CREATIVE STRATEGY
Conceptualize new ideas and
end-to-end concepts, ensure feasibility throughout the value chain
Assess attractiveness and
uniqueness of concepts
Create a new lifestyle
Shift from products to sustainable economic systems
INNOVATION
Design-thinking helps to reframe your mindset and to start exploring the extraordinary possibilities
Disruptive technologies challenge established business models and lead to more holistic solutions
Now is the most exhilarating time
to be an innovator
Widen your view of user-centeredness
Research and understand
the needs of all users and usages
within the system
Create the ecosystem in which
your brand will shine
A 360° design approach enhances the quintessence and the identity
of your brand
BRAND IDENTITY
COLLABORATORS WHO TRUSTED ME
Pauline
Founder Art4Design
Pascal assisted me in my Marketing Strategy and he gave me key advice for my Digital Business Development.
Very quickly he understood and identified my challenges, he had recommendations on how to tackle them successfully.
He has this ability to constantly seek new and unique business opportunities with kindness, pedagogy, flexibility and with a focus on relevance and performance.
He is a true strategist with a creative vision and I can guarantee that you'd better have Pascal on your side than on your competitors'.
Michael
CEO and Co-founder Kintobe
In every single style he designed for us, Pascal displayed his vast insights into constructional details and innovative materials. At the same time he was always able to elevate himself from the details to make sure the overall design vision was achieved.
He has a poetic approach to his designs and the usages they should fit within, without ever losing sight of feasibility and salability. He has a strategic mindset and is a great facilitator of the creative process.
Apart from that, he is just a kind and extremely pleasant person to work with.
Hélène
Design Manager
From the moment Pascal starts to sketch, his designs are stamped with a strong identity. He knows how to capture the quintessence of a brand and to perfectly translate it on the products he designs.
He even plays with this. For instance, he twisted the conventional codes of the luggage industry by borrowing codes from our wardrobes.
His approach to design is complete and multidisciplinary. He takes on projects with a 360° design vision, thorough technical skills and with an entrepreneurial view on commerciality.
FEATURED ARTICLES
Tuesday 24th June 2021
Keep Calm and Brand Yourself
Do you know who you are? Who do you address? Who is your target consumer? How would you like to be remembered? to be identified? to be recognized? What do you want your image to be associated with? What are the values you stand for? One thing gathers all the answers to these questions: IDENTITY.
A company has a corporate branding, an individual has a personal branding. People are more interested than ever in brands' values and beliefs. This also means that diversity -and diversification- are essential, and that the standardization of identities reduces the identification of the brands, the differentiation of brand values and the appreciation of their singularity.
Being true to one's identity, heritage and values sets a purpose to one's project. This gives the uniqueness, the legacy it deserves. Recognized organizations and their ambassadors, who embody their strong identity and the expression of their values, drive a lifelong experience and relationship with their customers. If constantly respected and rejuvenated over time, style trends and generations, identity is the path to ultimate legitimacy, loyalty and success. So that after years, decades, even centuries, your brand goes from strength to strength, from being a pioneer to becoming an icon.
A long-term vision and a purposeful identity are crucial for those who do not want to start up early and close down rapidly in a fast-paced and volatile environment, in an ever-changing customer experience. Cultivate the art of your brand DNA and acculturate people to its singularity and values.
"A [branding] is a flag, a signature, an escutcheon, a street sign. [It] is less important than the product it signifies; what it means is more important than what it looks like." (Paul Rand)
Your identity is meant to spark a positive recognition and emotion in your customers' mind, leading to interactions and the desire to experience your brand.
Pascal Nuzzo
Tuesday 22nd June 2021
Gold Fever and Silver Lining
In an interview with Le Journal du Dimanche, Cyrille Vigneron, CEO at Cartier, warns against the risk of overheating in the luxury sector, due to the combined strong recovery in China, in the USA and then in most markets. This great increase in demand for luxury products is accompanied by the struggle for the supply chain to cope with the tensions in the sourcing of precious raw materials, in a similar way as what is currently experienced in other sectors and industries.
In the financial year ending March 31, Richemont Group recorded a turnover of €13+ billion (-8%), while it saw its profit rise by a flattering +38%.
Mr. Vigneron explains this success with a brand strategy refocusing on Cartier's iconic products and based on 4 pillars that will surely sound familiar to many luxury professionals (and hopefully to some students I came across):
- customer's emotional connection with the brand
- a strong, reliable, established, unaltered, historical brand image one can relate to
- high desirability with highly coveted designs
- iconic products
The silver lining is that such a strategy leads to a higher demand and a natural durability - which consumers seem to appreciate and invest in - built and further developed on iconic and timeless products, while some other brands are more dependent on seasonal developments and novelties.
Breakthrough at Tiffany's: meanwhile, their competitors address the younger generation in a more daring and bold manner, by moving away from their signature products (see link in comments).
2 strategies seem to be in competition here: very interesting to gauge both in the coming years. Do you think Time(less) is (more) money? Or a legendary brand that dares wins?
In (my) other (own) words: is a "legendaring" brand a golden goose?
Pascal Nuzzo
Thursday 17th June 2021
Keep Calm and Create Value
Mask off, put on a happy face! Breathe and smile! As normal life slowly resumes, it is a great occasion to celebrate its return with the launch of my "Keep Calm" campaign.
A bit of history: "Keep Calm and Carry On" was a motivational poster produced by the British government in 1939 in preparation for WWII's The Blitz and intended to raise the morale of the population.
On one hand, we all hope Covid is behind us and that we will never endure the same experience again. A brighter future may finally shine at the end of the Covid tunnel. On the other hand, we have to better anticipate the changes to accelerate and still to come. We have learnt so much about the threats to our planet and humankind, about the weaknesses of our organizations, about the strengths of our multiple talents and about the new opportunities that we can imagine and create for the future.
So, after the despair of lockdowns and curfews, then the excitement of coming out, it is now time to soothe our fears and reveal our strengths, to keep calm and carry on.
Carry on doing what we are good at doing, but necessarily in a better and different way, based on what we have learnt and experienced over the last 15 months.
On week 1 of my motivational campaign, I commit to keep calm and create value: added value (uniqueness), shared value (equity), emotional value (desirability), durable value (sustainability), brand value (identity), brand new value (innovation).
It is what I love doing and what captivates me. I know it is what I will do somewhere, with some peers, for some other peers, whatever the future brings.
And you? What is your slogan for tomorrow?
Pascal Nuzzo