Hugo Juteau
Founding designer - Building brands for technological
New to Contra
Hugo is ready for their next project!
FGHI is a holding company operating across chemistry, biotech and medicine. Fields with almost nothing in common, and a single entity to carry them all.
The existing logo no longer covered that reality.
The challenge: represent radically different activities without flattening what makes each one singular, and without taking the place of the subsidiary brands still to come.
We started from their one common denominator: scientific innovation.
A nucleus. A molecule. A central structure with branches unfolding from it. Each branch is an entity, a sector, a direction, and their number is never fixed. The logo is modular by nature, built to expand as the group grows.
The rest is deliberately restrained. A holding company shouldn't outshine its subsidiaries. It carries them, legitimizes them, unifies them.
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VoyagExpert handles over €350M in business travel every year. The only independent agency in Europe, a premium service, and its own booking tool.
Up against them: Amex, Navan. Giants with brands built over decades.
The problem was never the service. It was the gap between what they actually weigh and what their brand suggested.
Our job: bring the brand up to the volume it already handles.
We tightened the identity around a single symbol, VX. Short, international, recognizable at a glance. At a trade show as much as in an RFP.
A more premium image, in the typography as much as in the colors.
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Effiblue is developing Ginestium, a nanomaterial designed to replace rare metals in industry.
Real science, already in pre-industrialization, with third-party proof to back it. But a brand that wasn't living up to it.
Strategy before form: position Ginestium as the credible alternative to rare metals. That idea drove everything.
Then the system. A family of gradients able to carry two worlds. The mystery of science in the making, on the Effiblue side. The material itself, more metallic, more tangible, on the Ginestium side. Two worlds, one language.
For type, Roobert. A geometric grotesque, sharp, faintly industrial. As precise as their science, as modern as the industry they want to transform.
Clarity, maturity, credibility. Enough to reassure investors and industrial partners.
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When I met Notom's founder, one thing was clear: she wanted to make industry desirable.
They connect the machines already installed in a factory to modern software and AI. Without replacing anything. Without stopping a single line.
Six months in, they raised €2M.
Our job: find the idea that aligns what they build with what they say.
Find your flow.
Industry used to mean rigidity. Fixed lines, slow changes. Today it's production that adapts without resistance. The factory no longer forces.
But you don't find your flow blind. Rhythm isn't a question of speed, it's a question of visibility. Notom makes the factory readable, and readability releases the flow.
Everything follows from that. Light, against a sector that defaults to dark. A modular logo, a complete design system. A visual creation tool and a living brandbook.
Today their teams roll out the brand on their own.
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