Context

Bonial is a Franco-German retail media and technology company helping retailers promote their offers across digital channels, including mobile apps, Google, social media, and programmatic advertising.

As the sole creative lead for the French B2B marketing team, I was responsible for the entire visual expression of the business unit.

While Bonial was primarily known as a consumer shopping app, its B2B business had evolved into a much broader ecosystem of retail media, multi-channel advertising, and consumer data solutions.

The challenge was to clarify this positioning, strengthen differentiation, and reconnect the French B2B communication with the corporate brand.

The Response

I started with a complete audit of existing communications before developing a new visual direction aligned with both the corporate identity and the B2B positioning.

The brand's signature red became the foundation of the system, supported by a more contemporary and technology-oriented typographic approach. The visual language was redesigned to explain rather than decorate, replacing generic illustrations with educational and technical visuals built around photography, digital elements, and motion.

I also led the redesign of Bonial's two key B2B communication assets: the corporate website, from UX to development follow-up, and the sales deck, rethinking both the visual design and the presentation of the offer.

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