The context
Support the creation of an epistolary media outlet on all fronts.
Since November 2020, we have been supporting journalists Annabelle Perrin and François de Monès in launching La Disparition, a political and epistolary media outlet that chronicles a disappearance every 15 days. Throughout our collaboration, we have helped define the publication's offering and editorial direction, artistic direction, marketing strategy, and web and print distribution of this letter-based media.
We ran the pre-launch campaign (manifesto, newsletter) and launch campaign (pre-subscription) that reached 274% of its target on KissKissBankBank, as well as the marketing strategy (subscription and renewal) deployed between 2021 and 2022.
In 2024, for the launch of La Correspondance, the new project by La Disparition, we have planned a new visual identity, a new layout for the printed newsletter, and a new website to host crowdfunding campaigns.
Creation
Designing a Media Platform from Start to Finish
In winter 2020, journalists Annabelle Perrin and François de Monès contacted us to help them create a media outlet that would chronicle the world through the lens of disappearance. From an editorial concept to the launch of an epistolary, literary, and political media platform, we were by their side at every stage of La Disparition's development.
Throughout 2021, we supported the team using our method: defining the problem to solve, editorial vision, project values, target audiences (personas), value proposition, business model, roadmap, launch strategy, stakeholder engagement, communication and marketing challenges, administrative matters… through advisory sessions, work on educational materials, and sharing our network, we helped the team from both strategic and operational perspectives. Alongside these topics, we began work on art direction, website creation, a newsletter, and social media.
Define the name, the object (the letter) to create a unique editorial object: in each envelope, every 15 days, you'll find a long narrative, fictional or not, that tells of a disappearance happening in our world. But that's not all! This text is accompanied by an illustrated postcard inspired by the narrative, to send to someone close or keep, by a nota bene allowing you to delve deeper into the subject and share recommendations, and the author's ID card.
In May 2021, we support the team in the pre-launch of the project with the publication of a manifesto on La Disparition's website and the launch of a newsletter.
Strategy
Pre-launch and test the media
Six months after meeting Annabelle and François, La Disparition is created and pre-launched with a strong value proposition, an original epistolary format, and a distinctive identity.
In May 2021, La Disparition's website went live, alongside a fortnightly newsletter that shares behind-the-scenes stories from the project and offers press reviews and cultural recommendations. The site presents the media's manifesto, allows users to subscribe to a newsletter, and showcases the team and the project's ambitions. It's a way to build anticipation and develop a community in order to refine the launch of the print editions.
In summer 2021, we were able to support the team in testing the project, initially via newsletter, but especially through the creation of issue 0 (print) of La Disparition, which made it possible to gather feedback from their first audiences. A first entirely original paper narrative by journalist Julien Brygo.
Play media
After testing an initial issue, we helped the team create and implement a launch and pre-subscription strategy through a crowdfunding campaign. This was a way to attract early subscribers and convert newsletter registrants and social media followers to contribute financially to the project and subscribe to the newsletters.
Campaign strategy definition, editorial framing, offer and key message definition, communication strategy design (PR, social media)… a campaign that found its audience and successfully launched the media (274% of target reached, over 1,300 pre-sales, press coverage).
Expand the media
From 2021 to 2022, we continued our collaboration with La Disparition's team, supporting them in their subscription and re-subscription strategy with an initial re-subscription campaign. Alongside a satisfaction survey, we reworked the subscription offers and published a detailed table of contents for the disappearance stories you can read. A way to immerse yourself further in the letters.
For this occasion, we also created new Instagram carousels to highlight newsletter content and letters received in your mailboxes.
Art direction and design
Imagine a epistolary and political media
In parallel, we designed the creative direction, logo, and mockups for both the website and letter, including extras. The hatching at the letter's edge evokes unfinished sections while evoking airmail, conveying a sense of importance and urgency.
For the typefaces and logo, our main desire was to stay very close to the typewriter, black and white letters, ink stamps — in short, to maintain a connection with the past while injecting it with something contemporary.
we understood.
We chose bright yellow as the primary color and encouraged printing on cream-colored paper to orient the medium toward a positive, vibrant, warm, and friendly tone. This is not a defeatist or depressing medium; it's a combative one.
Website mockup, newsletter and Instagram
The site uses the same design principles, adapted for the web to improve content readability.
As for the newsletter, an issue is published every two weeks, exploring a given theme through the lens of media, books, and films. We created a layout that draws on the conventions of a letter.
For Instagram, we designed three carousel templates to allow La Disparition to communicate about their letters, newsletters, and behind-the-scenes content. The images and backgrounds blend into one another, and it's also possible to reshare a single screen as a story independently.
To find more items related to art direction, visit the portfolio of Christelle Perrin, art director at Médianes.
Support the launch of a new editorial product
Define the strategy and support its implementation
In 2024, co-founders Annabelle Perrin and François de Monès are receiving mentorship as part of the first edition of the Médianes Program. It is in this context that, in winter, La Disparition launches a new project, La Correspondance: epistolary exchanges between writers on major subjects that the far right promises to dismantle or strengthen (feminism, racism, ecology). La Disparition plans to bring together renowned pairs of authors to converse: Kaoutar Harchi and Aurélien Bellanger; Alice Zeniter and Phœbe Hadjimarkos Clarke; Hadrien Klent and Vidya Narine.
Design the visual identity and website identity
Alongside this support, we also work at the design level: we are planning a new visual identity and a new layout for the paper letter. One of the challenges was to propose an identity for the three La Disparition products (the letters, the newsletter, the correspondence) in a way that makes it clear that these three verticals are all products of La Disparition. We also redesigned the website we had initially created, proposing layouts for the presale event page, the homepage, and the product pages. We also created the visuals for the rewards.
About
La Disparition is a beautiful letter on paper that arrives at your home, in your mailbox, every two weeks. Inside the envelope, you'll find a long narrative, fictional or not, that tells of a disappearance currently unfolding in our world. But that's not all! This text will be accompanied by a postcard illustrating the narrative, a nota bene allowing you to delve deeper into the subject, resonating with the letter, and some rather quirky crosswords. Founded by Annabelle Perrin (Editor-in-Chief) and François de Monès (Publishing Director).
