Pre‑work on the identity of the Spring‑Summer 2024 campaign
Since several seasons, Bocage has been collaborating with a new communications agency, Deux‑Ce. In this context, I worked closely with the communication director of Bocage on several concepts for the commercial campaign of the Spring‑Summer 2024 season. We had already identified the future shooting location and discussed a few name ideas for the campaign, such as "L'heure Bleue" and "Menthe à l'eau".
I developed several concepts using online resources that match my vision, assembling them creatively. Each concept relies on a strong photograph as the central element. The selected typefaces and their layout aim to create an identity that is both impactful and high‑end, in harmony with the brand image. Additionally, a hand‑drawn illustration is integrated into the poster, linked to the photograph, to add personality and lightness to the campaign, allowing us to stand out from our competitors.
Concept "La carte Bocage"
La Carte Bocage was one of my concepts to showcase the new models from the Autumn‑Winter 2023 collection, tied to the associated campaign “Les pieds sur la table”. The idea was to create several cards inspired by the world of dining to accompany the display models, which were decorated with table elements such as plates, glasses, cutlery and ornaments. These cards represented different sub‑collections of the season, such as product families like “baskets”, “boots”, “loafers”, as well as specific selections like “the prints” or “back to the 70’s”.
The tone was carefully chosen to reflect restaurant etiquette. Thus, the introductory text evokes a waiter describing the card’s theme, while the model names replace dish names and the listed ingredients detail the materials they’re made from. The design also shows the model’s origin and its price on the back side of the card.
Although the concept was very well received, printing lead times were too long to implement it in‑store. Nevertheless, it was still used in other formats, notably in newsletters, as shown in the second example, to present the basket sub‑collection—a product family that enjoys strong sales early in the autumn season.
Grand Plongeon Capsule - SS23
Identity for the “Grand Plongeon” capsule, a collection of shoes and accessories inspired by the ’90s and featuring summer colours.
The typefaces chosen for the concepts echo that same ’90s style, and the colours used come directly from the capsule’s models. Like the model herself, the title “Grand Plongeon” also takes the big leap into the water.
This identity was applied across a wide range of media: social networks, the website, lookbook, newsletters and storefront displays (see the third image).
La Carte Postale – SS23 collection
Creation of cards for the Spring‑Summer season, under the theme of holidays, slow living and wellbeing, titled “La carte postale”.
For each order, whether placed online or in‑store, several postcards illustrated with images from the photo campaign are included in the shipments to customers. Although the main idea is to let customers write short notes to their family, partner or friends, the design was crafted so these cards can also be sent as correspondence.
Logo for Second‑hand brand “Claquette Market X Bocage”
Since several years, Bocage has offered second‑hand shoes for sale on its sub‑site “Comme Neuves”, including returns from Atelier Bocage rentals and pairs resold by customers.
Recently, the Éram group launched “Claquettes Market” to manage the second‑hand sale of Bocage shoes and other group brands. However, the initial term “Claquettes Market X Bocage” was found confusing by customers, making the transition from “Comme Neuves” unclear.
After consultation, Bocage’s communication team chose a new name: “Seconde Main avec Claquettes Market”, accompanied by a new logo to identify this offering on the website, in newsletters and on social media.
The phrase “Seconde Main” is now highlighted in the logo, while the subtitle “avec Claquettes Market” immediately clarifies the platform change for customers. Moreover, the branding of this second‑hand service has been refocused around Bocage’s identity, as Claquettes Market’s branding did not sufficiently reflect the brand identity perceived by Bocage’s clientele.
AW22 collection visual identity
New identity and graphic charter for Bocage on the occasion of the new direction of the photo campaign brought by the new communications agency “Deux‑Cé”.
This shoot, as well as all subsequent ones, will be characteristic of an upscale evolution of the brand image, in order to match the notoriety that the Bocage brand wishes to project. An evolution of the graphic charter, worked on internally, will be implemented to reinforce the brand’s identity while awaiting the new agency’s work on a new graphic charter for the upcoming seasons.
The primary choice was to replace the existing typeface “Playfair” with a more premium and elegant serif typeface, “Span”. Using uppercase letters and a light weight reinforces the elegant quality of the typography.
The second important component of this charter is the use of colors similar or complementary to the tones present in the background image. This choice is justified both by a striking artistic intention and by the need to ensure optimal readability when the background image is too contrasting for white text to be legible.
Pictograms and illustrations
Creation of icons for the RSE qualities of Bocage products and illustrations to represent the chapters of a summer‑collection lookbook.
Store‑window displays
While my main focus is on the web assets where the Bocage brand lives, I’ve also had the opportunity to work on in‑store signage, especially window displays, which play a crucial role in catching the eye of potential customers on the street.
Below you’ll find examples of adhesive window displays I created for key commercial periods such as sales and the duo offer. Using bold colours and large lettering is essential to ensure these windows are visible and readable from a distance.
These two designs will be carried forward for upcoming seasons, using different colour palettes to suit the current season and stand out from previous years.
Newsletters
As a designer for the Bocage brand, I was tasked with creating newsletter designs that reflect the brand’s visual identity. My goal was to craft attractive and consistent layouts, using the graphic elements from Bocage’s style guide to capture customers’ attention.
I incorporated striking visuals and elegant typography to strengthen customer engagement, notably by prominently featuring the Bocage logo—a strong signature that sets us apart from our competitors.
Social media ads
I also had the responsibility of creating visual assets for online ads on social media. My goal was to design eye‑catching ads that attract users’ attention while reflecting the brand’s spirit. I focused on aesthetic and impactful designs to maximize engagement and encourage people to interact with our posts, often retouching the background image to ensure contrast and optimal readability of the communication messages.
Product photography
Bocage showcases all its shoes and products through professional photographs. During my experience at Bocage, I had the opportunity to shoot some of these images across different seasons.
Bocage.fr UX/UI redesign
During 2022, the Bocage teams and their counterparts from the Éram and Mellow Yellow brands were responsible for redesigning the three sites on an entirely new shared e‑commerce platform to achieve greater synergy between the sites themselves and the underlying logistics.
Bocage, which until then had the oldest and slowest e‑commerce infrastructure, was the first site to be migrated to the new platform. As a designer at Bocage and an experienced front‑end integrator, I worked extensively with the web agency (Clever Age) to design the UX and front‑end of the new platform and also worked on the future UI design of the Bocage site.
I thus collaborated with the agency on the UX/UI of navigation, listing pages, product pages, the CMS for content pages, the checkout funnel, the loyalty program, and the display of RSE criteria.
I also fully designed and coded the Home page, the Women and Men category pages, as well as the main player for the category pages with an optimised, fully responsive video player.
visit the Bocage site ↗
Little bonus, I have a screenshot of the old site that was dormant on the PC; I coded a script to show rendered views rather than packshots in the photos. Here’s what the Bocage site looked like before the redesign.
Redesign and prototyping UX/UI of the loyalty program
Total redesign of Bocage's loyalty program and its integration into the e‑commerce platform. However, the native interface offered by the platform does not meet the brand’s and teams’ needs, so it was decided to overhaul a large portion of the UX (user experience).
Here are some screenshots of the prototype and the associated mockups I created with Figma. This prototype was built responsively, minimizing differences between mobile and desktop versions. The mockups were produced in all possible iterations to anticipate potential issues and strengthen synergy with the development web agency (Clever Age).
This prototype will then be integrated and used to rework and improve the loyalty interfaces for Éram and Mellow Yellow.
