Creative briefing

Creative briefing is the outcome of strategic thinking. It consists of a document containing the information essential to the smooth running of the creation work. It includes, at least: the context of the project, a summary of the strategy, the company's objectives, the key messages, the essential steps of the creation process, the list of products to be developed and the first steps of artistic direction. The creative briefing serves as a reference point for each subsequent decision.

Creative concept

The creative concept corresponds to the large idea of your project. It is based on the founding elements of your brand, established during the phase of reflection on your positioning and translated into the creative briefing. It defines the artistic direction and presents the visual universe of the project. It sets the tone and impetus for the design of the elements that will follow: visual identity, brand name, slogan, editorial tone, etc.

Visual identity

Starting from a unique creative concept, we go on to develop a visual and graphic identity that belongs only to you.


The logo, often accompanied by a slogan, is one of the key elements of your visual identity. It serves as an umbrella for all your brand activities. The logo is designed in line with your positioning. It cannot be created unless your branding strategy is already well defined. The majority of large brands are represented by logos that seem extremely simple. But these symbols are the result of patient strategic reflection. Our ultimate goal is to create a logo that is original as well as functional and easy to remember.


The choice of typography should be based on your personality, not on a fad. Just like your logo, your typography matches your visual language. It reflects your values and positioning. We create distinctive typographic styles giving a wide range of expressions. We ensure that the typos we develop are readable, flexible and easy to use.


Colour is one of the most decisive elements of your visual identity to be recognisable and to be an integral part, even unconsciously, of the lives of your users. In developing your colour palette, we work according to a method that associates each colour with an evocative adjective or word. So, a red will be associated with 'blood', 'cherry', 'scarlet', or with desire, heat or danger. We carry out a thorough analysis of each of your colours, leaving nothing to chance.

Graphic elements

Your visual identity includes a coherent set of graphic elements. These correspond to the translation of your identity into a series of shapes, patterns, icons, illustrations, etc. These elements must be unique, recognisable and easy to remember. We also make sure they can easily serve your everyday needs.

Editorial identity

The editorial identity of a brand is an integral part of its personality, as also is its visual identity and the values it embodies. We help you to define it.

Brand name

Choosing a name is a complex intellectual, creative and iterative process that requires experience in marketing, linguistics and trademark law. In our reflection, we consider your positioning, your performance criteria and your availability in the market.


The slogan, also called 'tagline', is associated with your name. It represents the verbal logo of your brand. Descriptive, emotional or aspirational, it translates your promise and gives your consumers extra information about who you are, and about what you have to offer. It must be short in order to quickly anchor itself in people's minds.

Tone of voice

Your tone of voice (editorial tone) represents how you communicate with your users. It depends mainly on your target and your positioning. We can help you to define it, to specify your editorial characteristics and apply them through your different contents.


Storytelling is a communication technique that involves using a story rather than classical selling points. It serves to stage your brand personality. If well thought through, storytelling can arouse more consumer emotion. Starting from your positioning and mission, we help you to tell your story.

Brand book

The brand book offers an overview of your brand identity. It includes three separate charters:

Identity charter

The identity charter reflects the work done on your brand strategy and positioning. It details the four elements of your brand platform: your mission, your vision, your values and your promise. It allows you to ensure consistency throughout your different communication actions.

Graphic charter

The graphic charter is the making of your visual identity. It is a document detailing all of the visual aspects of your brand. Here you will find the rules of use of all your graphic elements: logo, colour palette, typography, iconographic choices, etc. The graphic charter gives you autonomy in the design and production of your communication media.

Editorial charter

The editorial charter is a document that guarantees homogeneity of content. It includes all of your brand's editorial guidelines and serves as a reference for content creators. Here you will find the definition of your tone of voice, the editorial characteristics of your brand and the elementary editorial rules.

Caracal Agency