- Client: Paris City Lights
- Activity area: passenger transport
- Role: bilingual English marketing and communications manager
- Services: visual identity - print and web communication
- Collaboration: with the web developer
- Date: 2019-2022
- Technologies and software: ADOBE PHOTOSHOP - ILLUSTRATOR - INDESIGN
About Paris City Lights
Paris City Lights is a company specializing in luxury private transport. Founded in 2019, the company offers a high-end car rental service with drivers.
Paris City Lights offers airport-station transfers, excursions to the most touristy places in France, as well as provisions.
The challenge
Paris City Lights operates in a very competitive market. For this reason, the compagny wishes to:
- Have a strong, impactful and memorable visual identity that reflects its values.
- Stand out from the competition.
- Increase its visibility.
- Attract, develop and retain customers.
- Develop strategic BtoB partnerships.
The solution
Creation of the visual identity and communication tools
Work carried out:
- Carrying out a strategic diagnosis, SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) and benchmarking.
- Definition of a strategy and an action plan.
- Creation of the logo and graphic charter.
- Illustration design.
- Creation of BtoB and BtoC business cards.
- Design of the bilingual French-English commercial brochure: creation of visuals, copywriting and layout.
- Writing a sales pitch, print and web sales support tools.
- Design of emailing campaigns.
- Help in setting up strategic partnerships.
- Photo editing and photomontage.
- Management of relationships with the printer and web developer.
Colors
I created a color palette based on black, gold and white, in order to create a professional and high-end image. The tones and shades correspond to the image that the Paris City Lights company wishes to convey.
I chose this warm (golden) and neutral (black) contrast because it stimulates and reassures.
Seriousness, modernity, elegance and prestige
Luxury and excellence
Purity and wisdom
Fonts
For the logo design, I used Franklin Gothic Demi. Then, for the creation of communication tools, I used Playfair Dipslay Bold for titles and Roboto Regular for body text. These three fonts are timeless, they inspire high-end and set a serious tone, which corresponds to Paris City Lights.
Logo design
Regarding the design of the logo, I had to face a challenge. Indeed, for most people questioned, the name "Paris City Lights", evokes tourism more than the transport of people.
For the design of the logo, I was inspired by the values of the company, the profession and the name:
- "Paris City" with its famous monuments, including the Eiffel Tower.
- The vehicle with the driver, who is about to open the door to customers.
- The word "Lights" with the different types of lights; the stars, city lights, monuments and vehicle headlights.
- The vehicle's headlights, illuminate the monuments of the city of Paris for customers.
The combination of images and text gives the logo a professional, elegant and modern style. The Paris City Lights logo is memorable and authentic. It reflects the company's values. The logo also allows Paris City Lights to attract the right audience.
BtoB business cards
BtoC business cards
Brochure design
The commercial brochure intended for professionals is elegant, effective and corresponds to the image of Paris City Lights. I created a bilingual French-English trifold brochure. It contains 5 sections:
- About us
- Our vehicles
- Your events
- Our rates
- Contact
I was inspired by the name of the company and its main activity, to design the cover page. Indeed “Paris City Lights” evokes, Paris and its lights. I did not illuminate the Eiffel Tower, in order to draw all the attention to the company's vehicles.
I also designed the visuals for the vehicle fleet, the "Our vehicles" section and the price tables.
Photos of characters, tourist locations and backgrounds come from royalty-free image banks.
Important to know:
“The use of the image of the Eiffel Tower at night must be subject to prior authorization and may be subject to payment of rights” (Source: SETE, operating company of the Eiffel Tower).
The results
Very satisfied with their visual identity
Paris City Lights is very happy with its logo and communication tools. In addition, prospecting tools prove to be very effective according to the sales team.
Development of strategic partnerships
Paris City Lights has developed strategic partnerships with 3 hotels and 2 travel agencies in one semester. Which is very encouraging in this very competitive sector.
Client testimonial
We have mandated Eryphilia Bendo on numerous occasions, so that she can support us in the development of our image. Recently, she created our two websites and we are very satisfied with them. Thanks to Eryphilia for her creativity and professionalism.
Joevin Trémor
President of Paris City Lights