A branding or website project unfolds in six steps: the first conversation, exploration, strategy, creative design, production, then launch and follow-up. Here is how the Bonhomme studio leads each of these steps, what the client receives and what is asked of them.
Updated on October 26, 2026
Written by Emmanuel Cruellas, co-founder and design director of Bonhomme.
1. The 6 steps at a glance
| Step | What happens |
|---|---|
| 1. First conversation | Call or meeting at the studio, understanding the need, proposal and quote |
| 2. Exploration | Audit, interviews, market and competitor analysis |
| 3. Strategy | Brand platform or content architecture |
| 4. Creative design | Art direction, visual identity or UX-UI, design system |
| 5. Production and development | Roll-outs, front-end development, CMS integration, testing |
| 6. Launch and follow-up | Launch, team training, results tracking |
2. Step 1: First conversation
It all starts with a call or a meeting at the studio, on the Quai de la Loire in Paris. The founders and the team listen to your ambitions, your context and your constraints: timeline, budget, teams involved. The studio then sends you a detailed proposal, with the scope, the steps, the schedule and the quote.
What you receive: a written proposal, a schedule and a quote.
What the studio needs from you: a presentation of your brand, your objectives and, if possible, an idea of budget and launch date.
3. Step 2: Exploration
Before drawing anything, the studio seeks to understand. Depending on the project: an audit of the brand and the existing site, interviews with your teams and your clients, analysis of your competitors and of the practices in your sector.
What you receive: a summary of the exploration: findings, opportunities, lines of work.
What the studio needs from you: access to your documents and data (site analytics, studies) and a few people available for interviews.
Example: for Le Cèdre Rouge, the exploration relied on many interviews and customer surveys. It laid the foundations for a repositioning that increased the conversion rate by 24%.
4. Step 3: Strategy
Bonhomme turns the exploration into clear choices. For a branding project: positioning, values, tone of voice, brand platform. For a website: content architecture, user journeys, priorities for each page.
What you receive: a brand platform or a site architecture (sitemap, user journeys, wireframes).
What the studio needs from you: approval of the main choices before moving on to creation.
5. Step 4: Creative design
This is the most visible step. The studio's designers develop the art direction, then the visual identity (logotype, typefaces, colours, patterns) or the website designs (UX-UI). Every project is built on a design system, to ensure consistency and keep your teams autonomous. Proposals are presented and refined at regular review points.
What you receive: the creative routes, then the finalised identity or designs, and the design system.
What the studio needs from you: consolidated feedback at each review point, from one person who makes the decisions.
6. Step 5: Production and development
The studio rolls the identity out across every medium (brand guidelines, packaging, social media, print) or develops the site: front-end, animations, WebGL if needed, integration into the CMS (WordPress, Framer or Sanity depending on the project), then testing on every screen.
What you receive: the brand guidelines and source files, or the site in staging for your tests.
What the studio needs from you: the final content (copy, photos) and your test feedback.
7. Step 6: Launch and follow-up
Bonhomme launches the site or delivers the identity, trains your teams on the CMS and tracks the first results. Many clients continue with the studio over the long term: new pages, campaigns, brand evolutions.
What you receive: the live site or all the deliverables, training and a review of the results.
What the studio needs from you: a contact person for training and follow-up.
Example: the TAGHeuer.com platform was launched simultaneously in 17 countries and 26 languages. Its conversion rate rose by 400% from launch.
8. Who works on the project?
The studio's founders, Morgane Urbain and Emmanuel Cruellas, oversee every project and are your direct contacts, supported by designers, motion designers and developers as needed. You work with a stable team, from the first conversation to launch.
9. In summary
A good branding or website project moves forward in clear steps, with a review at the end of each one: understand before creating, decide before producing. At Bonhomme, the same team follows the project from the first conversation to launch, and beyond.
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10. The Bonhomme vision
“A project is often decided in the first few weeks. The more serious the exploration, the fewer surprises at the end.”
Morgane Urbain, co-founder & creative director
“The clients who get the best results are the ones who appoint a single person to make decisions. Clear feedback saves weeks.”
Emmanuel Cruellas, co-founder & design director
FAQ
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Bonhomme supports premium brands and luxury houses, from brand strategy through to the launch of their website, with a dedicated team.
→ Discover Bonhomme's approach to branding
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