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Reflex Group is an international boutique agency with offices in London, Paris, New York, and Shanghai. Established in 1988, Reflex Group works with beautiful brands from strategy and creation to production and execution, both online and offline, with a constant passion for excellence.
We believe that creativity and strategy work hand in hand, luxury is in the details.
AREAS OF EXPERTISE:
Design: art direction, brand identity, brand guidelines, tone of voice, web development, print & packaging
Strategy: digital, social, events, marketing
Advertising: concept & direction, film, execution, media placement
PR: brand consulting, event production, talent management, image consulting
Social media and influencer marketing: social media activation and animation, macro and micro influencer management, content creation, paid media
Beauty and fragrance: L'Oréal Group - Puig - Ralph Lauren Fragrance - Essie - Mamonde - Innisfree - Malin+Goetz - Fenty Beauty
Fashion and Luxury Goods: Ralph Lauren - Shang Xia - Guy Laroche - Louis Vuitton - Patek Philippe - Ferrari - De Beers - Vuarnet
Gourmet, Wines & Spirits: Peroni - Moët et Chandon - Laurent-Perrier - Valrhona - Try The World - Saristi
Tech Industries & Medias: Pantone - Air France - Sony - GQ - JCDECAUX - Arjowiggins - DXO - Google
Hospitality: Sofitel Luxury Hotels - Ecole Hotelière de Lausanne - French Ministry of Tourism
We are active in different sectors
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Check the latest works made for our clients
One in a MillionMay 2017May 2017
One in a Million
We created a campaign to celebrate L'Oréal achieving one million followers on LinkedIn.
As well as a video interviewing some of the L'Oréal employees asking them what makes them one in a million, a logo and mini-site were created where people could upload their selfies and share what makes them one in a million.
We designed internet banners and a custom hand drawn font to make the project more unique.
FerrariMay 2017May 2017
We created digital promotions to launch the Ferrari Financial Services Program. This involved an integrated campaign of test drives taking place across North America. The digital call to action aimed at High Networth Individuals who are not yet Ferrari owners with the opportunity to test drive the latest model: The California T.
EssieMay 2017May 2017
Since its acquisition by L'Oréal in 2010, we have worked with Essie on numerous communication assets and strategies. We create compelling assets for the brand's DMI and US departments, helping to position Essie as the leading brand in nail polish.
We provide creative direction and conception by photographing and art directing product and texture shots used in press materials across the globe. Additionally, we produce and manage key aspects of the Essie digital portfolio including the internal communications website, Fashion Week digital essentials, animated invitations, e-newsletters and more. We produce weekly social media posts and monthly newsletters which are utilised by Essie's global markets. These posts gather international likes and follows through Instagram, Pinterest and Facebook.
Photographer: Kevin Cremens
Agent ProvocateurMay 2017May 2017
The luxury lingerie brand wanted to enhance their in-store consumer experience by offering clients a way to explore their designs when products were either unavailable in-store, or needed further elaboration owing to the intricacies of their design. Due to the intimate nature of the stores, showcasing all items from the range is not always possible, thus the brand needed a way to virtually introduce clients to garments without compromising on the bespoke, luxury experience expected.
We designed and developed a tablet application which gave Agent Provocateur sales staff the ability to access all lingerie lines and guide clients through the range. The app displayed the beautiful lingerie pieces on models and incorporated a zoom function to allow customers to explore the designs in more detail. Customers were also given the chance to ‘shop the range’ or ‘share’ the image if they wanted to buy, save or share their favourite designs. The application was consequently rolled out in Agent Provocateur retail locations worldwide.
RebrandingJune 2016June 2016
Luxury business development and marketing agency Adoreum Partners needed to reassess their branding and communication tools. They wanted to modernise the look and feel of the brand and carve out a strong position in the luxury sector. Our aim was to transform the brand’s identity into a bold and credible presence that resonated with the values of their luxury client base and garnered respect from industry peers. The idea behind the redesign of the brand logo was to create a modern yet elegant marque that would stand out in the industry. The "A" was redrawn to express confidence and drama, and would be strong enough to standalone as the distinguishing signature of the brand. Using the strength of this motif we designed a series of sophisticated patterns, that communicate the brand’s identity and fulfil an aesthetic dimension and brand guidelines. The new identity would be complemented by a reformed company website that did away with text-heavy and outdated formats and instead drew upon visual content as a means to communicate the brand’s message. The website was designed with the Responsive Design rules in mind so that the layout remained consistent across all platforms - from desktop to mobile. The grid design was a minimalistic and sophisticated approach and let the content speak for itself. It used the attributes of visual-led content to communicate in a digestible but in-depth way, and adhered to the rigorous aesthetic standards as laid out by the luxury sector.
