Context
In 2021, during my final internship at the architecture agency of Christian de Portzamparc, I joined the communication department as a graphic designer. Although it had great international renown, its digital communication remained limited and poorly optimized to enhance its personal brand image and recent projects.
In 2021, during my final internship at the architecture agency of Christian de Portzamparc, I joined the communication department as a graphic designer. Although it had great international renown, its digital communication remained limited and poorly optimized to enhance its personal brand image and recent projects.
In 2021, during my final internship at the architecture agency of Christian de Portzamparc, I joined the communication department as a graphic designer. Although it had great international renown, its digital communication remained limited and poorly optimized to enhance its personal brand image and recent projects.
My mission
Create a coherent artistic direction and an effective communication strategy to enhance the architect's visibility with their audience and stakeholders (clients, journalists, patrons).
Create a coherent artistic direction and an effective communication strategy to enhance the architect's visibility with their audience and stakeholders (clients, journalists, patrons).
Create a coherent artistic direction and an effective communication strategy to enhance the architect's visibility with their audience and stakeholders (clients, journalists, patrons).
SEARCH
The goal of this phase was to understand the visual identity and perception of the architect among their target audience.
Analysis & Exploration
Study of the iconic projects of Christian de Portzamparc
Analysis of his existing communication and online presence
Comparative study with other renowned architects
Research on the expectations and perceptions of the public through media, interviews, and press articles
The goal of this phase was to understand the visual identity and perception of the architect among their target audience.
Analysis & Exploration
Study of the iconic projects of Christian de Portzamparc
Analysis of his existing communication and online presence
Comparative study with other renowned architects
Research on the expectations and perceptions of the public through media, interviews, and press articles
The goal of this phase was to understand the visual identity and perception of the architect among their target audience.
Analysis & Exploration
Study of the iconic projects of Christian de Portzamparc
Analysis of his existing communication and online presence
Comparative study with other renowned architects
Research on the expectations and perceptions of the public through media, interviews, and press articles
Workshop - Mapping Perceptions:
An exercise consisting of analyzing how the architect is perceived by different audiences (clients, media, architecture students, patrons…).
Creation of a perception matrix with:
The current image (how he is perceived)
The desired image (how he would like to be perceived)
The gaps to fill (elements to improve in communication)
Workshop - Mapping Perceptions:
An exercise consisting of analyzing how the architect is perceived by different audiences (clients, media, architecture students, patrons…).
Creation of a perception matrix with:
The current image (how he is perceived)
The desired image (how he would like to be perceived)
The gaps to fill (elements to improve in communication)
Workshop - Mapping Perceptions:
An exercise consisting of analyzing how the architect is perceived by different audiences (clients, media, architecture students, patrons…).
Creation of a perception matrix with:
The current image (how he is perceived)
The desired image (how he would like to be perceived)
The gaps to fill (elements to improve in communication)
Ideation
After this research phase, I defined a stylescape to establish the foundations of the visual identity to be developed.
What is a stylescape?
A stylescape is a visual composition that synthesizes the graphic codes, colors, typography, and inspirations that will define the artistic direction of a brand.
Elements defined for Christian de Portzamparc:
Color palette: Red, black, gray, and white → Reflects elegance, rigor, and prestige
Typography:
Urbanist Black (strong, impactful)
Almanach Regular (link with architectural publishing)
Quasimoda Light (modern and clean)
Logo: Preservation of the existing logo to maintain brand recognition
After this research phase, I defined a stylescape to establish the foundations of the visual identity to be developed.
What is a stylescape?
A stylescape is a visual composition that synthesizes the graphic codes, colors, typography, and inspirations that will define the artistic direction of a brand.
Elements defined for Christian de Portzamparc:
Color palette: Red, black, gray, and white → Reflects elegance, rigor, and prestige
Typography:
Urbanist Black (strong, impactful)
Almanach Regular (link with architectural publishing)
Quasimoda Light (modern and clean)
Logo: Preservation of the existing logo to maintain brand recognition
After this research phase, I defined a stylescape to establish the foundations of the visual identity to be developed.
What is a stylescape?
A stylescape is a visual composition that synthesizes the graphic codes, colors, typography, and inspirations that will define the artistic direction of a brand.
Elements defined for Christian de Portzamparc:
Color palette: Red, black, gray, and white → Reflects elegance, rigor, and prestige
Typography:
Urbanist Black (strong, impactful)
Almanach Regular (link with architectural publishing)
Quasimoda Light (modern and clean)
Logo: Preservation of the existing logo to maintain brand recognition
DESIGN
Implementation of the artistic direction across different media.
Publications on social networks
Creation of a harmonious feed on Instagram & LinkedIn
Animating interactive stories to showcase the projects (using After Effects)
Writing engaging content (explanations of concepts, behind-the-scenes of the projects)
Implementation of the artistic direction across different media.
Publications on social networks
Creation of a harmonious feed on Instagram & LinkedIn
Animating interactive stories to showcase the projects (using After Effects)
Writing engaging content (explanations of concepts, behind-the-scenes of the projects)
Implementation of the artistic direction across different media.
Publications on social networks
Creation of a harmonious feed on Instagram & LinkedIn
Animating interactive stories to showcase the projects (using After Effects)
Writing engaging content (explanations of concepts, behind-the-scenes of the projects)
Project Booklets (Example: project of Suzhou)
For the project of the Suzhou Cultural Center, I designed a booklet highlighting the architecture and vision of the project while optimizing its presentation for the press, patrons, and clients. Usually, the booklets were printed in two distinct versions, one in French and the other in English.
In a more responsible and innovative approach, I chose to publish this booklet in a unique bilingual version on InDesign. By exploiting the symmetry in the layout, I created a seamless dialogue between text and image, bringing a poetic and immersive dimension to the reading.
Project Booklets (Example: project of Suzhou)
For the project of the Suzhou Cultural Center, I designed a booklet highlighting the architecture and vision of the project while optimizing its presentation for the press, patrons, and clients. Usually, the booklets were printed in two distinct versions, one in French and the other in English.
In a more responsible and innovative approach, I chose to publish this booklet in a unique bilingual version on InDesign. By exploiting the symmetry in the layout, I created a seamless dialogue between text and image, bringing a poetic and immersive dimension to the reading.
Website Update
Optimization under WordPress
Added new projects and improved user experience
Homepage with a slideshow of the most recent projects
Changed the color palette for a lighter theme
Website Update
Optimization under WordPress
Added new projects and improved user experience
Homepage with a slideshow of the most recent projects
Changed the color palette for a lighter theme
Implementation
The impact of this new communication was quickly visible in just 3 months:
Increased engagement on posts
+1,000 followers on Instagram
+357% increase in post reach
Better reception of project booklets among journalists and clients
The impact of this new communication was quickly visible in just 3 months:
Increased engagement on posts
+1,000 followers on Instagram
+357% increase in post reach
Better reception of project booklets among journalists and clients
The impact of this new communication was quickly visible in just 3 months:
Increased engagement on posts
+1,000 followers on Instagram
+357% increase in post reach
Better reception of project booklets among journalists and clients
Copyright ©Christian de Portzamparc | 2Portzamparc
Artistic direction and graphic design: Hafsa ALKAA
Copyright ©Christian de Portzamparc | 2Portzamparc
Artistic direction and graphic design: Hafsa ALKAA