{"id":687,"date":"2023-09-27T07:43:46","date_gmt":"2023-09-27T06:43:46","guid":{"rendered":"https:\/\/pknjuma.cluster129.hosting.ovh.net\/?p=687"},"modified":"2026-06-12T13:10:48","modified_gmt":"2026-06-12T12:10:48","slug":"sncf-brand-illustration-case-study","status":"publish","type":"post","link":"https:\/\/clemencethune.fr\/fr\/sncf-brand-illustration-case-study\/","title":{"rendered":"SNCF R\u00e9seau - \u00c9tude de cas"},"content":{"rendered":"

\ud83d\udcdaTemps de lecture : 12 minutes<\/em><\/p>\n\n\n\n

J\u2019ai cr\u00e9\u00e9 un kit d\u2019illustrations pour\u00a0SNCF\u00a0R\u00e9seau afin de renforcer son image interne et externe. Le projet a \u00e9t\u00e9 un succ\u00e8s gr\u00e2ce \u00e0 une m\u00e9thodologie rigoureuse et une collaboration efficace.<\/p>\n\n\n\n

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

1. Le client et l\u2019intention \ud83d\udca1<\/h2>\n\n\n\n

SNCF\u00a0R\u00e9seau, gestionnaire du r\u00e9seau ferr\u00e9 fran\u00e7ais, emploie plus de 50 000 collaborateurs et collaboratrices et communique en permanence avec des publics divers pour assurer sa mission de maintenance, de s\u00e9curit\u00e9, de modernisation et de d\u00e9veloppement.<\/p>\n\n\n\n

Pour communiquer efficacement, le service communication de\u00a0SNCF\u00a0R\u00e9seau a entam\u00e9 une refonte de son image.<\/p>\n\n\n\n

Son message cl\u00e9\u00a0 :\u00a0Ouvrir la voie de la mobilit\u00e9 durable.<\/p>\n\n\n\n

Les publics vis\u00e9s sont : les employ\u00e9.es, les entreprises, les collectivit\u00e9s, le grand public.<\/p>\n\n\n\n

J\u2019ai \u00e9t\u00e9 contact\u00e9e pour la cr\u00e9ation d\u2019un kit d\u2019illustrations mettant au centre les employ\u00e9.es et leurs m\u00e9tiers.<\/p>\n\n\n\n

\"\"
Un bon email assorti d\u2019un bon brief<\/figcaption><\/figure>\n\n\n\n

Les objectifs : dynamiser les contenus p\u00e9dagogiques, favoriser l\u2019adh\u00e9sion des employ\u00e9.es, renforcer l\u2019image de l\u2019entreprise en interne et en externe.<\/p>\n\n\n\n

2. La feuille de route \ud83d\udcdc<\/h2>\n\n\n\n

Un devis et une feuille de route sont de puissants outils de communication, vecteurs de confiance et de professionnalisme.<\/p>\n\n\n\n

J\u2019ai propos\u00e9 un devis accompagn\u00e9 d\u2019une m\u00e9thodologie comprenant un planning pr\u00e9visionnel des phases pr\u00e9paratoires, des retours clients, l\u2019int\u00e9gration de ces retours, les phases de cr\u00e9ation, les \u00e9tapes de validation et les impr\u00e9vus.<\/p>\n\n\n\n

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

Par ce biais, je pr\u00e9sente mes aspirations sur le projet\u00a0 :<\/p>\n\n\n\n

\u2022 Cr\u00e9er des illustrations avec un message limpide.<\/p>\n\n\n\n

\u2022 Assurer une uniformit\u00e9 graphique coh\u00e9rente.<\/p>\n\n\n\n

\u2022 Apporter de la cr\u00e9ativit\u00e9 pour actualiser l\u2019image de l\u2019entreprise, exprimer le bien-\u00eatre au travail, et ex\u00e9cuter les missions avec rigueur et pr\u00e9cision.<\/p>\n\n\n\n

L\u2019\u00e9laboration de cette feuille de route a demand\u00e9 plus de temps que celle du devis. \u00c0 cette \u00e9tape, d\u2019autres illustrateur.ices ont \u00e9t\u00e9 contact\u00e9.es et rien n\u2019indique que ma proposition sera choisie.<\/p>\n\n\n\n

