The project that launched a Belgian web platform dedicated to culture
La Pointe (www.lapointe.be)
A Belgian web platform dedicated to culture!
Missions
Positioning – Branding – Naming & Brand Language – Support of the Start Up
Agency UBIK
2022
The brief
The launch of a cultural web publishing project in Belgium! So many challenges in one short sentence. We had to define the role of this new platform, its audiences, the scope of its activities...
The founders had some wonderful ideas for content. The strategy was there to anchor the fundamentals of this new brand and generate all the briefings.
The approach
First, an observation: culture has almost no place left in traditional French-language Belgian media. Journalists no longer have space, and audiences seek information in France or on the web, or on social media. Making La Pointe the catalyst for these converging interests seemed like an obvious driving force.
The name was chosen after much debate, with a feminine edge and an assertive, engaging look.
Today, after 3 years, La Pointe is an independent web media outlet that combines art, culture and society. It is a shared space where perspectives, discoveries and questions can be exchanged, and where a voice is given to all those who bring artistic life to Belgium and beyond.
In a vibrant artistic landscape, La Pointe offers a new cultural horizon.
Experience in medias
RTBF
Arte
Le Soir
L’Echo
RMB