroir in a current visual language.
\n", "date_published": "2018-11-22T00:00:00Z" } , { "id": "https://www.sebastien.maimon.fr/en/case-studies/electric-and-genim-logos/", "url": "https://www.sebastien.maimon.fr/en/case-studies/electric-and-genim-logos/", "title": "Electric & Genim: logos for technical brands", "content_html": "Genim is a building services and thermal engineering consultancy based in Lyon (Caluire-et-Cuire), specialising in HVAC (heating, ventilation and air conditioning), plumbing, electrical work, fire safety system coordination and thermal studies. The practice acts as design and site supervisor (maîtrise d’oeuvre) on new-build and refurbishment projects, for social housing landlords, commercial property and private housing. It holds RGE Études certification, the French label for recognised energy-efficiency expertise, for energy audits.
\nElectric is a brand tied to the same technical ecosystem, positioned on the energy and electrical installations side.
\nBoth entities needed visual identities able to convey the rigour, reliability and technical command that building engineering calls for.
\nSector credibility: in building engineering, the visual identity is a signal of professionalism to project owners and architects
\nDifferentiation: creating two clearly distinct identities despite a shared business world (building services, energy, thermal engineering)
\nVersatility: the logos have to work on technical drawings, engineering reports, site signage and digital media
Studying the visual codes in use in building engineering set the framework: clean geometric shapes, stable typefaces, a restrained palette. The challenge was to respect those conventions while giving each brand its own graphic singularity.
\nThe design work rested on strict principles:
\nDespite a shared methodology, each logo received its own treatment. Electric builds on shapes that evoke energy and controlled movement, while Genim favours more structured lines, reflecting the engineering and technical study side of its work.
\nGenim now uses its visual identity across all of its deliverables: thermal studies, HVAC calculation notes, tender documents, and its website. The rigour of the logo reflects the consultancy’s positioning directly: precision, technical expertise and seriousness.
\n", "date_published": "2018-11-22T00:00:00Z" } , { "id": "https://www.sebastien.maimon.fr/en/case-studies/medicine-verification-app-ux-design/", "url": "https://www.sebastien.maimon.fr/en/case-studies/medicine-verification-app-ux-design/", "title": "UX and UI design for the medicine verification application", "content_html": "Eirwego is a software company serving the healthcare sector. Its first product, PharmaliZr, will make it possible to verify medicine packs by scanning the datamatrix codes printed on them.
\nIt will play an active part in the fight against falsified medicines in Europe. This is an emerging market for traffickers, and it costs France more than 1 billion euros in lost revenue, for a European total of 10.5 billion euros — every year.
\nThe application must obtain the certification it needs before it can be offered to pharmacists in laboratories, in PUIs (pharmacie à usage interne, a hospital’s internal-use pharmacy) and in community pharmacies.
\nThe serialisation application will have to be available in several versions:
\nFor Eirwego, what is at stake is anchoring its model through the co-design of software solutions that are within reach of as many people as possible, both financially and technologically.
\nThe company wants to showcase its command of high-technology software engineering on the web by creating software solutions that are scalable and high-performing (scalability).
\nThe solution shipped to plan, which allowed Eirwego to become a pioneer in medicine serialisation, certified by France MVO, the French medicines verification organisation.
\n![\"Medicine](\"https://www.sebastien.maimon.fr/img/application-serialisation-medicament-mvp-serialiser.png\")
\n![\"Medicine](\"https://www.sebastien.maimon.fr/img/application-serialisation-medicament-mvp-serialiser-manuellement.png\")
\n![\"Quarantining](\"https://www.sebastien.maimon.fr/img/application-serialisation-medicament-mvp-quarantaine.png\")
\n",
"date_published": "2018-08-16T00:00:00Z"
}
,
{
"id": "https://www.sebastien.maimon.fr/en/case-studies/website-builder-for-small-businesses/",
"url": "https://www.sebastien.maimon.fr/en/case-studies/website-builder-for-small-businesses/",
"title": "Website builder for very small and small businesses - Direct & Proche",
"content_html": "As part of a strategic partnership between Banque Populaire, a French cooperative banking group, and Publicis Groupe, an ambitious project was launched to open up an online presence to very small and small businesses. The goal: to build a complete platform for creating and managing websites, matched to the specific needs of small and mid-sized companies.
\nProcess complexity: a multitude of contributors and steps in creating a site
\nOperational load: repetitive, time-consuming tasks for the teams
\nCustomer follow-up: a need for transparency on how projects were progressing
\nSystem integration: the need to connect with the existing tools
The project was built around three main areas:
\nProcess automation
\nAn optimal user experience
\nEnd-to-end system integration
\nOur work was structured around several areas of expertise:
\nProject management
\nContent production
\nDesign & development
\nSEO & performance
\nThe platform achieved the following:
\nThis solution illustrates how automation and process standardisation, combined with a user-centred approach, can transform the production of websites for very small and small businesses.
\n", "date_published": "2011-02-15T00:00:00Z" } ] }