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An identity as playful as a deck of cards

The river dividing Lyon offers up endless possibilities for creative interventions involving nature, art, and leisure. In 2013, the “Rives de Saône” project was launched to renovate the riverbanks. We created an accessible visual identity that embraced the energy and interests of the various groups involved in the renovation, which included municipalities, urbanists, artists and citizens.

Rives de Saône encompasses a 15 km stretch of walkway that runs along the waterfront. The project’s aim is to return the river to the citizens of Lyon while reconnecting them to nature in the process. Our challenge was to capture the whole undertaking in a single image that informs and seduces the public; an image that can evolve with time (the plan is to renovate 50km).

Anne Mortier, Office Manager

We came up with the idea of using the Myriorama, an old card game, as a reference for the identity. In it, one can shuffle tiny picture cards to create a variety of imaginary landscapes. Along the Saône, this proverbial shuffling of our “cards” achieves the same effect, thanks to the continuous horizon.

Thierry Brunfaut, Creative Director & Partner

To create a Rives de Saône game of cards, we had to take pictures of the riverbanks. For three days, we cruised along the lovely river with Régis Golay of Federal studio and Cédric Widmer.

Anne Mortier, Office Manager

The result feels like you are holding the entire river in your hands. What’s really nice is the infinite landscapes and different graphic possibilities that complement them. Some cards contain only letters, others illustrations, still others works of art. The endless card format invites you to travel while standing still.

Anne Mortier, Office Manager

This is Jérôme Sans, co-founder of Palais de Tokyo in Paris, and curator of the project. Jérôme is known for being a non-traditional curator; a cultural agitator who pioneers new ways to approach and discuss contemporary art.

Anne Mortier, Office Manager

Henri Draws has interpreted the artworks along the riverbanks and made beautiful illustrations that enrich the visual identity.

Anne Mortier, Office Manager