Dans ce cas, le temps pris pour tout ajuster a \u00e9t\u00e9 (r\u00e9)compens\u00e9 par la suite, apr\u00e8s la demande d\u2019une illustration-test.<\/p>\n\n\n\n

3. Un test gratuit ? \ud83e\udee0<\/h2>\n\n\n\n

Pour ce nouveau contrat, j\u2019ai pris le temps de consid\u00e9rer soigneusement ma d\u00e9cision.<\/p>\n\n\n\n

Jusqu\u2019ici, j\u2019ai refus\u00e9 de r\u00e9aliser des tests gratuits. Travaillant le plus souvent avec des agences et studios, ce que les client.es nomment tests sont souvent les intentions cr\u00e9atives pour lesquelles je suis r\u00e9mun\u00e9r\u00e9e.<\/p>\n\n\n\n

<\/a><\/p>\n\n\n\n

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

D\u00e9termin\u00e9e \u00e0 d\u00e9crocher ce nouveau contrat, j\u2019ai pris le temps de consid\u00e9rer soigneusement ma d\u00e9cision. Quoiqu\u2019il advienne, un devis et une m\u00e9thodologie de qualit\u00e9 me serviraient de mod\u00e8le pour mes projets futurs. Et si mon test \u00e9tait retenu, j\u2019aurais ainsi une illustration d\u00e9j\u00e0 finalis\u00e9e.<\/p>\n\n\n\n

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

<\/a>Apr\u00e8s validation de l\u2019illustration-test et la signature du devis, j\u2019ai entam\u00e9 la mise en \u0153uvre du projet.<\/p>\n\n\n\n

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

4. Le brief \ud83e\udded<\/h2>\n\n\n\n

\u00c9tape souvent sous-estim\u00e9e mais cruciale dans le processus cr\u00e9atif, la qualit\u00e9 d\u2019une illustration trouve sa source dans la clart\u00e9 d\u2019un bon brief.<\/p>\n\n\n\n

En tant qu\u2019illustrateur.ices, nous \u00e9voluons dans un univers visuel riches de possibilit\u00e9s. Le brief nous offre la boussole pour naviguer avec succ\u00e8s. Bien \u00e9labor\u00e9, il transcende les simples d\u00e9tails techniques : il nous d\u00e9voile l\u2019essence du projet, ses nuances et son objectif principal.<\/p>\n\n\n\n

En quoi le brief\u00a0SNCF\u00a0R\u00e9seau est-il bon selon moi ?<\/p>\n\n\n\n

L\u2019\u00e9quipe communication\u00a0SNCF\u00a0R\u00e9seau a pr\u00e9sent\u00e9 un brief clair, attrayant, d\u00e9taill\u00e9, bas\u00e9 sur la nouvelle charte de l\u2019identit\u00e9 visuelle de l\u2019entreprise, sous forme d\u2019un fichier pdf de 19 pages rappelant tous les points \u00e0 traiter.<\/p>\n\n\n\n

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

<\/a><\/p>\n\n\n\n

5. Le kit d\u2019illustrations \ud83d\uddbc\ufe0f<\/h2>\n\n\n\n

Le kit d\u2019illustration propose des personnages et d\u00e9cors \u00e9pur\u00e9s.<\/p>\n\n\n\n

Les couleurs de la charte graphique sont utilis\u00e9es pour cr\u00e9er des compositions chaleureuses, dynamiques et attrayantes, tout en \u00e9tant descriptives. Le kit inclut des repr\u00e9sentations vari\u00e9es de cateners, gares, voies ferr\u00e9es, m\u00e9canicien\u00b7nes, agent\u00b7es de traffic, administration, etc. Ce kit permet \u00e0 l\u2019entreprise de communiquer de mani\u00e8re efficace tout en v\u00e9hiculant ses valeurs d\u2019inclusion et de diversit\u00e9.<\/p>\n\n\n\n

