Design is still sometimes understood by some as simply applying a brand identity to a product or service. But a brand's identity is not just embodied in its visual codes. Of course, the design approach is illustrated in the implementation of these codes, but also and above all in the impressions and emotions felt when using the product or service. This is illustrated by the redesign of the Foreground website, during which the marketing team was persuaded to use the full potential of the design approach right from the start of the project.