Meeting with Tatiana Ryfer-Emberger from the Carrefour Group

“Strong and lasting relationships start with brands that understand, inspire and speak to their audiences. "

From Rio de Janeiro to New York via Paris in 2006, Tatiana Ryfer has a career as a designer marked by an international career: Head of the Branding & Visual Identity design department of Carrefour for more than 8 years, Tatiana has been able to contribute to the construction of the design culture within the company.

 By managing all the visual aspects of the brand, she helped create consistency across all of the customers' points of contact.

 With 3 years of experience within the Decathlon group - European leader in the distribution of sports equipment known for its innovative approach - as brand and packaging manager, Tatiana had the opportunity to create and develop certain of the group's own brands and to collaborate with 160 employees.

 Rich in this experience, Tatiana shares a 360 ° design approach and a passion for building authentic brands that speak, share and understand her audience.

On the occasion of his conference "The power of Integrated Design", given to students of the Intuit Lab School on May 25, we asked him a few questions: 

What is the place and role of the designer in the company today in a context of transformation? 

Design professions have become absolutely necessary and are more and more integrated in large groups today. The role of the designer is now fundamental, and it transforms the culture and life skills of the company. Design allows a way of thinking and structuring projects. More than the concrete result of a product, Design has the role of openness, challenge and allows to rethink the experience globally.

 What is the mission of the creative? 

We talk a lot about “Global Design”, I have a very shared vision on this subject and in particular on these “Global Designer” training courses. When I look at the portfolios of this type of profile, I notice that they touch a bit of everything, but suddenly they don't really have a strong point. I prefer someone specialized, for example a graphic designer, who will then extend his skills to several subjects and work in a more holistic way. You must first have an entry key and then gradually add strings to your bow.

 Second very important thing: the online experience. 

What needs to be worked on today is mainly omnichannel with UX and UI profiles. These experts are highly sought after and we indeed need these rare profiles today.

 What are your tips for future designers? 

The advice I want to give is to dare!

What I am looking for: a personality, a character, the person's interpersonal skills, for me it is extremely important. The designer must also be communicating! Knowing how to expose yourself to be able to defend your project is the basis.

Obviously I'm looking for a mastery of Graphic Design but you have to be able to mean something more that can trigger the crush! Daring… therefore bringing “out of the box” ideas in order to stand out and make an impression. 

It is played on a few additional efforts, for example a video presentation, an email following an interview ... something that will distinguish the candidate at the time of selection! 

 What are your relationships and your opinion with the Intuit Lab School? 

It is a very good school! I got to know the school as part of the work-study program. For us, the interns are all opportunities to have a fresh and new look in the team. We have been working with the Intuit Lab School for 3 years and we are delighted, some interns have even continued with a hiring as a result.

The students of the Intuit Lab School are well prepared, very open, with great human values ​​and that is very important. Over the years, for us the contracts with the students of the Intuit Lab School, it's a win-win!