So easy, you’re on-air already

In 2020, Camille Henry, founder of Le Multipiste, a company specialising in audiovisual production and recording, had a realisation: broadcasting live events requires significant financial and human resources. For organisers, there is no alternative: they must either commission a complex and costly production with a film crew, or do it themselves with whatever resources they have on hand.

In response to this need, he created ONSHO, a new and innovative service for event filming, production and direction. Using a lightweight system of smart camera kits and support (remote or otherwise) from an operator, he makes professional-quality results accessible to everyone.

With a beta version of the service, he contacted Graphéine to help conceive his brand, give it a name and develop its visual identity.

A brand that steals the show

In contrast to production vans, their large crews, endless cables and complex technology, ONSHO innovates and frees its clients. This spirit of intuition, practicality and simplicity has guided the brand vision.

The name ONSHO is concise and memorable. The repetition of the letter ‘O’ adds rhythm, and the soft sounds linking the two ‘O’s evoke fluidity. The name is built around the concept of ‘The Show Must Go On’, avoiding all interruptions, right from the set-up to the smooth broadcast of the live event.

A striking and clever logo

With a modern and clever design, the ONSHO logo utilises the repetition of the ‘O’ at the beginning and the end of the name. The first one depicts a wide, rectangular 16:9 screen format, while the second, an almost perfect circle, highlights the human touch. Thus, it evokes a viewer in front of their screen, the client facing the camera, or even the ONSHO team at work.

The tagline “So easy — you’re on-air already” communicates the brand’s offering, the service’s ease of use, and the brand promise.

A graphic design that plays with the frame

The name and visual identity feature across all media in the most impactful way possible: by placing the message front and centre on all touchpoints.

The customised brand typography is based on Archivo, a typeface with subtle cubic forms and an ethereal rhythm, giving it a technical yet human feel. The O’s of the typeface were changed to match the rectangular form of the ONSHO logo.

Through this customisation, the typography creates an immediate recall to the logo while making the copy more impactful and memorable. The body text is set in Switzer, a neo-grotesque typeface that reinforces the sense of fluidity with its modern letterforms. For the sake of simplicity, the guidelines avoid dark backgrounds, as they are associated with ‘complex technology’ exclusively for professionals. White or bright backgrounds, on the other hand, evoke a sense of openness and accessibility. Combined with a vibrant orange that bridges the gap between technology and human expertise, a distinct visual identity emerges.

A 16:9 rectangle, like the first ‘O’ in the logo, frames the imagery when superimposed over it, much like a camera. This format also serves as a frame for incorporating imagery against plain backgrounds. This creates a graphic link between the ONSHO brand guidelines and its logo, increasing the logo’s visual recall.

Finally, a direct and clever tone of voice was developed, presenting facts that juxtapose the complexity of other solutions with the simplicity of ONSHO. The result is an expressive and innovative brand, where technology is at the service of human expertise.