PhotoshootJuly 2016July 2016
De Beers came to reflex for the digital launch of the Talisman Collection, including strategic thinking, photo-shoot, website design and social media activation. The concept was based on one strong idea: every woman has a refined side and a wild side, both of which being reflected in the Talisman Collection. Three influential women were selected to embody this Wild or Chic concept in a photo-shoot. The pictures then got revealed on the dedicated Talisman webpage designed by reflex, and the Wild or Chic concept inspired the hashtag #wildorchic.
FilmJuly 2016July 2016
reflex devised two films for La Cité du Chocolat by Valrhona, located in Tain l'Hermitage in France which opened in the summer of 2016. The first film tells us about Valrhona's story; its secrets, its heritage. The whole film focuses on a magnificent chocolate art piece. The second film is sensational, the spectators are immersed in the heart of chocolate; from the cacao tree until the chocolate squares.
We also created a campaign for summer 2016 which aimed at bringing people to La Cité du Chocolat. "Destination Chocolat" made people dream about a faraway and exotic place which is revealed to be entirely chocolate.
BrandingJuly 2016July 2016
The historic French lace-makers federation first came to reflex for a new visual identity. Using the strong heritage of the brand as a starting point for inspiration, reflex focused on glamour and sophistication to reinvent the logo and create new brand guidelines for all marketing collateral. In need of a modern website to integrate this new identity, Dentelle de Calais-Caudry trusted reflex again for the entire design and development of it. The result is a state-of-the-art responsive website that reflects the savoir-faire and elegance of the label.
BrandingJuly 2016July 2016
Responsible for the branding and visual identity of this innovative design company, reflex took part in the initial conversation about strategy and positioning. Upon defining the brand, Reflex designed the entire visual identity, which had to reflect innovation, technology but also nature as a primary inspiration. The result includes logo, stamp, key advertising visuals, marketing collateral and website design templates.
EventJune 2016June 2016
Capitalising on the buzz during the Olympic Games, Atout France rented a space in Club France at the Old Billingsgate building. The France Tourism Development Agency gave us “carte blanche” to organise a 2-day and 2-night unique event to remember. Our aim was to create a place for guests to relax in the French "art-de-vivre" watch the Games, and enjoy the best France has to offer. Within Club France we built an opulent screening area reminiscent of vintage style cinemas, and curated a photography exhibition showcasing French landcapes, architecture and culture. Visitors to the event were also treated to French Champagne and petit-fours while they watched the Games or socialised with other guests. As a souvenir of their unique experience at Club France, guests were invited to step into a photo-booth and pose with fun accessories against the backdrop of iconic French destinations.
BrandingJune 2016June 2016
We were approached by the brand shortly after the conception of its identity with a request to design the rest of its communication tools, including the website, digital collaterals, brochures, flyers, and advertising. We then suggested that they rework their branding as we noticed a discrepancy between their visual identity and positioning. Their identity was outdated and incapable of communicating the brand’s message; the retreat was at risk of disassociating with the premium industry and its potential clients. Our approach was to create a brand identity that would simultaneously show off the company’s impressive professional acumen, and highlight the luxury nature of its wellbeing offer. The new identity served to show the symbiotic relationship between the two, and emphasise the integral role they played in making Mermaid Maternity Retreat so special. The new logo drew on the past tropes of the last by creating a symbol inspired by the nurturing bond between mother and baby. Our carefully chosen colour palette, used across all brand collaterals, weighted equal importance on both sides of the company serving to reinforce the link between the brand’s expertise and its commitment to care.
BrandingJune 2016June 2016
In 2011 the luxury hotel the Sofitel St James announced the launch of its new restaurant as a move away from traditional brasserie-style hotel dining. The new restaurant concept was designed around a fusion of French and British cuisine served in the backdrop of a quirky, yet elegant 1920s inspired interior. Our aim was to construct an identity that remained coherent with the overarching values of the hotel group, and develop the restaurant’s own personality. In our approach we combined the Sofitel values of sophistication, modernity and luxury, with the idiosyncratic charm of the restaurant’s iconic location in Pall Mall. We put the restaurant’s most distinctive feature, its unusual interior balcony, at the heart of the new identity and used it as the restaurant’s icon. The Balcon’s finished identity incorporates a sense of refined French modernism with the quirky yet elegant charm of Britain. To complete the visual identity work we created collaterals including the restaurant and bar menu.
