Proxem has an existing identity, built up over the years with its clients and teams. The redesign cannot start from a blank page — it has to build on what already exists, refining it, strengthening it, making it premium. The challenge is subtle: how to modernise a tech startup without falling into the sector’s fleeting visual trends? How to build a visual identity strong enough to stand the test of time, without chasing the trends of the moment? The answer lies in simplification — a work of creative distillation that seeks the essential rather than the effect.

The branding agency Bonhomme in Paris works the Proxem logotype in depth. The existing symbol is simplified, refined, made more legible and more versatile. The visual codes adopted — palette, typography, proportions — are designed to withstand trend cycles and avoid premature redesigns. This premium art direction visually conveys the startup’s values: rigour, precision, intellectual ambition.

The new visual identity is rolled out across the full range of communication materials — business card, sales brochure, digital media — maintaining total consistency across every touchpoint. Each application reinforces brand recognition rather than diluting it.

The redesign of the corporate website for Proxem was guided by two watchwords: simplicity and clarity. The web agency Bonhomme designed a structured, airy UX/UI that establishes a legible hierarchy of the company’s areas of expertise. The restraint of the animations guides attention without disrupting comprehension of the content — every interaction is functional, never decorative. The result is a corporate website that puts humans at the heart of a complex technology, making it accessible and appealing to non-expert decision-makers.

The simple, clear interfaces built with the startup’s new identity are designed for optimal readability across every device, whether mobile or desktop. For a B2B startup whose clients often discover the offering while on the move, this rigour is a necessity. Every screen reflects the same premium standard as the desktop version.

The project makes it possible to:

- simplify the logotype and visual identity to build a premium, timeless brand identity;
- roll out the brand identity across the full range of communication materials with total consistency;
- design a clear, animated corporate website that showcases Proxem’s technological expertise;
- develop an intuitive UX/UI that puts humans at the heart of a complex technology;
- position the startup as a credible, premium player with major accounts.

By bringing together branding agency expertise, visual identity, logotype design, corporate website and UX/UI, Bonhomme in Paris demonstrates its ability to support a tech startup’s move upmarket with the rigour and elegance of an established house. The Proxem project earned an Awwwards Honorable Mention and a Behance Best of Behance.

Bonhomme did a remarkable job of creation and was force of proposal to make clear our offer. Putting humans at the heart of our artificial intelligence technology was a nice challenge that Bonhomme was able to take up with brilliance.