Territory branding guide, by Espuma
Presentation
Revealing the essence of a territory: Chamrousse's brand guide
In a world where territorial attractiveness has become a major issue, the creation of a territory brand is an essential strategy. Chamrousse, the emblematic mountain resort in the Isère region near Grenoble, has embarked on this new adventure with the help of the Espuma consultancy (in addition to the strategic study carried out by Switch).A dive into the heart of the design of its brand guide, a veritable compass for shaping and communicating its unique identity. The creation of Chamrousse's brand guide is much more than a simple exercise in style. It's a project designed to bring together all the key players in the area around a common vision and a shared identity.
The co-creation approach at the heart of Chamrousse's brand project mobilizes the region's collective intelligence. Through a series of participatory workshops, residents, economic players, elected officials and employees, as well as Atout France employees, share their visions, expectations and ideas. This cross-disciplinary approach has not only enriched the content of the brand guide, but also strengthened the sense of belonging and buy-in of all stakeholders.
Chamrousse, nestled in the southern Belledonne massif, carries with it the history of the French Alps. From its beginnings as a resort in the early 20th century to its rise as an Olympic ski resort in 1968, Chamrousse has evolved while retaining its authenticity.
The chronology of the resort, punctuated by key dates and anecdotes, is a central element of the brand guide. It shows how far Chamrousse has come and how it has adapted over the decades.
The concrete experience of Chamrousse is materialized through numerous points of contact, including :
Summary to be presented at a public meeting in late 2024.
Heritage: the essence (distant reference points, history, chronology, verbatim, value base)
The first step in creating a territory brand is to delve into its very essence. For Chamrousse, this means exploring its history, its values and what makes it unique, through interviews with a panel of locals, extracting their visions and powerful verbatims.Chamrousse, nestled in the southern Belledonne massif, carries with it the history of the French Alps. From its beginnings as a resort in the early 20th century to its rise as an Olympic ski resort in 1968, Chamrousse has evolved while retaining its authenticity.
The chronology of the resort, punctuated by key dates and anecdotes, is a central element of the brand guide. It shows how far Chamrousse has come and how it has adapted over the decades.
Perceived image: Chamrousse's showcase AND lived image: the resort in everyday life
Chamrousse's perceived image is built through various visual and communication elements: logo (visual symbol of the brand, it must embody the essence of Chamrousse at a glance), digital presence (website, social networks, mobile application, all these channels must reflect the brand's identity), publishing (brochures, guidebooks, posters, all supports to convey Chamrousse's image) and merchandising (Chamrousse-branded souvenirs and accessories, allowing visitors to take a little of the resort home with them).The concrete experience of Chamrousse is materialized through numerous points of contact, including :
- Signage: coherent and aesthetically pleasing, it guides visitors while reinforcing the visual identity.
- Street furniture: benches, lampposts and litter garbage cans are all elements that can be designed to reflect the spirit of Chamrousse.
- Public and private architecture: from municipal buildings to individual chalets and apartment blocks, architecture plays a crucial role in the visual identity of the area.
- Remarkable details: those small elements that add to Chamrousse's charm and deserve to be highlighted.
Brand guide: a living tool for consistent communication
The Chamrousse brand guide is not just a fixed document, but a living tool that evolves with the territory. It has multiple objectives: to summarize the essentials of the brand (history, values, positioning, vision and artistic direction), to frame the brand's communication to the outside world (by providing clear guidelines for all players involved in promoting Chamrousse) and to co-develop a viable, shared territorial strategy (mobilizing and collaborating with all local public and private players to define a common vision for the territory's future).Summary to be presented at a public meeting in late 2024.
The Chamrousse brand guide is the starting point for a short-, medium- and long-term dynamic, with commitments to harmonious, sustainable development, and a promise to future generations that they too will be able to enjoy the magic of this spot in the Alps. Chamrousse, more than a destination, is becoming an experience in its own right, a brand that resonates with the aspirations of our time, while being rooted in a land rich in history and mountain traditions. The journey has only just begun, and every page of the brand guide is an invitation to take part in this formidable collective adventure.
Espuma, the workshop of tomorrow (caution webiste online in French)
Study, design and production of the guide that synthesizes the brand strategy (history, values, positioning, vision) and its artistic direction (image, graphics, semantics, signed products, layout...).
- Carole Lassalle - Founder and CEO of ESPUMA: carole lassalle@espuma.fr - 06 82 00 74 63
- Alix Blavy - Associate partner UP! L’atelier de demain: alix blavy@cap357.com
Espuma, the workshop of tomorrow (caution webiste online in French)
Study, design and production of the guide that synthesizes the brand strategy (history, values, positioning, vision) and its artistic direction (image, graphics, semantics, signed products, layout...).
- Carole Lassalle - Founder and CEO of ESPUMA: carole lassalle@espuma.fr - 06 82 00 74 63
- Alix Blavy - Associate partner UP! L’atelier de demain: alix blavy@cap357.com