{"id":669,"date":"2023-10-23T07:29:01","date_gmt":"2023-10-23T06:29:01","guid":{"rendered":"https:\/\/pknjuma.cluster129.hosting.ovh.net\/?p=669"},"modified":"2026-05-22T12:37:04","modified_gmt":"2026-05-22T11:37:04","slug":"ademe-case-study","status":"publish","type":"post","link":"https:\/\/clemencethune.fr\/fr\/ademe-case-study\/","title":{"rendered":"ADEME\u00a0- Etude de cas"},"content":{"rendered":"

\ud83d\udcdaTemps de lecture : 7 minutes<\/em><\/p>\n\n\n\n

OUI\u00a0aux mobilit\u00e9s douces !<\/h2>\n\n\n\n

Soutenir nos usages vers les \ud83d\udef4 mobilit\u00e9s \ud83d\udeb2 douces \ud83d\udef5 est une des missions des missions de l' Ademe<\/a>. L\u2019Agence de l\u2019environnement et de la ma\u00eetrise de l\u2019\u00e9nergie\u00a0en France, elle a contact\u00e9 L’Associ\u00e9<\/a> pour mener une campagne de communication web et dans la presse. J\u2019ai \u00e9t\u00e9 engag\u00e9e par L\u2019Associ\u00e9 pour r\u00e9aliser les illustrations.<\/p>\n\n\n\n

L\u2019objectif : toucher le grand public pour l\u2019inciter \u00e0\u00a0adopter les mobilit\u00e9s douces\u00a0et l\u2019informer des aides disponibles.<\/p>\n\n\n\n

\"Logos<\/a><\/figure>\n\n\n\n

La mission \ud83d\ude80<\/h2>\n\n\n\n

Cr\u00e9er 5 illustrations pour soutenir la visibilit\u00e9 et la lisibilit\u00e9 du message \u00e0 partir des maquettes \u00e9labor\u00e9es par L\u2019Associ\u00e9 et valid\u00e9s au pr\u00e9alable par l\u2019Ademe.<\/p>\n\n\n\n

Voici les maquettes que j\u2019ai re\u00e7ues :<\/p>\n\n\n\n

\"\"

Les maquettes – \u00a9L\u2019Associ\u00e9<\/figcaption><\/figure>\n\n\n\n

Le brief et les contraintes \ud83d\udcdd<\/h2>\n\n\n\n

La demande de L\u2019Associ\u00e9 \u00e0 \u00e9t\u00e9 de\u00a0r\u00e9interpr\u00e9ter avec mon style illustr\u00e9\u00a0les maquettes r\u00e9alis\u00e9es par les cr\u00e9atifs de l\u2019agence. Dans mon portfolio, le client a aim\u00e9 :\u00a0<\/p>\n\n\n\n

\u2022 Les personnages hauts en couleurs, expressifs<\/p>\n\n\n\n

\u2022 Les villes et v\u00e9g\u00e9tations qui \u201cbougent\u201d, accueillantes<\/p>\n\n\n\n

Un moodboard d\u2019illustrations m\u2019a \u00e9t\u00e9 pr\u00e9sent\u00e9 ainsi qu\u2019un r\u00e9capitulatif du territoire visuel souhait\u00e9 :<\/p>\n\n\n\n

\u2022 Un univers joyeux, simple, invitant, ludique<\/p>\n\n\n\n

\u2022 Inspirant, color\u00e9 et positif<\/p>\n\n\n\n

\u2022 Valorisant l\u2019imaginaire, tourn\u00e9 vers l\u2019avenir<\/p>\n\n\n\n

\u2022 Compr\u00e9hensible par tous, accessible<\/a><\/p>\n\n\n\n

\"Illustration<\/a><\/figure>\n\n\n\n


\u00c0 cette lecture, des contraintes se d\u00e9gagent :<\/p>\n\n\n\n

\u2022 \u201cTu as la libert\u00e9 de modifier les couleurs, les personnages, la forme des v\u00e9hicules\u2026 Mais\u00a0garder les id\u00e9es cr\u00e9atives, le cadrage, et la composition des illustrations\u00a0qui ont d\u00e9j\u00e0 \u00e9t\u00e9 valid\u00e9es par le client.\u201d<\/p>\n\n\n\n

\u2022 Conserver des fonds pastels pour une bonne \u00e9coconception<\/p>\n\n\n\n

\u2022 Ne pas d\u00e9placer les blocs textes et diff\u00e9rents logos<\/p>\n\n\n\n

