Panache x Gemeos

Giving an identity to the brand that teaches the art of standing out

Panache is built on a strong core belief: rhetoric is not a decorative skill, but a strategic lever for differentiation. Their brand identity had to embody this exact positioning, bold, precise, and impossible to ignore.

Gemeos worked from the Panache Brand Brief to build an art direction that reflects the essence of the brand: professionally uninhibited. Neither overly corporate nor excessively quirky. A brand that embraces its rare expertise (a PhD in Rhetoric and Persuasion on the team) while remaining accessible and focused on concrete results.

The brand system developed for Panache covers both entities, Panache Rhetorical Branding (strategic B2B) and Parle avec Panache (Rhetoric Academy), with strong visual consistency and enough flexibility to address two distinct audiences. The visual vocabulary was built around key concepts: immersion, engineering, and influence.

Art Direction

Panache sells rhetoric: the art of choosing the word that tips the scales. Their promise is simple: to become the obvious choice in their market. The primary challenge for the art direction was not to illustrate this message, but to demonstrate it, ensuring the agency's work is understood just by looking at a page, even before reading it.

Highlighting as a brand signature

The core design choice is a unique gesture, repeated throughout: electric blue highlights the word that matters. In headlines, it isolates the "obvious" in the middle of a sentence; in photography, it colorizes a single subject amidst documentary-style black and white. This is exactly what Panache does for its clients, stripping away the noise so that only what convinces remains. A figure of speech transposed into a graphic system.

A three-step system

A direction that works beyond the website

The strength of this system is that it can be reduced to a single gesture: a highlighted word, a colorized silhouette. It translates seamlessly to a LinkedIn post, a training slide, or a sales deck, which is vital for a brand whose primary reach happens outside of its own website.

Two possible adjustments. If you only kept one direction, keep the text as is. If you presented two or three, I can add a paragraph contrasting them before "Highlighting as a brand signature," like on Diffly and Sowapi, just let me know the names of the other directions.

And if you want the HTML version ready to paste into the CSV rather than the text, I can generate that for you.

UX/UI for two offerings, one brand consistency

The UX challenge for Panache was to design a site that serves two distinct businesses, B2B Rhetorical Branding and the Rhetoric Academy, without diluting the strength of the main brand. Gemeos solved this challenge with a clear information architecture that guides every visitor to the offer that matches their needs.

The page design was guided by the very principles Panache teaches: message clarity, information hierarchy, and persuasive calls to action. Each section was considered not as an aesthetic exercise, but as a visual sales argument. Enora, a senior designer at Gemeos, designed the mockups in Figma with a complete UI Kit, allowing for fluid implementation across all desktop and mobile pages.

The direct, informal tone of Panache’s positioning, "become impossible to ignore", is reflected in every micro-copy element on the site, creating a user experience that speaks directly to its target audience: CEOs, founders, and CMOs seeking strategic differentiation.

Webflow development for a dual-brand site, one CMS

The Webflow integration for Panache met an architectural challenge: creating two distinct experiences (B2B Rhetorical Branding and the Rhetoric Academy) within a single Webflow project, with centralized content management and a user experience differentiated by offer.

Gemeos implemented a Webflow CMS structure that allows the Panache team to manage their content with total autonomy: blog, client testimonials, academy articles, and offer landing pages. Interactions and animations were developed to reinforce immersion, a fundamental brand value, without compromising performance.

The goal of total autonomy, embedded in Panache’s DNA, which aims to give its clients their freedom back, guided every technical choice. The Webflow training provided upon delivery allowed the team to take control of their site with confidence.

SEO to position rare expertise in a niche market

Rhetoric applied to branding is a rare and differentiating position, it is also a real SEO opportunity for high-intent keywords. Gemeos worked with the Panache team to identify strategic queries and build a sustainable SEO architecture.

Technical optimization covered all the foundations: URL structure, structured data, core web vitals, and H1/H2/H3 tagging plans. The SEO editorial strategy targeted the semantic universe of business rhetoric: branding, copywriting, and brand differentiation, terms that correspond exactly to the searches of Panache’s target CEOs and CMOs.

The metadata for each page was written by applying Panache’s own rhetorical principles: headlines that hook and descriptions that entice clicks. A rare consistency between the expertise sold and its application on the site itself.