LORIENT THE BASE
Keep the ocean planet alive
Campaign
Brand Strategy
The Critical Moment
Lorient La Base is a unique place in France. An old military site, converted into a vibrant hub blending history, sports, leisure, and maritime exploration. Yet, its richness is not immediately apparent. The general public knows the Cité de la Voile, perhaps the submarine Flore — but without necessarily understanding that the whole makes up a coherent, complete, and spectacular destination. As a result: an offer that is not very clear, too segmented, and a site that struggles to make its uniqueness heard against other more identified tourist destinations.
A new brand platform focused on the human experience
We started from a simple observation: Lorient La Base lacks neither activities, nor substance, nor ambition. It lacks a narrative. What SELLOR aims to build is not a juxtaposition of facilities, but a place-brand in its own right, with a clear and desirable promise.
From then on, our work has been to make Lorient La Base a universe to explore, a destination that thinks of itself as a territory, an immersion, a planet to live on.
"Experience the ocean planet" : a simple, powerful, and inclusive narrative
We formulated a strong concept: “Experience the ocean planet.”
An open, sensitive promise, capable of bringing together all the dimensions of the place — discovery, adventure, knowledge, sensations — under a single emotional banner. It helps unify the plurality of experiences (visit, play, sport, culture, strolling) while suggesting the magnitude of the site. A claim that speaks to all audiences: families, enthusiasts, locals, tourists.
A campaign aligned with the identity of the place
The campaign capitalizes on the : an open grid, a frame as a focal point, bubbles as visual breaths, a readable and contemporary typography. The discourse embodies action verbs (dive, explore, vibrate, learn…) that convey the diversity of uses without enumerating them.
It is a narrative of plurality, the living, direct experience, that generates desire without a manual.
A promise that structures and inspires
In display, in print, in digital or on site, this campaign forms the foundation of a shared language among all the actors of the place. It simultaneously enhances brand awareness, improves the understanding of the offering, and feeds the imagination surrounding an exceptional location.
Lorient La Base becomes more than a site to visit: a destination to experience. A destination that does not tell the story of the sea… but plunges you into it.
