Behind the Brand: Sebastien Canepa on Crafting Grand Chasseral
Stractis, a communication agency led by Sebastien Canepa, takes branding to new heights with its award-winning project, “Grand Chasseral.” This project, recognized in the 2023 Creative Communication Awards for its excellence in Branding Design, showcases the innovative thinking and strategic execution that defines Stractis. In this interview, Sebastien Canepa reveals the inspirations, challenges, and vision that drove Grand Chasseral to success, reflecting Stractis’s influence on the Swiss communication landscape.
About the Project: Grand Chasseral: Branding Design
Prize: Winner in Branding Design, Branding
Company: Stractis
Lead: Sebastien Canepa
Client: Grand Chasseral
Exploring the Creative Vision Behind Grand Chasseral
1. Sebastien, could you provide a brief background about yourself and Stractis’s approach to communication and design?
Sebastien Canepa: My name is Sebastien Canepa, and I am the creative director of Stractis, a communication agency in Switzerland. We specialize in providing strategic and tactical services in graphic design and marketing for clients of all sizes. What I love most about my profession is the ability to solve our clients’ problems, helping them convey their ideas and showcase their expertise effectively.
2. What was the brief for the Grand Chasseral project that guided its success?
Sebastien Canepa: The brief was exceptionally complex. The region of Grand Chasseral faced identity and political issues for many years, hindering its ability to establish a cohesive identity. This region is renowned for its industries in precision mechanics, watchmaking, chocolate, and cheese production. Our challenge was to create a logo that was non-divisive across different business sectors, simple yet rooted in nature, and forward-looking while embracing cutting-edge technology.
3. What is the inspiration behind the Grand Chasseral brand concept?
Sebastien Canepa: I drew inspiration from several characteristic elements of the region, combining technical and industrial aspects like screw pitch and tap with natural elements like flowers and geographical features such as mountains. The design had to encapsulate the essence of the region in a way that resonated across various sectors.
4. Can you describe some challenges faced during the project and how you addressed them?
Sebastien Canepa: Throughout the creation and approval process, the design had to consider all sectors involved: Tourism, Industry, Agriculture, Culture, and Environment. Balancing these diverse interests was challenging. We approached this by ensuring that each stage of the design process involved careful consultation with stakeholders, aligning the design to reflect a unified regional identity.
5. What sparked your passion for graphic design and communication? How has your journey evolved?
Sebastien Canepa: Like many designers, I was initially drawn to drawing and the artistic aspects of design. My passion grew as I realized the power of graphic design to solve communication problems and enhance audience understanding. After starting my career executing others’ ideas, I quickly aspired to manage the entire creative process, leading me to establish my own agency.
6. How do you stay updated on the latest technology trends, like AI, and their impact on the creative industry?
Sebastien Canepa: I read numerous blogs and subscribe to professional magazines, with social networks playing a key role in staying informed about new technologies. AI, in particular, should be viewed as a valuable tool. While it will change many aspects of life, it pushes us to produce meaningful concepts and highlight our unique creative processes.
7. How do you continue to grow as a designer?
Sebastien Canepa: I dedicate more time to the design and research of ideas, with a focus on enhancing our processes. This ongoing refinement is crucial for maintaining the quality and relevance of our work.
8. What inspires your imagination, and how do you maintain your creativity in daily tasks?
Sebastien Canepa: I immerse myself in a variety of interests, visiting all kinds of museums and reading extensively. This diverse exposure fuels my creativity and informs my design work with new perspectives.
9. Who are your biggest influences or who do you most admire in your discipline?
Sebastien Canepa: As a student in the nineties, the advent of the Internet and digital design programs offered a rich canvas for exploration. I was influenced by David Carson’s work but especially by Ruedi Baur, a Franco-Swiss designer whose ability to create visually and conceptually relevant designs for various sectors deeply impacted my approach.
10. How do you balance client needs with your personal style?
Sebastien Canepa: My hallmark is a deep understanding of my clients’ needs and desires. I create tailor-made designs that precisely align with their vision without distancing myself from my personal creative perspective.
11. What does receiving a Creative Communication Award mean to you and your team?
Sebastien Canepa: This recognition enhances our visibility and serves as a continual source of inspiration for future projects. It reinforces our determination to maintain the highest level of creativity in our work.
Grand Chasseral: A Case Study in Unified Regional Branding
This conversation with Sebastien Canepa reveals the strategic depth and creative ingenuity behind the Grand Chasseral project. Through a delicate balance of cultural, industrial, and natural elements, Stractis successfully established a cohesive identity for a region steeped in tradition yet poised for the future. The Grand Chasseral project not only eshowcases the agency’s expertise in branding design but also sets a benchmark for regional branding in Switzerland and beyond.
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Grand Chasseral – More:
Grand Chasseral – Project Details
