The context
Support a media outlet in its development across strategic, design and web
Swimming against the current of mainstream media, L'Intimiste has been sharing life's small moments since 2019—everyday stories lived here and elsewhere, through an intimate lens. In its newsletter, the publication tells the ordinary with sensitivity, humanity, and tenderness.
In 2023, the founder of the media outlet, Sandrine Tolotti, called upon Médianes for comprehensive support: strategic, graphic and technical. The challenge? To develop the project and open a new stage of growth for L'Intimiste. This involves creating new formats, understanding audiences and their usage patterns, and finding a viable economic and strategic model.
Marketing strategy
Define a marketing strategy and develop editorial formats
The first phase of our mission with L'Intimiste consisted of strategic support. Workshops, mentoring… Guided by the Médianes team, Sandrine Tolotti was able to work on her value proposition, reflect on the role of audiences within her media outlet, and develop a global marketing strategy that goes against the grain of conventional approaches.
Work was carried out on the formats offered by L'Intimiste, including notably on the positioning of its current newsletter as well as on expanding its editorial offering. In a second phase, we supported the media's founder in establishing a roadmap to track and successfully implement the defined editorial and marketing strategy.
Art direction
Redesign the media's visual identity
Based on the strategic elements described earlier, the visual identity of L'Intimiste was entirely reconceived and recreated by our art director Christelle Perrin.
New logo, new colors and typefaces… The media's artistic direction has been redesigned on a new scale to better convey the identity and spirit of the project.
Logo
The logo is composed in a lyrical typeface that borders on the marvelous, to convey a sensitive and light vision of the media.
Policies
A serif typeface, IvyOra, was chosen to reflect the literary and thoughtful nature of the project as well as its content. It is complemented by Organetto, a wide and more architectural typeface. Highly media-oriented, it exists in contrast with the softness and refinement of other identity elements in order to enliven the whole. Thus, we can emphasize that there are real substantive issues at stake.
Colors
We chose a range of blues that evoke escape, calm, and imagination. These colors are enlivened by a more dynamic electric blue. We also designed rounded forms to convey the softness of L'Intimiste's approach, its literary and warm spirit.
To avoid overly harsh contrasts and make reading more pleasant, we replaced pure black and white with very dark and very light blues.
Accompanying forms
Cloud shapes add a soft and dreamlike quality to the whole. Discreet, they're placed beneath text or used as accompaniment, without hindering readability.
Web mockups
We then created, using Figma, the mockup of L'Intimiste's new website, as well as two newsletter templates, based on the media's new visual identity.
Technical Implementation
Integrate the website and newsletters
The final component of our support focused on the technical implementation of these projects. For L'Intimiste, we performed integration work and provided training related to the creation of the media's website and newsletters.
This work involved creating, installing and configuring a WordPress website as well as integrating the new website design. Regarding newsletters, the new templates were integrated and then linked to the website. The service configuration in segments and lists to the new website was also completed.
L'Intimiste
The media of tiny epics
Founded in March 2019 by Sandrine Tolotti and published by Les Presses de la lenteur, L'Intimiste tells the tiny stories that punctuate our lives. The publication is dedicated to sharing simple stories and personal events that reveal the extraordinary dimension of our anonymous lives and shed light on the times in a different way. L'Intimiste thus offers its readers a cure for news fatigue and embodies a new form of local journalism.
Starting as a monthly newsletter, L'Intimiste now also has a website and offers new editorial content.
