Du Coté de Chez Vous Brand identity and design

Du Côté de Chez Vous

Branding, art direction, design, event

New identity
Du Côté de Chez Vous becomes the creative label of Leroy Merlin and will act as such: identify talented creators but moreover promote their work. DCCV becomes the reference of home DIY. I have created the new visual identity of the brand, the website, all digital content, print and all event elements. The website is a hub for articles from creative and passionate professionals. The entry of this website being social networks, it was designed as mobile first. The extreme purified style of this new entity has been driven by the willingness not to denature the proposed creations. Some flashy green parts, key color to the brand from now on, are deployed through wire shapes and get as a labelling stamp on content and creations. Extremely smooth, the DCCV identity had been thought and incorporated not only on numerous print and video assets, but also in scenography (exhibitions, events, merchandising). The website ducotedechezvous.com becomes an editorial and community site dedicated to the promotion of creators and their creation, to the inspiration and evolution of practices. The entry of this website being social networks, it was designed as mobile first.

The graphic style of Du Côté de Chez Vous is always up-to-date, while being sober and accessible. Straight and linear shapes are used both in structured and non-structured ways to bring relief and modernity to the items. The black and white is upgraded by a fluorescent green which adds a touch of dynamism and freshness. This colourful trio is a continuation of the graphic charter of Leroy Merlin. Refined and chic, the graphic identity of Du Côté de Chez Vous embodies the world of design with subtlety. Its sobriety makes it possible not to distort the presented creations and to value them, while embodying the image of a creative label in the mood of time thanks to its non-structured items and its touch of fluorescent colour. The colours used are black, white and green. For printing, the use of the Pantone for fluorescent green is prioritized. Additional colours are available on the Leroy Merlin charter. Linear shapes can be used for reinforcing the identity of Du Côté de Chez Vous on a graphic item. The green highlighter is a line, thin or thick, that is used to highlight an item. The green frame is a thin line that highlights an item. It can be used in a completed shape (closed rectangle) or in a non-structured shape (without right angles). One can play on the overlays and make it appear in offset behind an image.

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