Denoël offers engaged literature, French and foreign, imaginary and black. For the series of books: 07.07.07, Le sourire de Jack Rabbit and Victimes, the agency uses typography and words as a tool to evoke meaning: the minimal, raw gesture of newspaper headlines. Through subtle iteration, a tone, an atmosphere is conferred. The amplification of a repetition for 07.07.07., the V, like the weapon or the executioner, are so many clues on the plot of the detective story. It is a question of dissociating oneself from the literary style of the detective story whose visual codes are rather fixed. By taking advantage of the opportunity of a singular visual proposal, we create a strong impact in bookstores in addition to attracting a new clientele that could be seduced by this atypical approach.