DECATHLON

PHOTOGRAPH AND ILLUSTRATION GUIDELINES

Analysis
Action plan
Workshop
Brainstorming
Photograph and illustration guidelines

In 2014, DECATHLON, the French leader in the design and sale of sports equipment, wanted to unite its own brands and refocus on its image to make it simpler, more meaningful and more impactful. In 2015, the group asked us for an analysis of its entire image library.

1.STATEMENT

As a result of this analysis, significant differences in quality, image capture, image processing and light were observed. Historically, each internal brand had worked independently and with autonomy. There was a lack of overall unified artistic direction.

2.MISSION

Define an overall framework that facilitates increased consistency, meaningfulness and pride.
Upgrade the quality of content. Give meaning to the images to make people want to exercise.

3.ISSUES

How can we bring all of DECATHLON's leader images and the group's entire image creation and production ecosystem together around a common artistic vision? How do we manage a cross-functional project for a group of more than 80,000 employees split into more than 50 internal brands?

4.STANCE

Build collaborative thinking to define a coherent overall artistic direction. Assert the group's values and bring them out through images.

5.KEY STEPS

An action plan was defined in order to complete this cross-functional project :

Analyse
Unite
Deploy
Apply

5.1 ANALYZE

Following the initial study of the image library, the project continued with a 360° analysis internally and externally, in France and abroad.

5.2 UNITE

By running internal brainstorming sessions, we defined the values and codes of the group's photography in the summer of 2016. At the heart of the discussion was a representative panel of internal and external stakeholders involved in the production or use of photos and videos. Co-writing was the key to success, as it resulted in shared support for the project.

5.3 DEploy

In order to improve consistency while respecting the identity of each sport, the brand entrusted us with applying the framework to its internal brands in late 2016. To do this, we created a bespoke workshop and rolled it out to more than 20 brands. Some of the best known are QUECHUA, BTWIN, DOMYOS, OXELO, KIPSTA and TARMAK, which have just signed in 2021 with the NBA

5.4 APPLy

Ensuring compliance with the photograph and illustration guidelines written to date is the responsibility of the company and its brands. Today, we guarantee this in the creation of advertising campaigns.

6. OUTCOME

A meaningful, powerful and harmonious image library.
Simplification and optimisation of the work of image stakeholders.
Pride and a greater sense of belonging to the brand for its teams.