To define and differentiate
To inspire and create value
Words have a purpose, a design
For brands and their audiences
To forge identities
Images and perception
We do word design
We do branding
Working on brands
is working on words,
From strategy to creation,
Right up to implementation.
Naming & Nomenclature
Tone of voice guidelines
Define, express and inspire,
To transform brands.
Click on the cases to learn more.
France Télévisions is facing a major revolution. Linear television was once the heart of a system which included digital offshoots, but it has now been overturned.
How can a public television group continue to seduce and make its mark in a world of digital and self-serve content?
With a digital leap. A central brand which represents the entirety of the new digital ecosystem: france.tv
Grand Prix Stratégies du design 2018: Global brand design (Gold) and Grand Prize (in partnership with Movement for the visual identity).
Audit and positioning
Support and applications
How can the Maison Hermès create a connection with its public on social media?
Giving a voice to the Maison Hermès to inspire, intrigue and surprise, in France and in the world. With the ambition to write Hermès whilst remaining faithful to the centennial “Esprit” of the Maison, its craftsmen and its creations.
Editorial guidelines (French and English)
Nespresso has long been the standard for coffee, thanks in part to its use of a specialist vocabulary. Today, however, the brand has been copied and misappropriated, to the point where they are now perceived as distant and elitist.
How then can the brand voice help Nespresso reconnect with its audience and become more human?
By starting a conversation which places the client at the centre, with a brand voice that conveys its purpose, “To inspire tasteful and meaningful living”.
Editorial guidelines (adapted into several languages)
Copywriting for multiple formats
Creation of writing tools
Support and applications
How can a brand renew and express its leadership?
Arianespace is the uncontested leader in aerospace transportation, but it must face increased competition from newcomers. In order to renew the sector’s conventions and to convey its position as leader rather than asserting it, Arianespace has a new motto: Mission to success. This is built on the company’s purpose, which is to accompany its partners in guaranteeing the success of their operations, and helping them make space the reason for a better life on Earth.
Audit and brand positioning
Support and applications
TF1 views the world with optimism, but how can the brand voice this optimism using more than just images?
By attributing the words of a visionary leader to the TV channel, with a tone of voice which adopts the stance of an inspirational leader and brings its content to life. A change from the media environment TF1 evolves in, focused on power and audience shares, towards a more emotional purpose.
Grand Prix Stratégies du design 2016: Brand voice
Brand voice applied to company offices
How can a start-up that has reinvented the business model for mattresses express its singularity on the French market?
By wishing its customers a “good day”. In a category that focuses on night-time, or on technicity, eve has a light, playful, tone, centred on the client, to show that all you need to have a good day, is a good night.
Grand Prix Stratégies du design 2017: Brand voice (Gold)
French brand voice
How do you become the symbol of digital music?
With a symbolic and visual name: MWM represents the sine wave which is so emblematic of digital music, but also the heartbeat and emotions tied to this music.
The name is simple, which makes its visual properties stand out, no matter where it is written. MWM is also an acronym that can convey a description of the company and its key activities: Music World Media, Music We Make, Music We Mix…
Grand Prix Stratégies du design 2018: Naming (Silver)
How can the common platform for horse racing in France find a name to help it shine amongst its audiences?
With a name that describes the adventure and emotions present in equestrian competitions: EpiqE. A visual name, in line with the sport’s high ambitions.
This name was created for a global brand project, in partnership with Dragon Rouge.
Grand Prix Stratégies du design 2017: Global brand design (Bronze, in partnership with Dragon Rouge)
How can a lifestyle brand of glasses differentiate itself in the world of fashion and eyewear, often very serious?
With a brand voice, and a name, which puts a smile on people’s faces. By always associating the product’s benefits to a positive expression. Going against the category standards. A brand voice applied to every point of contact, whatever the point of sale.
Grand Prix Stratégies du design 2018: Brand voice (Bronze)
Support and applications
What positioning and brand architecture would it take to make B’twin the world leader in bikes?
A great, unique brand, innovative and accessible, likeable and popular, where the individual
is placed at the heart of its initiatives. A great brand for everyone, for every bike and for every use.
Its ambition is to make the bike man’s best friend.
What technological name should
we give to the new multimedia
platform for Renault cars, an intuitive and connected multimedia world?
R-link, a link between the R of “Renault” and of “road” (in both French and English) sounding like a voice command in relation to the “air” (in French).
Brand language audit
What name can give momentum to Total’s new natural gas and green power offer?
A name which leaps ahead of its sector: Spring.
Spring represents the renewal of the season, a hope for progress and vitality. Spring is a source, the source of renewable energies but also of Total’s promise: “committed to better energy”.
“Welcome to our world”, the core idea of the Thalys brand, sets the advertising tone. To support this stance, the brand expressions had to be reinforced with both the internal and external public.
By embodying the personality
of the host - welcoming and multicultural - a new tone of voice covering the brand’s three languages was created. With a language which makes this stance recognisable at every touch-point, both written
Tone of voice
In a favourable context, SNCF is innovating and becoming the first in the world to offer low cost high speed rail transport.
To affirm the specific nature of this travel offer, a new brand
has been created, Ouigo, backed
by SNCF, the leader in quality and transparency. Transparency is precisely the idea that guides
the positioning of Ouigo. Using
a simple, clear and colourful identity, the communication adopts a direct, informative and
How to create a new offer in a monopolistic and very established market ?
By incarnating a lacking role on the market, the role of a specialist partner : ADWEN, ADvanced Wind ENergy. Joint venture between Areva and Gamesa, ADWEN becomes this new, innovating expert, associating experience, know how and agility.
How were we able to transform a technical ad serving supplier
into a leading world player in innovation and service?
We started from the idea that
the best service is to listen.
In a constantly-evolving sector, the brand undertakes to make listening and advising the core of all its activities, in order to always respond better to the needs and expectations of its clients.
Since then, in this moment of
Big Data, Smart AdServer has not stopped innovating and asserting itself, as an alternative to Google/Double Click.
What brand name should be given to the first e-basket comparison site to express the advantages of its online service: economy and pleasure?
For everyday shopping, an everyday reflex was needed. More than a name, Shoptimise (“to shoptimise”) has become the new, instinctive reflex action to save money when shopping online.
The value of words and brands
Stems from a relation of trust.
With clients and partners
Open to transparency,
Optimism and boldness.
65 rue du Rocher
+33 (0)1 55 06 09 60
2 - Villiers
3 - Europe-Simone Veil
12, 13, 14 - Saint-Lazare
What’s the idea?
Valentin Joos has been supporting brands in their communication strategy for 20 years.
He was formerly with Euro RSCG (Havas), Devarrieuxvillaret, Lowe & Partners London, Landor Associates.
After developing his brand consultancy in creative strategy in 2010, he chose to partner with Pierre Nabhan to create JOOSNABHAN.
A graduate of Sciences Po Paris and a post-graduate in Marketing Studies and Strategy.
Aim for the moon. If you miss, you may hit a star.
Pierre Nabhan has been creating brand languages for close to 15 years.
Formerly with Euro RSCG (Havas) and Landor Associates, he created TEXT.JPEG, a verbal branding agency and the GlobalBrandingNetwork in 2010, before joining forces with Valentin Joos.
A graduate of Sciences Po Paris – Master in Marketing and Communication Strategy; from the Sorbonne - Master in Information & Communication specialising in Semio-Linguistics, and Cambridge University - Advanced Certificate of English.