Cecile Gaspard

ABOUT

With over 17 years of experience across branding, retail, and digital design, my work brings together strategic thinking, creative direction, and a strong understanding of how brands operate in real-world contexts.

Developed between Paris and Singapore, my career spans collaborations with major international communication groups—including Havas, WPP, and Publicis—as well as independent brands and creative teams.

Over the years, my role has evolved from design execution to creative leadership, with several years dedicated to directing and managing multidisciplinary teams. More recently, I expanded my expertise through training in UX/UI design, strengthening the connection between brand systems and digital experiences.

With over 17 years of experience across branding, retail, and digital design,
my work brings together strategic thinking, creative direction, and a strong understanding of how brands operate in real contexts.

Developed between Paris and Singapore, my experience spans collaborations with major international communication groups, including Havas, WPP,
and Publicis, as well as independent brands and teams.

Over the years, my role has evolved from design execution to creative leadership, with several years spent directing and managing multidisciplinary teams. My background is complemented by recent training in UX/UI design, strengthening the connection between brand systems and digital experiences.

WAY OF WORKING

My work is rooted in collaboration — with clients, internal teams, and creative partners.

Projects begin with context: objectives, constraints, people involved, and level of maturity. From there, I structure the thinking, clarify priorities, and guide the creative process toward coherent, durable outcomes.

Whether working on strategy or embedded within teams, the approach remains pragmatic, flexible, and focused on lasting value rather than short-term execution.

The work is rooted in collaboration with clients, teams, and creative partners.

Each project starts from its context, with a focus on structuring thinking, clarifying priorities, and guiding the creative process toward coherent, long-term outcomes.

HOW to make Brands both thoughtful and alive —
robust enough to last, flexible enough to evolve

to make Brands both thoughtful and alive —
robust enough to last, flexible enough
to evolve

BE collective

To build brands with the people who carry them forward — clients, teams, partners.

BE strategic

To ground every creative decision in its context,
with clear objectives and real constraints.

BE responsible

To consider people, culture, and resources at every step,
with a focus on relevance and sustainability.

BE pragmatiC

To prioritize clarity and usefulness over form,
designing work for real-world situations.

services

BRANDING

Brand strategy & positioning:
Defining the brand’s purpose, positioning, and differentiation, so it has a clear direction, a strong point of view, and a relevant place in its market.
Brand identity systems:
Designing coherent and flexible identity systems that translate the brand strategy into visual and verbal expressions, usable across all touchpoints.
Brand evolution & re-alignment:
Supporting brands through change—growth, repositioning, or transformation—by evolving their identity while preserving continuity and meaning.

CREATIVE DIRECTION SUPPORT

CREATIVE DIRECTION
SUPPORT

For creative teams:
Providing strategic and creative leadership to help teams structure ideas, make decisions, and maintain coherence throughout complex projects.
For established creative teams:
Offering an external perspective to challenge, refine, and strengthen existing creative directions, while respecting the team’s culture and expertise.

let's shape

what's next

Let's talk

ABOUT

WAY OF WORKING

HOW to make Brands both thoughtful and alive — robust enough to last, flexible enough to evolve

to make Brands both thoughtful and alive — robust enough to last, flexible enough to evolve

BE collective

BE strategic

BE responsible

BE pragmatiC

services

services

BRANDING

Brand strategy & positioning:Defining the brand’s purpose, positioning, and differentiation, so it has a clear direction, a strong point of view, and a relevant place in its market.

Brand identity systems:Designing coherent and flexible identity systems that translate the brand strategy into visual and verbal expressions, usable across all touchpoints.

Brand evolution & re-alignment:Supporting brands through change—growth, repositioning, or transformation—by evolving their identity while preserving continuity and meaning.

CREATIVE DIRECTION SUPPORT

CREATIVE DIRECTION SUPPORT

For creative teams:Providing strategic and creative leadership to help teams structure ideas, make decisions, and maintain coherence throughout complex projects.

For established creative teams:Offering an external perspective to challenge, refine, and strengthen existing creative directions, while respecting the team’s culture and expertise.

let's shape

what's next

HOW to make Brands both thoughtful and alive —
robust enough to last, flexible enough to evolve

to make Brands both thoughtful and alive —
robust enough to last, flexible enough
to evolve

Brand strategy & positioning:
Defining the brand’s purpose, positioning, and differentiation, so it has a clear direction, a strong point of view, and a relevant place in its market.

Brand identity systems:
Designing coherent and flexible identity systems that translate the brand strategy into visual and verbal expressions, usable across all touchpoints.

Brand evolution & re-alignment:
Supporting brands through change—growth, repositioning, or transformation—by evolving their identity while preserving continuity and meaning.

CREATIVE DIRECTION
SUPPORT

For creative teams:
Providing strategic and creative leadership to help teams structure ideas, make decisions, and maintain coherence throughout complex projects.

For established creative teams:
Offering an external perspective to challenge, refine, and strengthen existing creative directions, while respecting the team’s culture and expertise.