Ce qu\u2019on nomme contrainte cr\u00e9ative s\u2019est donc pr\u00e9sent\u00e9 au pluriel.<\/p>\n\n\n\n

Les solutions \ud83e\ude84<\/h2>\n\n\n\n

Apr\u00e8s analyse du brief et des contraintes, j\u2019ai formalis\u00e9\u00a0l\u2019espace disponible\u00a0et\u00a0la circulation du regard\u00a0entre le message et les illustrations, pour ensuite soumettre\u00a0une gamme color\u00e9e\u00a0en coh\u00e9rence avec le ton du message. Ont suivi la d\u00e9finition du\u00a0style des personnages, de leurs\u00a0attitudes\u00a0et la pr\u00e9cision des\u00a0compositions\u00a0dans l\u2019espace.<\/p>\n\n\n\n

L\u2019espace et la circulation du regard :<\/p>\n\n\n\n

\"\"

Circulation du regard – \u00a9Cl\u00e9mence Thune<\/figcaption><\/figure>\n\n\n\n

Les couleurs \ud83e\udd39\u200d\u2640\ufe0f<\/h3>\n\n\n\n

La difficult\u00e9 a r\u00e9sid\u00e9 dans le choix des couleurs, dans le\u00a0respect de l\u2019\u00e9coconception<\/a>, de la\u00a0lisibilit\u00e9, du\u00a0ton du texte\u00a0et de l\u2019image. Le taux d\u2019encrage \u00e0 l\u2019impression se doit d\u2019\u00eatre all\u00e9g\u00e9 d\u2019o\u00f9 l\u2019option des couleurs pastels et des tons clairs. Le contraste n\u00e9cessaire \u00e0 la d\u00e9finition des formes a impos\u00e9 l\u2019utilisation de r\u00e9hauss\u00e9s de couleurs par petites touches.\u00a0 Les couleurs froides se sont impos\u00e9es par les couleurs de typos valid\u00e9es dans les maquettes. J\u2019ai s\u00e9lectionn\u00e9 des couleurs chaudes pour cr\u00e9er une atmosph\u00e8re chaleureuse, renforcer l\u2019effet de perspective et accentuer certains \u00e9l\u00e9ments comme les moyens de transport : V\u00e9lo, co-voiturage, scooter, tramway, etc.<\/a><\/p>\n\n\n\n

\"Aper\u00e7u<\/a><\/figure>\n\n\n\n
\"\"<\/figure>\n\n\n\n

<\/a>Les textures\u270f\ufe0f<\/h3>\n\n\n\n

L\u2019Associ\u00e9 m\u2019a demand\u00e9 un rendu textur\u00e9 des couleurs, inspir\u00e9 d\u2019un de mes pr\u00e9c\u00e9dents projets r\u00e9alis\u00e9 sur Photoshop. Le rendu est \u00e0 la hauteur du temps consacr\u00e9 au geste de coloriage. Ciao le remplissage de couleur en 1 clic. Bonjour la m\u00e9ditation longue dur\u00e9e \ud83e\uddd8.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

<\/a>Adobe Illustrator vs. Adobe Photoshop – \u00a9Cl\u00e9mence Thune<\/p>\n\n\n\n

Le style des personnages \ud83e\udd38<\/h3>\n\n\n\n

Color\u00e9s, relax\u00e9s, dynamiques et souriants, les personnages sont surtout faits de traits courbes. Le choix des couleurs de v\u00eatements \u00e0 \u00e9t\u00e9 plus laborieux. En effet,\u00a0les moyens de locomotion\u00a0devaient \u00eatre sensiblement mis\u00a0plus\u00a0en avant\u00a0que les personnages. \u00c0 la recherche\u00a0du bon \u00e9quilibre visuel, le cycliste a subi quelques relookings.<\/p>\n\n\n\n

\"\"
Evolution du cycliste au cours du projet - \u00a9Cl\u00e9mence Thune<\/figcaption><\/figure>\n\n\n\n

Les d\u00e9lais \ud83d\udcc5<\/h3>\n\n\n\n

S\u00e9van et Sophie, mes interlocutrices chez L\u2019Associ\u00e9 m\u2019ont inform\u00e9e des\u00a0Comit\u00e9s de pilotage\u00a0n\u00e9cessaires \u00e0 la validation des \u00e9tapes. Jusque l\u00e0 j\u2019ignorais que tout dans une image serait pass\u00e9\u00a0au crible des minist\u00e8res\u00a0concern\u00e9s.\ud83d\udd2c<\/p>\n\n\n\n

