Responses by Emmanuel Cruellas, cofounder/creative director, Bonhomme

Background: We created a corporate website for major French fashion shapers JY BH Group, founded by founder Jean-Yves Bohère. The site aims to explain why the JY BH group is outstanding and why fashion brands should work with its companies. The site is targeted at French fashion houses and new fashion designers that need support.

Highlights: The content. Pictures, videos and the typography are the main graphic elements. Using only black and white, the content gives the site design its colors.

Challenges: Creating content and an identity that could help the JY BH Group attract its clients without creating too strong an identity. JY BH often deals with fashion art directors even though it’s not a group of creatives.

Favorite details: That we’ve managed to create a great identity. We had to design both the group logotype and ones for each of the individual companies. We’ve found a way to use the same graphical codes while creating different logotypes.

Navigational structure: We’ve tried to design the simplest navigation. We avoided making an endless homepage with content that users wouldn’t care about. The website focus on its target goal: to get people to discover what the JY BH group is, and make them get in touch with one of its companies.

Technical features: We wanted to bring the site to life. A rippling company flag creates an opportunity for user interaction on the homepage. Depending on where users place their cursors, the light and reflection smoothly change on the waves in the background fabric.