Communicate who you are, without overdoing it. Branding is not about shouting louder, but making your promise readable and credible. We lay the foundations: brand platform, tone and key messages, identity principles (logos, styles, grids), then build a visual system your teams can maintain. We prioritise consistency and clarity: a useful charter, concrete guidelines, examples applied to real assets (website, app, campaign, internal docs) — not disconnected mockups. Creation is informed by user research when relevant (perception, expectations, context), and we confront assumptions early through prototype-testing: navigating a showcase site or onboarding tunnel tells more than a poster. UX Design plays a key role here: the user experience must carry the brand story, not disrupt it. An accessible, lean interface reinforces impact for everyone and simplifies maintenance. To avoid debt, identity is directly linked to the Design System: tokens, components, patterns, and editorial rules. This is where branding accelerates delivery, front/back, without losing uniqueness. With the tech hub, we connect the chain: optimized assets for sustainable web performance (formats, compression, budgets), DAM/CRM integrations via API automation, image pipelines, and CI/CD safeguards to maintain quality. Accessibility compliance (contrast, sizing, alternatives) ensures a truly inclusive identity. For consulting, we articulate strategic framing (goals, audience, KPIs), clarify product governance (who decides what, who maintains the charter, versioning), and plan training-sensitisation to spread best practices (logo use, accessible writing, asset management). Outcome: a brand that is aligned, alive, and lean, accelerating production without losing its uniqueness.