The Big Red Book - Defining the Soul of a Global Brand
How do you ensure brand consistency across 44 countries while fostering a deep emotional connection with thousands of employees?
Project: The Big Red Book – 2026 Edenred Strategic Brand Manifesto
Role: Art Direction, Editorial Design & Production Oversight
Collaboration: 100% Home-made project, co-created with the Head of Brand and the Brand Content Manager.
The Challenge: Beyond Guidelines
While Edenred already possessed a technical Brand Pad and official digital resources, there was a missing link: a document that captured the "Why" behind the brand. The challenge was to create a synthetic, high-impact book that serves as a "North Star" for the group’s 2026 vision—moving from a B2B service provider to a global B2B2C "Love Brand."
The Solution: A Strategic Manifesto
The result is a 64-page journey entitled "The Big Red Book." Far from a traditional rulebook, it is a mission-driven document designed to be "Straight to the point."
Destination & Mission:
The book translates the "Move for Good" strategy into a visual narrative, balancing the brand’s historic heritage (the iconic Red Ball) with its digital future.
Visual Architecture:
A rigorous yet vibrant layout using the "Fantastic Four" assets: the proprietary Edenred font, the vibrant red palette, the signature ribbon, and the circle.
Phygital Connectivity:
To keep the book inspiring and light, I integrated QR codes throughout the pages. This allows the printed object to remain a high-level strategic tool while providing direct gateways to the technical specifications on the digital Brand Center.
Production Excellence
Agile Collaboration: Being an internal project allowed for an intimate understanding of the brand’s DNA, resulting in a level of authenticity and precision that resonates globally.
Craftsmanship: From grid systems to paper selection, every detail was designed to reflect Edenred’s commitment to quality and sustainable innovation.
The Result
A definitive 64-page compass that ensures every word and every pixel—from Paris to Mexico—vibrates with the same energy. It is not just a book; it is the heartbeat of the Edenred culture.
All project here : The Big Red Book
