Launching the ORIGINAL range
ORIGINAL Thermostat Launch
Art direction and leading the creative team for a double product launch, from advertising to the installation journey.
At a glance
- Context
- Netatmo launches its smart thermostat, in wired and wireless versions, and its smart radiator valve: the first products of the ORIGINAL range.
- My role
- Creative Lead: art direction and templates, team organisation, creating and delivering the assets
- Team
- A team of 4, which I coordinated
- Year
- 2026, about 3 months
Netatmo at a glance
Netatmo designs smart home devices, grouped into 3 worlds: security, comfort and energy. Founded in France in 2011, the brand joined the Legrand group in 2018. I worked there from 2014 to 2026, as a Graphic Designer and then Lead Creative Designer.
Learn more →01 · Art direction in line with ORIGINAL
A mid-range world which, at Netatmo, comes close to premium: contemporary interiors, a corporate yet innovative tone. Above all, continuity with the ORIGINAL range created during the segmentation: its beige background, brought to life by geometric shapes that hold the lifestyle photos.
Show, then explain
- The packshot: the product up front, the app in support.
- The lifestyle: the product in a real home.
- The explanation: text and icons, as simply as possible.
Where this art direction comes from
Three ranges, one brand
The ORIGINAL range and its codes, created in 2025.
02 · Organising production as a team of 4
Three graphic designers, more than 10 stakeholders and 4 languages: everyone needed a clear framework to move forward without waiting on each other.
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Frame
Finalise the briefs with the product, marketing, e-commerce and CRM teams.
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Create
I create the art direction and the templates.
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Roll out
The 3 graphic designers adapt by channel, according to their skills; one of them creates the video templates, with my approval.
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Track and approve
A detailed tracker for the team, a summary tracker for the whole company, a weekly check-in, and 2 or 3 assets approved before any roll-out.
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Deliver
Packaging first, in about a month, then the digital campaign, in two months.
Who I worked with
- Product Marketing Manager
- R&D Product Manager
- Website Product Owner
- Amazon Project Manager
- Acquisition Project Manager
- Channel Marketing Project Manager
- CRM Project Manager
- Social Media Manager
- Content & Translation Manager
- VP Marketing
- VP Sales
03 · Delegating the photo and video art direction
I entrusted the art direction of photos and videos to a member of my team: packshots, lifestyle photos and tracking-shot videos. We built the moodboard together, in line with previous shoots: a premium yet warm image.
04 · Steering the product video
A motion design video introducing the ORIGINAL Thermostat, produced by an external studio: first a long 16:9 version, then short formats for social media and Performance Max.
My role
- FrameChoosing the studio, the brief and the script.
- DirectThe art direction, moodboard and visual assets, then feedback on the storyboard and the animation, up to the long version.
- DelegateThe follow-up of the short formats, after approving the first ones.
05 · A launch across the whole customer journey
Each asset answers a moment of the journey: discovering the products, choosing them, then installing them.
Discover
Making the products known: Meta and Google Performance Max ads, in several formats.
Choose
Explaining quickly what the products do: image galleries for online stores and Amazon pages.
Install
Making every step obvious, from the box to the app: a video tutorial of the whole installation on YouTube, reused step by step in the online installation guide. See the focus ↓
06 · Illustrating installation, with the product managers
A smart device is judged from the moment it is installed. The online installation guide had already been proven on other products: the product managers adapted the steps and texts, then briefed me. Beforehand, the product managers and I had briefed a long video of the whole installation (available on Netatmo's YouTube channel); once it was delivered, some of its shots were cut out to illustrate each step of the guide, before the app is even downloaded, along with photos and illustrations.
The product managers
The journey, the steps and the texts, and the brief for the long video with me.
Me
The brief for the long video with the product managers, then its shots for each step of the online guide, along with the photos and illustrations.
What I take away
This launch was the first real-life test of the segmentation: I could check that the codes created for the ORIGINAL range also held up for a launch campaign, and refine the brand guidelines and the design system.
Coordinating a team of 4 and more than ten stakeholders taught me the value of two-level tracking: a detailed tracker for the team, a summary tracker for the whole company.
Want to get in touch?
I'm looking for my next permanent role, and I'm also open to a fixed-term contract, an exciting project or a coffee to talk shop. Drop me a line!