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

<\/a><\/p>\n\n\n\n

6. Le projet, les personnes \ud83d\udc6f\u200d\u2640\ufe0f<\/h2>\n\n\n\n

Gr\u00e2ce \u00e0 leurs suggestions, mes interlocutrices ont simplifi\u00e9 le temps de conception en pr\u00e9sentant d\u00e8s le d\u00e9but les aspects techniques requis. Elles ont largement contribu\u00e9 \u00e0 rendre le processus agr\u00e9able.<\/p>\n\n\n\n

Dans la perspective d\u2019un chevauchement de projets, j\u2019ai sollicit\u00e9\u00a0 Joules<\/a> , layout artist<\/a> dans le milieu de l\u2019animation, pour son expertise dans les croquis\/roughs. Apr\u00e8s accord sur le nombre de jours de mission et la signature d\u2019une clause de confidentialit\u00e9, je lui ai fourni un bon brief, et nous avons eu une r\u00e9union en visio pour organiser le travail \u00e0 distance sur\u00a0 Miro<\/a>.<\/p>\n\n\n\n

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

Bien mis\u00b7es sur les rails, le projet cr\u00e9atif a d\u00e9marr\u00e9 ais\u00e9ment. Gr\u00e2ce \u00e0 son excellent sens du posing et de la composition, Joules a montr\u00e9 une r\u00e9activit\u00e9 aussi grande que sa cr\u00e9ativit\u00e9. De plus, \u00e9changer ensemble sur la responsabilit\u00e9 soci\u00e9tale des entreprises a \u00e9t\u00e9 particuli\u00e8rement fructueux.<\/p>\n\n\n\n

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

<\/a>Roughs, posing, sketches \u00a9Joules Trouv\u00e9<\/p>\n\n\n\n

J\u2019ai ainsi pu me concentrer pleinement sur la direction artistique et la mise en \u0153uvre des illustrations.<\/p>\n\n\n\n

7. Processus cr\u00e9atif \u270f\ufe0f<\/h2>\n\n\n\n

Comment restituer ces \u00e9l\u00e9ments en un tout visuellement s\u00e9duisant, dans le respect du brief transmis, des valeurs et des objectifs de l\u2019entreprise ?<\/p>\n\n\n\n

L\u2019id\u00e9e de cr\u00e9er des personnages sans visage \u00e9mane de l\u2019\u00e9quipe communication. Nous en avons peu discut\u00e9. En r\u00e8gle g\u00e9n\u00e9rale, c\u2019est une approche artistique int\u00e9ressante pour plusieurs raisons, notamment car les personnages sans visage peuvent \u00eatre plus facilement interpr\u00e9t\u00e9s par le plus grand nombre. Pour ma part j\u2019ai tenu \u00e0 m\u2019assurer que leurs attitudes expriment vivacit\u00e9, mouvement, dynamisme et chaleur pour susciter l\u2019identification et la compr\u00e9hension d\u2019un large public. J\u2019ai dispos\u00e9 les couleurs dans un souci d\u2019\u00e9pure et de contraste, favorisant la lisibilit\u00e9 de l\u2019image et l\u2019\u00e9vocation d\u2019une atmosph\u00e8re dynamique.<\/p>\n\n\n\n

Mon choix d\u2019utiliser Adobe Illustrator s\u2019explique par le c\u00f4t\u00e9 pratique des dessins vectoriels et l\u2019aisance \u00e0 d\u00e9finir les formes par aplats de couleurs plut\u00f4t qu\u2019en ligne claire<\/a>. L\u2019espace et les volumes sont sugg\u00e9r\u00e9s gr\u00e2ce \u00e0 un jeu de contrastes de couleurs sur un fond minimaliste. Dans un souci d\u2019inscrire mon travail dans les crit\u00e8res actuels, les espaces clairs garantissent une meilleure\u00a0 \u00e9co-conception<\/a>.<\/p>\n\n\n\n

Le brief\u00a0SNCF\u00a0R\u00e9seau comporte un \u00e9l\u00e9ment r\u00e9current : un sillon, symbole d\u2019ouverture,\u00a0 que j\u2019ai pu utilis\u00e9 pour son utilit\u00e9 graphique plurielle : identit\u00e9 de marque, circulation du regard, \u00e9quilibrage de la composition spatiale.<\/a><\/p>\n\n\n\n