Le projet bien g\u00e9r\u00e9 par L\u2019Associ\u00e9 m\u2019a permis de m\u2019organiser au mieux et me concentrer sur la cr\u00e9ation et la mise en couleurs. J\u2019ai pu proposer plusieurs tests. Cette bonne gestion est indispensable pour \u00e9viter de nombreux allers-retours avec le client. Surtout quand il y a plusieurs Copil en chemin.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

<\/a>\u201cOui \u00e0 un air plus sain\u201d – \u00a9Cl\u00e9mence Thune<\/p>\n\n\n\n

Une super exp\u00e9rience \ud83d\ude4c<\/h2>\n\n\n\n

Cette mission \u00e9tait super pour plusieurs raisons. J\u2019esp\u00e9rais pouvoir travailler sur des projets de communication \u00e0 grande \u00e9chelle pour la\u00a0protection de l\u2019environnement\u00a0et le\u00a0changement de nos usages. Bien \u00e9videmment, un tel rayonnement de mes illustrations me rend fi\u00e8re.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

<\/a>\u201cOui au remplacement des v\u00e9hicules polluants\u201d – \u00a9Cl\u00e9mence Thune<\/p>\n\n\n\n

L\u2019exp\u00e9rience avec L\u2019Associ\u00e9 m\u2019a appris et confirm\u00e9 de nombreux points. Une excellente organisation de la part de l\u2019agence a laiss\u00e9 le temps et\u00a0l\u2019espace mental pour se concentrer sur la cr\u00e9ation.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

<\/a>\u201cOui c\u2019est possible de mieux respirer en ville\u201d – \u00a9Cl\u00e9mence Thune<\/p>\n\n\n\n

La pr\u00e9cision de leur gestion du projet m\u2019a demand\u00e9 d\u2019\u00eatre toute aussi pr\u00e9cise sur le plan technique qu\u2019esth\u00e9tique. En mati\u00e8re d\u2019\u00e9coconception, j\u2019ai encore appris que j\u2019avais \u00e0 apprendre et encore plus \u00e0 partager. Vous trouverez une bonne ressource ICI<\/a>.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

<\/a>\u201cOui aux d\u00e9placements plus actifs !\u201d – \u00a9Cl\u00e9mence Thune<\/p>\n\n\n\n

Merci<\/h2>\n\n\n\n

\u00e0 L\u2019Associ\u00e9 pour l\u2019int\u00e9r\u00eat port\u00e9 \u00e0 mon travail et pour m\u2019avoir embarqu\u00e9e sur ce projet.<\/p>\n\n\n\n

\u00e0 S\u00e9van, mon interlocutrice de la premi\u00e8re heure qui m\u2019a suivi jusqu\u2019\u00e0 la derni\u00e8re.\u00a0<\/p>\n\n\n\n

\u00e0 Sophie et S\u00e9van qui m\u2019ont tout expliqu\u00e9 sur les Copil, leur gestion de projet \u00e9tait extra !\u00a0<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

<\/a>\u201cOui aux d\u00e9placements collectifs et partag\u00e9s !\u201d – \u00a9Cl\u00e9mence Thune<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

<\/a>\u00a9Cl\u00e9mence Thune<\/p>","protected":false},"excerpt":{"rendered":"

Campagne de communication web et presse pour l\u2019Agence fran\u00e7aise de l\u2019environnement et de la ma\u00eetrise de l\u2019\u00e9nergie (ADEME). J\u2019ai \u00e9t\u00e9 engag\u00e9 par L\u2019Associ\u00e9 pour r\u00e9aliser les illustrations.<\/p>","protected":false},"author":1,"featured_media":684,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[91,90,98,92,93,95,94,96,97,100,99,101,102],"class_list":["post-669","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","tag-ademe","tag-aidestransitionecologique","tag-creativebrandstorytelling","tag-ecodesign","tag-ecofriendlyillustrations","tag-equalopportunityillustrations","tag-greentransportationvisuals","tag-mobilitesdouces","tag-mobilitesdurables","tag-narrationvisuelle","tag-personnagesrespectueuxdelenvironnement","tag-sensibilisationecologietransports","tag-vehiculespropres"],"acf":[],"yoast_head":"\nADEME - Case study - Cl\u00e9mence Thune<\/title>\n<meta name=\"description\" content=\"Web and Press communication campaign for the French Agency for Environment and Energy Management (ADEME). 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