{"id":1861,"date":"2026-11-05T16:44:54","date_gmt":"2026-11-05T16:44:54","guid":{"rendered":"https:\/\/thibaut-abadie-garcia.com\/?page_id=1861"},"modified":"2026-11-05T16:52:33","modified_gmt":"2026-11-05T16:52:33","slug":"atech","status":"publish","type":"page","link":"https:\/\/thibaut-abadie-garcia.com\/en\/art-direction-portfolio\/atech\/","title":{"rendered":"ATECH"},"content":{"rendered":"
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From 2023 to 2025, I was Communications Officer at ATECH, a French manufacturer of street furniture and urban greening solutions.
This SME visual identity redesign played out on two levels: modernising the ATECH identity,
then leading the rebrand of Les Serruriers du Paysage into ATECH Jardin.
I also supervised the redesign of an e-commerce site, created the 2025 catalogue and designed a 3D stand concept for a trade show.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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INDUSTRY<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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\u2022 Organisation \/ Management
\u2022 Graphic design
\u2022 Communications
\u2022 E-commerce site management
and development
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2023 – 2025<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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ATECH: visual identity redesign for an industrial SME and the ATECH Jardin rebrand<\/h1>\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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A COMPANY READY TO EVOLVE<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
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ATECH wanted to evolve its image, its websites and its sales tools. My work was therefore built around one objective: showcasing the company’s expertise by developing communications that were more consistent, more visible and better structured.<\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Visual identity redesign: modernising ATECH, repositioning ATECH Jardin<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
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An SME visual identity redesign does not always mean starting from scratch. Here, two brands called for two different responses.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t

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ATECH: refreshing without erasing<\/h3>\t\t\t\t<\/div>\n\t\t\t\t
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The aim was to refresh the brand’s graphic expression while preserving its identity and its industrial roots. This led to an evolution of the visual codes and a harmonisation of all materials.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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ATECH Jardin: leading a rebrand<\/h3>\t\t\t\t<\/div>\n\t\t\t\t
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The brand aimed at landscapers and other landscaping professionals needed deeper work. I led the transition from Les Serruriers du Paysage to ATECH Jardin and redesigned its art direction. The goal was to make the brand identifiable as part of ATECH, so that it could benefit from the company’s recognised expertise and quality.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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The 2025 catalogue: adding volume<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
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The catalogue was a central project: the new ranges had to be organised and made visual and easy to understand. It needed to give enough detail about the offer without drowning readers in information. It also had to be easy for the sales team to handle. In short, the document had to be readable, attractive and functional. The stakes were high, because all the other materials flowed from it: technical data sheets, websites, brochures, emails and social media.<\/p>

Across more than 100 pages, information hierarchy, graphic composition and product presentation guided the design.<\/p>

The most visible change concerns how the products are shown.<\/strong> Previously, they appeared only as line drawings, in front and top views: flat views that gave little sense of the real products. I introduced a three-dimensional representation in isometric perspective, so that each product now reads as an object rather than a plan.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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example of the line view previously used in the catalogue and technical documents<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\n<\/div>\n

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example of the isometric line view I introduced across the different materials<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\n<\/div>\n\n<\/div>\n

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Alongside this, I created and improved the technical documents to make the products easier to understand, for both the teams and the customers.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Websites: from project supervision to user experience<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
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ATECH relies on two complementary platforms: the ATECH corporate website<\/strong>, which presents the company’s expertise, products and completed projects, and ATECH Jardin<\/strong>, an e-commerce site dedicated to outdoor landscaping products.<\/p>

I supervised the ATECH Jardin redesign while my manager was away.
This work also involved thinking through content structure,
the presentation of the product ranges, the user experience and the way the commercial offer was showcased.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Multiple communication channels<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
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The aim was to direct audiences to product pages and website articles. Our editorial calendar covered a wide range of events and audiences: the Villes et Villages Fleuris competition, the seasons, municipal elections and trade shows. Each communication action was planned according to the monthly objectives.<\/p>