About
A strategy, brand and communication agency
To think of houses and those who lead them — to reveal what sets them apart and give it an expression worthy of their ambition.
AUTREMENT was born at the meeting point of several disciplines: strategy, brand culture, writing and digital.
We accompany houses in the moments when their evolution calls for a new look at their position, their expression or their presence. We also accompany leaders whose trajectory, expertise or vision deserve a more personal and more identifiable voice.
Our starting point remains the same: understand before formulating.
A strategy, brand and communication agency
Vision
See what deserves to be recognised.
A house often holds more substance than it shows.
Its history, its savoir-faire, its convictions, its view of its craft and the way it envisions its future are all elements capable of forming a genuine identity.
Our work consists in discerning that substance, understanding what can become distinctive and organising its expression.
We pay as much attention to what the house wishes to tell as to how that story will be received. Perceptions, cultural references, usages and behaviours all shape the way a brand takes its place in the minds of those who discover it.
This reading leads us to seek answers that truly belong to each house, rather than applying pre-existing recipes.
A transversal gaze
Between strategy, culture and expression.
AUTREMENT brings together several ways of looking at the same subject.
Strategy makes it possible to set a direction. Brand culture makes it possible to understand its codes and evolutions. Writing gives precision to discourse. Digital organises new forms of encounter with audiences.
To this is added an attention to the mechanisms of perception and decision.
Why does one brand hold attention more than another? Why do certain signs become instantly recognisable? How does an expertise become credible? At what point does a presence begin to produce preference?
These questions feed our way of working without becoming separate promises.
A certain idea of value
Precision before accumulation.
Our affinity with the world of luxury comes from the same attention to value, codes, detail, time and coherence.
Above all, it teaches us to look at what lies behind the appearance.
A material, a gesture, a story or a savoir-faire does not necessarily become distinctive by its mere existence. Its value also depends on how it is chosen, interpreted and transmitted.
It is this exigence that we transpose into our work with houses and leaders, whatever their territories.
AUTREMENT
Make legible, visible the invisible.
AUTREMENT is a way of shifting the gaze.
Looking at what is already there before seeking what could be added. Identifying what holds genuine singularity before seeking to stage it. Giving a clear form to what remains difficult to perceive.
Make legible, visible the invisible.
The People
Atta Thiall
Founder — Brand strategy, luxury and positioning
She leads positioning and advisory engagements, and sets the agency's editorial line.