, Tendance Floue has established itself as one of the majors in French photography. The greatest institutions, both French and international and world, are demanding their collective creativity. Therefore, we had to approach Tendance Floue to suggest a brand evolution.

An evolution of its brand identity which consist in reflecting its present scope and reputation. We actually wanted to give the collective a much more impactful and mature brand identity, more in line with its work. We also had the objective of making it recognisable and unavoidable, beyond its logo; therefore, we deployed its graphic codes in a more systematic way.

Our proposal (not selected): a broader presence of its red, mainly obtained with the use of stripes on its supports. Mostly developed in pairs, these stripes directly framed either the media or the photographs themselves. These were even designed with the subtle intent to refer to the singular Tendance Floue photographic walks and, by doing so, to illustrate its brand positioning (the exploration).