Moon x Gemeos

Art Direction

Moon is the AI brand created by DFM, a French multi-service group spanning IT, telecom, printing, and security, and recognized for more than 20 years. As artificial intelligence took off, DFM launched Moon to make AI accessible, practical, and useful for SMBs, no jargon, no unnecessary complexity.

The name hits hard: the conquest of the Moon as a metaphor for the technological leap AI represents for businesses, a symbol at the heart of the art direction. Moon guides you through the dark, where everyone talks about AI without really understanding what it is, Moon helps SMBs move toward concrete, profitable use cases.

Visual Identity

Maxime built a clean, premium identity with a pop of bold color, a direct reflection of Moon’s positioning: expert without feeling intimidating, innovative without feeling out of reach. Modern sans-serif typefaces, generous spacing, and a stripped-back palette bring the promise to life: AI that feels clear, readable, and human.

The subtle link to DFM’s visual world, keeping the group’s consistency intact, stayed in place, while giving Moon its own identity: more premium, more minimal, and clearly distinct from overly corporate AI consultancies or overly cold SaaS tools.

UX/UI Design

Moon’s UX design had to speak to a very specific audience: SME leaders, CFOs, CIOs, and HR directors aged 35 to 55. They care about innovation, but they’re not fluent in AI jargon. The challenge: project expertise without intimidating them.

Information Architecture

Maxime structured the site around Moon’s core promise: a 100% results-driven approach. The architecture answers the questions SME decision-makers actually ask: "How will AI help me in real terms?" → "How much will it cost?" → "Who will guide me?" → "How do we finance this investment?"

The 4 Pillars We Highlighted

Moon’s four services, Funded AI Audits (BPI, OPCO), Real-World Use Cases, Certified Custom Training, Consulting & Integration, each got their own place in the navigation, backed by concrete proof points (ROI, time saved, measurable results) to win over pragmatic decision-makers.

Webflow Build

The Moon site integration (moon-ia.fr) covered weeks 6 through 8 of the project, which launched on September 26, 2025. The site was built in Webflow to give the DFM/Moon team full ownership of the content, essential for a brand that needs to publish case studies, testimonials, and educational resources on a regular basis.

CMS and Dynamic Content

The Webflow CMS structures client case studies, testimonials, and educational resources, core assets in Moon’s sales strategy, which relies on proof through real-world examples to win over SME leaders.

Training and Handover

The go-live phase (week 9) included full Webflow training, handing the keys to the site over to the Moon team for immediate independence on every content update.

SEO

Moon’s SEO strategy was built around a market in the middle of taking shape: SMBs looking for hands-on support with artificial intelligence. Search volume is growing fast, and commercial intent is strong on targeted queries.

Strategic Keywords

Alex focused the strategy on high-intent searches: "AI audit for SMBs," "AI training for companies," "AI consulting for SMBs," "AI use cases," along with funding-specific queries ("AI training OPCO," "AI audit BPI funding"). These searches capture decision-makers who are ready to act, not just browse.

Sector-Specific SEO Architecture

Moon’s SEO architecture positions each business sector, industry, services, retail, as a dedicated landing page, with its own use cases, benefits, and target queries. Organization, Course, and LocalBusiness structured data were implemented to maximize visibility in rich snippets.

Authority and Credibility

Moon’s SEO draws on DFM’s built-in trust capital, 20+ years in business, established SMB clients, to build strong domain authority from day one. Training certifications (France Compétences, OPCO) send powerful trust signals to search engines and reinforce the expert positioning.