There should be alternatives
— ideas, companies, models.
That’s why we exist.

We’re a Paris-based brand strategy studio founded by Grégoire Mulot.

We bring together strategists and designers to build narratives that open alternatives.

We’ve created strategies for some of the world’s most successful brands.

Uber, Google, YouTube, Audi, Danone, Barilla, Lacoste, Christofle, Nestlé, Saint-Gobain, Mondelez International, Accor, Meta, Essilor, Ubisoft, Allianz, Novartis, Shiseido, Hennessy, Ogic, Actual, Philharmonie de Paris, Unibail-Rodamco-Westfield, Ateliers Medicis, AbInbev, Veuve Clicquot, Le Un, Les Echos, Air France…

We partner with founders, leadership teams and investors to find, articulate and manifest their edge.

Strategy

Brand strategy, positioning & messaging
Brand architecture & brand ecosystem
Brand-led change management
Narrative & communications strategy
Equity Story

Design

Brand identity
Brand & editorial experience
Innovation roadmaps
Product & service design
Market & user research