Logic Design is first and foremost a team. Each month, we shine a light on a member of the #LogicTeam and introduce you to the people behind the scenes. Today, we present Fabrice Renard, Associate Creative Director of the agency.
He remembers his first encounter with the world of design very well. It was rue du Bourg Tibourg, 30 years ago. One day as he’s passing the Town Hall he finds himself face to face with a naked man, running and screaming with a shopping cart. This was not the work of some mad, cocaine-addled maniac, but of ESDI students performing a ‘happening’.
After this, Fabrice decides to find out more about this amazing school and attends an open day where he discovers design and its challenges. It was love at first sight- he ditched his career as a pharmacist and started the course at ESDI “ Though I’m a designer I’m first and foremost a researcher. I’m looking for meaning in things, to craft meaning”.
With his diploma in hand, he set up a branding and corporate identity agency with a friend from design school. Imagine two tech buffs in 24m2 chained to their desks working all night on one 3D rendering, project after project! The adventure lasted for 8 years before moving on to new horizons.
“I wanted to know what it was like in the big groups. I sent 2 CVs to well-known agencies and I was contacted by the Euro RSCG group. “This agency, part of the Havas Group, worked with big clients like Peugeot, Air France etc on large corporate identity projects. The teams were big and kept quite a few designers busy- many of those now head up agencies now. A year and half later the agency got into difficulty.
This is when Fabrice receives a proposal from Logic Design to join the team to fulfil his brand vision towards more corporate and strategic projects. Done deal! He get his teams to look at sports brands: Top 14, Handisport, FF Escrime, etc. With these credentials the agency has managed to bag some big clients looking to bolster their brand leadership.
In parallel with his agency activities , our free spirit is embarking on a master’s degree in general management at ESSEC in order to deepen his strategic insights.
If the profession and the projects have evolved over the past two decades, its philosophy remains intact “You have to know how to be disruptive. All the power of good design is design that follows a logic, but an out of the box creative logic. ”
Fabrice has been helping the agency brands for 20 years to provide them with a coherent multi-dimensional vision, beyond their product. From food brands to sports, spirits, industry, … his curiosity and his creative spirit seem to have no limits. “You’ll get it,” he said to me, heading for his next meeting, “this is all about passion.”
Clémence Lejeune, Communication Manager
Discover other members of the Logic Team here!
Key words : branding agency, design, brand leadership