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Hi—I'm Guillaume, a Creative Director from Paris now living the Dutch life in Amsterdam. Until I save up enough money to realize my dream of becoming a star-faring astrotourist, I’m realizing new, transformative ideas, back here on Earth.
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United Earth Space Force

Side Hustle

Creative Director

Could it take us to go to space to finally become one on Earth?

Context On May 15th, 2020, the official flag of the newly created U.S. Space Force was unveiled at the White House, glorifying America's military supremacy.

Mission What if it wasn’t the banner of an army in search for another battlefield, but the symbol of a world ready to ascend, together?

Idea United Earth Space Force, a full redesign of the Space Force visual identity. An undivided Space Force on a mission to lift off from the boundaries of our world, founded on the belief that space might be where we can finally stop dividing as nations, and start expanding as one species.


Above Case Study for United Earth Space Force.

Above Seal, logotype, icon & flag for United Earth Space Force.

Introducing United Earth Space Force

Above The United Earth Space Force identity intro.

If it no longer looks like an act of war, that's because it has been reimagined as an act of unity.

Say hit to United Earth Space Force, an undivided Space Force on a mission to lift off from the boundaries of our world, founded on the belief that space might be where we can finally stop dividing as nations, and start expanding as one species. Not “Always Above” but Always Beyond.

Above Then & Now, the official Space Force flag versus its redesign.

Above Pale Blue Dot is a famous photograph of planet Earth taken on February 14, 1990, by the Voyager 1 space probe from a record distance of about 3.7 billion miles. It symbolizes the cognitive shift that occurs while looking back at our planet from a distance: a striking feeling of unity—what astronauts call, the Overview Effect.


The core element of the space force redesign is based on the pale blue dot—the famous photograph of planet earth taken by voyager 1 in 1990.

Around the blue dot, a succession of orbits dynamically builds, reflecting humanity’s expanse into outer space. The orbits are guided by along a spiral arm that follows the Fibonacci sequence: a unique pattern of numbers that can be found in the very proportions of everything, from nature's smallest building blocks, to the most unimaginably large celestial bodies of the universe, like our Milky Way: a spiral galaxy.


The deeper in space we go, the more it continues to expands.

It’s an evolutive fractal design system, where each magnification marks the reach of a new astronomical milestone.

This way, while its outer shape remains the blue dot from where we came, the space force visual identity will continually evolve over time—ever-championing our species’ expansion across the universe.

No spacecraft has gone further than NASA's Voyager 1. Launched in 1977 to fly by Jupiter and Saturn, Voyager 1 crossed into interstellar space in August 2012 and continues to collect data, now more than 14 billion miles away from Earth. This is how far we've been until now. And this is where our voyage must continue.

Above The Space Force visual identity will continually evolve over time.

Usage & Modularity

As we become a multiplanetary species, the space force visual identity develops into a multiplanetary visual system.

When Humans will settle on other planets, the Earth time will become irrelevant. We will use a new modular time system capable to infinitely adjust to local times—while observing precession phenomenons, since many planets have irregular time cycles due to their elliptical orbits or the influence of other celestial bodies.

Colors & Typography

The color palette obeys to a simple dichotomy: Earth Blue as primary color and Space Grey as secondary one.

Carl, a bespoke font, was designed in honor to the mind behind the Pale Blue Dot reflection and significance, astronomer Carl Sagan.

Since 2018, I've been working at 72andSunny Amsterdam on brands such as Audi, Axe, Google and Coca-Cola.


2018 → Associate Creative Director @ 72andSunny Amsterdam


2017 → Associate Creative Director @ Anomaly Amsterdam
2015 → Senior Creative @ Anomaly Amsterdam
2013 → Senior Creative @ Fred & Farid Paris
2012 → Art Director @ Magic Garden
2010 → Art Director @ TBWA Paris


Behind the Source
→ Eurobest 2020
GOLD (Digital Craft)
→ ADCN 2021
GOLD (Diversity, Equity & Inclusion)
FINALIST (Digital Craft)
→ Clio Awards 2020
BRONZE (Cause Related)
→ Epica Awards 2020
BRONZE (Websites)
BRONZE (Public Interest - Social)
→ Lovie Awards 2020
GOLD (Best Cause Marketing Campaign)
→ Caples 2020
Silver (Digital B to B)
Silver (Digital B to C)
Bronze (Not for Profit)
Bronze (PR)

United Earth Space Force
→ Awwwards 2020
SITE OF THE DAY (October 30, 2020)

→ D&AD 2019
Future Impact Winner (Initiative / Environment and Sustainability)
→ Index Award 2019
Finalist (Community)

→ Cannes Lions 2019
Bronze (Creative eCommerce)
2x Shortlists (Creative eCommerce)
Shortlist (Creative Data)

→ D&AD 2019
Shortlist (Campaign / Environment and Sustainability)
→ Epica Awards 2019
Silver (Promotions & Incentives)
Shortlist (Public Interest - Environment)

→ One Show 2021
Shortlist (User-Generated Content)
Shortlist (Innovation in Lockdown)

Search Sounds
FWA of the Day (September 6, 2019)

Make Love Not Walls
→ Cannes Lions 2017
5x Bronze (Outdoor)
→ D&AD 2017
Graphite Pencil (Outdoor Advertising)
→ Epica Awards 2017
Bronze (Fashion, Footwear & Personal Accessories)
→ Clios 2017
4x Shortlists (Fashion Photography)

Museum of Wi-Fi
Honorable Mention (Site of the Day)

The Anti-Foot Can
→ Cristal Festival 2014
Gold (Marketing Innovation)
Bronze (Brand Entertainment & Content)
Bronze (Consumer Marketing)
Bronze (Outdoor)
4x Shortlists
→ New York Festivals Advertising Awards 2015
Gold (Branded Entertainment)
→ Webby Awards 2015
Nominee (Social)
→ Eurobest 2014
Finalist (Innovation)
→ Grand Prix Stratégies du Brand Content 2014
Gold (Event)
→ Grand Prix Stratégies du Sport 2014
Gold (Event)

En Mode Voiture
→ Grand Prix du Brand Content 2013
Gold (Charity / Social / Great Causes)
→ Grand Prix Stratégies du Marketing Digital 2013
Gold (Interactive Movie)

Gère ton Permis
→ Grand Prix du E-Marketing 2013
Bronze (Online Campaign)
→ Grand Prix du Brand Content 2012
Gold (Bank / Insurance)
→ Top Com Consulmer 2012
Bronze (Online Campaign)