Le rendu \u00e9pur\u00e9 permet aux consultants et formateurs de l\u2019entreprise d\u2019utiliser le kit facilement pour servir leurs propos sur les supports de leur choix : pr\u00e9sentation en diapositives sur leurs ordinateurs portables, plaquettes imprim\u00e9es, affichage en interne...<\/p>\n\n\n\n

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

8. La vision avant l\u2019action \ud83d\udd2e<\/h2>\n\n\n\n

En \u00e9tablissant une m\u00e9thode de gestion de projet, j\u2019ai r\u00e9pondu \u00e0 la demande avec souci du d\u00e9tail et rigueur d\u2019ex\u00e9cution.<\/p>\n\n\n\n

Jusqu\u2019ici, j\u2019ai privil\u00e9gi\u00e9 les missions pour des studios cr\u00e9atifs ou des agences responsables de la gestion des projets. La relation directe avec le client implique en effet une gestion que j\u2019ignorais pouvoir mener.<\/p>\n\n\n\n

Le temps de conception initial m\u2019a \u00e9t\u00e9 particuli\u00e8rement b\u00e9n\u00e9fique, ayant pu travailler en direct avec un client de cette envergure en toute confiance.<\/p>\n\n\n\n

J\u2019ai d\u00e9couvert que\u00a0 je peux faire ce que j\u2019appr\u00e9cie tant chez les bon\u00b7nes chef\u00b7fes de projet et directeur\u00b7ices artistiques des studios et agences avec qui j\u2019ai eu la chance de travailler.<\/p>\n\n\n\n

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

Conclusion<\/h2>\n\n\n\n

Ce projet a \u00e9t\u00e9 une opportunit\u00e9 de d\u00e9veloppement professionnel inesp\u00e9r\u00e9e. D\u00e9l\u00e9guer une part de mes t\u00e2ches \u00e0 un\u00b7e freelance de g\u00e9nie, une collaboration m\u00e9thodique, ont contribu\u00e9 \u00e0 un rendu de qualit\u00e9 qui va servir d\u2019outil de communication aupr\u00e8s d\u2019un large public. L\u2019entreprise va b\u00e9n\u00e9ficier d\u2019une identit\u00e9 visuelle actualis\u00e9e, s\u00e9duisante et coh\u00e9rente. L\u2019\u00e9quipe peut \u00eatre fi\u00e8re du travail qu\u2019elle m\u00e8ne et moi d\u2019y avoir contribu\u00e9. \ud83c\udfc5\ud83c\udf89<\/p>\n\n\n\n

Un grand\u00a0MERCI\u00a0\u00e0 Lucie Bourrillon, Melissa Raffin, Virginie Darrieux, Joules Trouv\u00e9 et Claire Lemaitre-Smith.<\/p>","protected":false},"excerpt":{"rendered":"

Cr\u00e9ation d'un kit d'illustrations pour SNCF R\u00e9seau afin de renforcer son image d'employeur en interne et en externe et de promouvoir sa RSE. Le projet a \u00e9t\u00e9 un succ\u00e8s gr\u00e2ce \u00e0 une m\u00e9thodologie efficace et \u00e0 une collaboration fructueuse.<\/p>","protected":false},"author":1,"featured_media":2274,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[117,118,104,103,107,106,114,111,110,105,119,113,109,116,115,120,108,112],"class_list":["post-687","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","tag-brandillustrations","tag-briefing","tag-communicationstrategy","tag-corporateillustration","tag-creativecollaboration","tag-eco-friendlydesign","tag-ecoconception","tag-egalitefemmehomme","tag-gestionprojet","tag-graphicdesign","tag-kitillustration","tag-personnages","tag-projectmanagement","tag-qualitedevieautravail","tag-responsabilitesocietaleentreprise","tag-securitesanteautravail","tag-sncf","tag-sncf-reseau"],"acf":[],"yoast_head":"\nSNCF R\u00e9seau - Brand Illustration Case Study - Cl\u00e9mence Thune<\/title>\n<meta name=\"description\" content=\"Creation of an illustration kit for SNCF R\u00e9seau to strengthen its employer image internally and externally and promote its CSR. 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