Communication is about managing the flow of information. To do this, we need to understand the anatomy of language and how it interacts within an environment. My approach involves three modes of action: Intuition — organically generating a fine perception, feelings and an in-depth observation of the project’s identity and its added value. Encouraging the branching of creativity. Systemics — determining the signs and objectives of communication within a moving ecosystem (market, audience, values, timelines, interactions). Semantics — creating tailor-made, coherent, sensitive and accessible visuals, through the study of the impact of visual language articulations.