Alma

Branding • Motion Design • Social Media

Arriving at Alma in 2022, I first worked from an existing graphic charter applied to growth campaigns. Gradually, the objective has been to evolve this charter towards a richer and more flexible system, capable of adapting to different marketing and event highlights with a growing focus on video and the brand’s expression in motion.

Year

2025

Credits

Creative Director : Antoine Coucoureux
Senior Brand Designer: Léa Lemierre

CONTEXT

After a phase of appropriation of the existing identity, the charter was enriched by the addition of new graphic elements, the evolution of the layout rules and a more expressive use of typography.
This approach made it possible to transform the initial charter into a modular system, capable of giving rise to mini-identities dedicated to certain campaigns or events, while maintaining overall brand coherence.

Beyond the evolution of the brand system, I built and led its video and audiovisual universe from concept and creative direction to production, shooting, motion design, editing and color grading. I filmed interviews, events and seminars, while developing new formats, animated assets, podcasts and content concepts.The goal was not only to produce content, but to build a coherent and versatile audiovisual language that could support Alma’s communication, marketing and brand strategy across formats.

Pmax Campaign 2025

This campaign generated 2.2 million impressions and 144 conversions, while also helping identify the most effective creative levers. Scroll-stopping visuals achieved a 20% lower cost per conversion than classic benefit-led visuals.