Anne-Caroline Paute
Anne-Caroline Paute
ART DIRECTOR / FOUNDER OF BUREAU 142
Paris, France
www.bureau142.com
Instagram @bureau142
Facebook
WHAT DO YOU DO?
“BRANDING. I help brands to build their own identity with a global approach. More specifically, it can be Logotype/Visual Identity but also Packaging, Print, Product design, Website, Commercial Architecture, Photography.”
Let's compare a brand identity to a face (I can't find a better example right now !), it's not only the eyes, it's also the nose, the mouth, the ears, the color of the skin, the shape of the face, the hair and so on...
WHAT STEPS DID YOU TAKE TO GET TO WHERE YOU ARE NOW?
I guess the first step was the day of my birth, the first time I opened my eyes. And then, more technically, my first step was to study at "Ecole des Arts Décoratifs - France" where I've acquired all the basics. Then I started improving those skills and knowledge at Design Agencies in Paris. After 10 years, I've decided to "jump" and open my own agency, looking for more creative freedom.
FOR OTHER PEOPLE IN YOUR FIELD, WHAT DO THEY USUALLY LACK?
In our field, there is a high level of competition. I won't focus on the lack of others, we all just have different way to "look" and express our ideas. But I guess the most important thing that this job requires, is to know how to LISTEN your client.
WHAT ARE YOU WORKING ON RIGHT NOW?
I am currently working on a new retail concept with an iconic Parisien department store.
WHAT'S YOUR STYLE/PERSPECTIVE/TASTE? DO YOU HAVE A PROJECT THAT REPRESENTS THIS?
I don't think that I have a specific style, when your job is to build a Brand identity, I guess your style is not supposed to be detected. The mission is to create a new "style" each time, that will perfectly fit to the brand. But what I always have in mind, is trying to be the more relevant and respectful of the Brand's history.
WE ARE ALL SLASHIES WITH MULTIPLE SKILLS, WHICH ONE DO YOU WISH YOU COULD DO MORE OFTEN?
Surfing ! Living in Paris, it's quite difficult to practice regularly but if Kelly wants to take me on a Pipeline trip, I'm in ! More seriously, I guess it would be Photography, that's my secret garden.
WHAT IS FRUSTRATING YOU RIGHT NOW?
Time. In many ways, we don't use it as we should anymore. Nowadays, short term vision outweighs the long ones (or even the middle one), because of immediate profitability needs. I believe sometimes, specifically when you work for a new brand, long term thinking can be more relevant and profitable.
IF YOU COULD HIRE SOMEONE FOR $20/HR, WHAT WOULD YOU HAVE THEM DO TO MAKE YOUR DAY EASIER?
Someone to answer my mom when she calls me because of a Computer, Iphone, Internet problem ! (Mother, if you read this, i love you)
LET'S BRING OUT THE TIME MACHINE. WHAT DO YOU WISH YOU COULD HAVE TOLD YOURSELF, WHEN, AND WHY?
Well, I prefer to look ahead ! So right now, I am telling myself "find the best answers you can to these questions so you can find cool projects with American brands !"
IF YOU COULD TALK TO AN EXPERT TO GAIN MORE INSIGHT ON SOMETHING, WHAT WOULD IT BE ABOUT?
I would call Raymond Loewy and ask him to teach me how to be a genius !
WHAT KIND OF OPPORTUNITIES/PROJECTS ARE YOU LOOKING FOR?
Ideally, I'm looking for a real collaboration more than a one shot project. And I guess it can be a more rewarding experience for both the client and me. I like to work with a global approach which also helps the brand to spread a consistent message. A brand identity, is not only a logotype, it's also a website, a shop, packaging, a photography campaign etc... When you do art direction, your job is to develop one idea on all the "supports" of the brand.
DESCRIBE YOUR IDEAL JOB/CLIENT/COLLABORATION.
I guess we will all answer the same way, and I would lie to you if I said I've never wish to find that "ideal" client/job/collab ! So ok, first, it would be Trust, then speaking about the ideal client, right now we are living in very ... "complicated" world, and I truly believe that we all can do something (and have to) to "make the world a better place". We all know the power of Brands, from my point of view, Brands have ethical duties now. They can make a big change, by being more transparent, pay attention to where they produce, less margins and sometimes not to play the speed game imposed by the new communications networks. Some brands have already started this (r)evolution, some are conscious but they don't really know how to do it. Well those are the brands I love to work with and that's my part of "making the world a better place".
WHAT IS YOUR HOURLY RATE, RETAINER, OR SALARY RANGE?
Bureau 142 doesn't work with hourly rate, in our job it's very difficult to do so. Each project is different as each brand is, but of course, if you want a relevant and good creative project, we all need to have "win-win" financial agreement.
HOW SHOULD SOMEONE APPROACH YOU ABOUT WORKING TOGETHER?
Of course a specific brief is useful, but don't forget the "human" part of the job ! A lawyer always asks his client not to lie to him (I mean, at least in all the movies or series I've seen !), Well I guess I work the same way. The more sincere the relationship is, the better we do our job. So if it feels right to you to send me a crazy .gif, please do, it will probably make my day !
HOW DO YOU STAY CREATIVE?
Goodwill.
Last one, Who's on your go-to squad?
Romain Sellier - fashion photographer
Paul Rousteau - photographer
Audrey Guimard - set designer
All of them have develop a very personal and creative identity through their work, and I admire that, and they are my friends so...!
This member profile was originally published in October 2016.