While the Front National had reached for the first time the second round of a presidential campaign in 2002, its transformation into the Rassemblement National marks a significant visual and strategic shift characterised by a de-demonisation process. Succeeding her father, Marine Le Pen further diversifies the party’s rhetoric, incorporating social measures appealing to working-class voters and presenting a more feminine image to attract women. The introduction of the “phi” logo in the visual campaign of la France Insoumise sought to establish a connection with the populace, advocating unity and inclusivity, wisdom and humility for Mélenchon, while distancing from traditional leftist affiliations. Overall, both parties illustrate a strategic adaptation to the evolving context, to institutionalise themselves in the political system, and win the presidency.