Showing the impact of a key player in the energy transition

CPCU supplies more than a million Parisians with heat through the largest urban network in France. The company wanted to modernise its image. The objective: to highlight its role in a more responsible, more breathable and more comfortable city.

Showing and explaining

We were asked to design a new visual identity through a series of materials: corporate brochure, key figures leaflet, roller banners, posters, PowerPoint… All designed to speak to employees and external partners alike.

Tailor-made editorial and visual creation

Two creative routes were proposed around the same foundation: shared comfort and environmental commitment.

We rethought the colour palette to warm up the brand world, reworked the typography for greater elegance and reduced the space given to technical content in favour of more human visuals. All in modern formats, suited to reading and to use in the field.

In the life of an agency, some projects never see the light of day. This is sometimes the case with responses to tenders. We should remember that these tenders are often carried out at our own expense, and therefore unpaid, except by fine French companies that have understood the value of having lively, creative agencies. Yet the concepts we imagined seemed right and powerful… and frankly unique. So beautiful that we wanted to share them with you.

A highly strategic context

Euronaval, the leading international trade show for naval defence, was looking to reassert its leadership in a shifting competitive and geopolitical context. The challenge? To create a visual campaign with strong image appeal, reflecting at once the sector's technological innovation, the French spirit of its location (Le Bourget) and the strategic power of the show, without falling into clichés or revealing elements too recognisable from players in the sector. A genuine balancing act.

Three creative routes for three visions of this iconic show

1. Contemporary illustration

A stylised route inspired by drawing, but far removed from the retro codes of the vintage poster. The graphic treatment played on a renewed colour palette and the subtle inclusion of the Eiffel Tower, an unmissable Parisian symbol. The proposed slogan Ensuring our Sovereignty set out a clear strategic stance. A world combining visual distinction and an assertion of sovereignty. Many players in the sector in France, including the armed forces, use this type of territory.

Agence Puck worked with Chryso to highlight a major innovation in construction: a fibre integrated into concrete to protect it effectively in the event of fire. This striking campaign combines technology, education and creativity. Discover how a dragon, the symbol of fire, captured the attention of architects.

A fibre that revolutionises fire resistance

Chryso, part of Saint Gobain, has developed an innovative fibre that can prevent cracks in concrete in the event of fire, known as Adfil®Ignis 17/06. Integrated directly into the mix when it is applied, this solution acts as a thermal shield, giving concrete structures greater durability in extreme conditions. This technological advance is aimed particularly at architects, key players in the design of resilient buildings.

Captivating storytelling: the dragon as hero

To strengthen the impact of this innovation, Puck devised a striking visual featuring a dragon, a universal symbol of fire and power. Designed in 3D and placed in an architectural setting, this dragon embodies both the challenge of fire and the brand's ability to tame it. This bold choice created a strong emotional resonance while conveying a clear message.

An educational message to convince

Beyond the striking visual, the campaign relied on precise informative content.

The objective: to explain simply how the fibre works and what its benefits are. Puck therefore developed an educational message to raise awareness among architects and highlight their role in creating safer, more sustainable buildings.

A successful campaign, combining impact and innovation

By highlighting a technical innovation in a visual, narrative way, Puck reaches a demanding, specialised audience while emphasising the values of innovation and performance upheld by Chryso.

With this project, Puck once again demonstrates its ability to turn complex concepts into memorable campaigns, rooted in people's minds and in the future.

For a European and global group, transforming its brand identity is a complex undertaking, with numerous and potentially costly implications.

Towards a corporate identity: Sylvania Group

The decision was made to create a corporate brand, Sylvania Group, to reflect the new organisation and realign the many developments around services and digitalisation.

The evolution of the identity also has to take account of the local particularities of each country concerned, ensuring proper adaptation to each context.

Making it easy for everyone to implement and adopt

The main objective of this assignment was to simplify the rules to make it easier for everyone involved to implement and adopt the brand identity. This led to the creation of complete tools enabling each country to use the documents developed directly to launch its own communication.

At Puck, we always enjoy supporting specialists. This time, it was with the company Alpha W Design, experts in acoustic reduction, as the company name suggests – Alpha W is the acoustic absorption coefficient of a material – that we worked.

Acoustic harmony and design

This acoustic speciality goes hand in hand with their ability to design solutions for architects, giving them the opportunity to integrate acoustic elements into their projects, particularly in the construction or renovation of corporate buildings.

Redefining the identity and developing the website

It was on this expertise in offering designer acoustic solutions that we redefined the company's identity and developed its website. A production that makes room for imagery and for the references the company is proud of.

This shows that you can be an SME, have a highly relevant position in your market and know how to convey it to your customers.