5e RueVisual identity - Brand content - Corporate website
As much a designer as an agency, 5e Rue is a hybrid structure built to address all the challenges of the social web: business, image, organisation. Four distinct verticals — Brand Strategy, Consumer Experience, Employee Journey, Change & Organization — make up an offering that is both rich and demanding, hard to grasp at first glance. To support their development and assert a premium positioning in their market, 5e Rue called on the branding agency Bonhomme in Paris to redesign their visual identity and corporate website.
Giving legible form to a variable-geometry offering
When a corporate structure brings four distinct areas of expertise together under a single name, the risk is twofold: either the visual identity fades away so as not to upset anyone, or it crushes the specificities of each vertical. For 5e Rue, the question was not only aesthetic, it was strategic. How to build a brand strong enough to be immediately recognisable, yet flexible enough to make the diversity of its services explicit? And how to translate this complexity onto a corporate website without drowning the visitor under an overly heavy architecture, while maintaining a premium level of demand at every touchpoint?
A system of logotypes that speaks in place of text
In Paris, the branding agency Bonhomme chose to make the number 5 the heart of the visual identity. Rather than designing one fixed, unique logotype, the studio develops a modular graphic system where four symbols of expertise graft onto the same base: Brand Strategy, Consumer Experience, Employee Journey, Change & Organization. Each variation of the logotype remains immediately tied to the parent brand while clearly signalling the scope of expertise concerned.
A website built around the projects
The web agency Bonhomme designs the corporate website for 5e Rue as the direct extension of their new visual identity. The interface, understated and minimal, is punctuated by animated navigation around the four symbols of expertise. The UX/UI approach is clear: let the projects speak, structuring access to expertise without multiplying layers of information. Each project presented becomes a concrete demonstration of 5e Rue's know-how, far more effective than a written services page.
A coherence carried through to the workspace
To take overall coherence further, the creative agency Bonhomme also handles the interior decoration and the layout of 5e Rue's Paris offices. Between individual workrooms and multi-purpose spaces, the studio imagines a warm, premium space where each employee is free to settle according to their needs — extending into the physical space the principles of freedom and fluidity that characterise the brand's branding and visual identity.
Results and impact
The system makes it possible to:
- design a modular system of logotypes that instantly clarifies each business vertical;
- create a coherent, premium visual identity despite the diversity of services;
- develop an understated, immersive corporate website that showcases the agency's projects;
- associate each client project with a logotype variation for an intuitive reading of the offering;
- offer a UX/UI experience that extends the visual identity through to the navigation;
- ensure total coherence between branding, digital and interior decoration.
By articulating branding agency, visual identity, logotype, web agency, corporate website and UX/UI, Bonhomme in Paris demonstrates its ability to handle a corporate project in its entirety — from brand to space, from sign to site. The 5e Rue project received seven international awards, including the Awwwards Site of the Day, the CSSDA Website of the Day and the FWA of the Day.
FAQ — 5e Rue
Louis-Marie D.Associate Director - 5e Rue
An identity that truly looks like us! That's Bonhomme's strength: combining attentive listening with creativity.