Domain
Creative Event & Training agency
Period
2017 → 2025
Follow up
From the early brand creation to a maturity rebrand
Role
- Brand
- UX/UI
- Illustration
Achievement
- Brand design
- Website
- Visual creation / art direction
La Belle Boîte is a French creative agency built on theatrical improvisation. They are “seriously funny,” crafting playful yet effective workshops, games, and experiences to energize organizations. By mixing humor with serious goals, they inspire collaboration, creativity, and team spirit—helping people connect, engage, and grow together with authenticity.
The Useful Discomfort
We borrowed this concept from the world of improv. We picture it as a mischievous little furball. It pleases some, unsettles others, and even repels at times. But it always provokes, challenges, and opens new paths.
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Fluffy!
Inspired by Disney’s Monsters, Inc., we’ve embraced the idea of using laughter instead of fear. We’ve transposed this principle into HR: humor as a driving force for engagement, trust, and collaboration—because when people laugh together, they build stronger, more resilient organizations.
3D Fur: PictoFilmo
Headshots: Sarah Scaniglia
Brutalist typefaces are bold, raw, and deliberately unsettling. In La Belle Boîte’s world, they mirror “useful discomfort”: breaking habits, provoking attention, and sparking creativity.
Paired with playful design, they embody the “seriously funny” spirit—serious in form, humorous in use—perfectly translating improvisation’s authenticity into a strong, distinctive visual language.
Website
We've been crafting easter eggs and absurd content designed purely for entertainment. Like improv, it thrives on surprise and playful nonsense.
Umbrella brand
A modular brand rooted in improv, around a unique pictogram offering four core specialties—events, video production, facilitation, and training.
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other medias
La Belle Boîte’s branding also lives in commercial proposals, where playful design reflects their improv roots, and in numerous films and motion designs that amplify their voice.
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The early brand
It's always interesting to look at a brand evolution:
The original logo already sported this 'burst' icon, playing on the classic and sometimes cheesy promotional tropes you'd see for laundry detergent or discount brands.
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Vintage burlesque
It borrowed more from a vintage aesthetic with the addition of 50s-60s photos, made quirky by vibrant colors.
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Clients are saying
Antoine Lambert
Co-founder
—
La Belle Boîte
Jean-François supported us from start to finish: brand and needs analysis, brand design, website architecture design, and graphic design.
What's great about Jean-François is that he is as fertile in crazy ideas (which was our request) as he is in valuable advice.