App designJune 2016June 2016
The luxury lingerie brand wanted to enhance their in-store consumer experience by offering clients a way to explore their designs when products were either unavailable in-store, or needed further elaboration owing to the intricacies of their design. Due to the intimate nature of the stores, showcasing all items from the range is not always possible, thus the brand needed a way to virtually introduce clients to garments without compromising on the bespoke, luxury experience expected. Our approach was to design and develop a tablet application which gave Agent Provocateur sales staff the ability to access all lingerie lines and guide clients through the range. The app displayed the beautiful lingerie pieces on models and incorporated a zoom function to allow customers to explore the designs in more detail. Customers were also given the chance to ‘shop the range’ or ‘share’ the image if they wanted to buy, save or share their favourite designs. The application was consequently rolled out in Agent Provocateur retail locations worldwide.
Creative directionJune 2016June 2016
In order to gain more brand awareness, attract a younger demographic and ensure successful international development, the premium perfume brand recognised the need to reinvigorate its brand identity and the way it communicated. In the middle of a brand overhaul, Reflex was asked to step in and take creative direction of the brand. In the first stage of our approach, we devised a clear and tactical brand strategy to ensure that the brand maintained a homogenous identity during all communication activities. For this, we redesigned all company tools including brand guidelines, corporate documents, training guides, brochures and press releases. Miller Harris was consequently able to communicate in a consistent manner and thus meet its earlier objectives concerning expansion and awareness. We were also asked to devise a series of new product launches, for which our responsibilities spanned from taking creative direction on photo-shoots, ads, videos and digital tools (banners, newsletters), to visual merchandising in locations such as Miller Harris boutiques, Harrods and Selfridges.
Print and eventJune 2016June 2016
Print and event
Reflex was commissioned by Peroni Nastro Azzurro (SAB Miller group) to increase the awareness of the premium Italian beer in France. Peroni Nastro Azzurro, a fervent believer in Italian values and traditions, wanted to glorify the nation of style and elegance, and its way of life. Reflex devised a unique experience, called "Il Gusto dello Stile", a tribute to the effortless Italian style. It started by an event, La Bella Giornata, where fifteen bloggers and influencers were invited to experience Italian lifestyle during one day in Paris: Italian lunch with fresh produce direct from Italy, a visit to a luxury Italian tailor, a cocktail masterclass with Peroni Nastro Azzurro, and, as a grand finale, a tour on a Vaporetto on the Seine, with an aperitivo around the famous beer, as well as Italian happenings throughout the journey. A Style guide in partnership with GQ was created and dedicated to the Italian way of life, fashion, gastronomy, drinks, and culture. Some digital activations and print ads were the finishing touches of the operation.
PhotoshootJune 2016June 2016
The prestigious Champagne brand came to us with the concept of offering customers a special on-trade promotion for Valentine’s Day. Upon purchasing a glass of Moët Rosé Impérial, customers would also be treated to an iconic Rose de Reims biscuit in participating bars and restaurants. In our approach we designed an elegant display that was used throughout the course of the promotion to showcase the products. For this, we directed a photo-shoot of the Champagne and Rose de Reims biscuits, and created copy for all facets of the campaign. Our aim was to communicate the offer in a clear manner that also conveyed the luxury credentials the Champagne house is famed for.
EventJune 2016June 2016
Reflex devised a global event concept to celebrate the launch of the Laurent-Perrier Cuvée Millésime Alexandra Rosé 2004. Taking place simultaneously in 7 different Sofitel Hotels around the world (London, Paris, Marrakech, Rome, New York, Rio de Janeiro and Brussels), each event was organised as an intimate dinner party. Just 10 guests were invited from a select pool of journalists, bloggers and influencers, to enjoy a bespoke menu complemented by Champagne pairings from Laurent-Perrier. Prior to the event, Reflex produced a film unveiling the new Cuvée that was shown at each event location. Reflex also photographed each event for follow-up marketing and PR opportunities.
BrandingJune 2016June 2016
Marie-Lou&D has been a beautiful project managed by the managers of Jean Claude Biguine. I have been asked by the CEO of Reflex London in NY, to create a full identity for this new trendy beauty salon opening in the heart Soho in NY.
The approach to the opening of this beautiful brand has been fresh, trendy, chic and very organic. I have been in charge of the project from brief till realisation (logo, illustrations, mood boards, look & feel). With the overview of Luc Besnier (CEO) in NY, we achieved a very unique style.
The opening has been a success.
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