Art Direction | Design Direction | Digital Design | Curation

Libresse (Bodyform in U.K.) wanted to address the issue around women’s pain being seen as ‘normal’ when related to periods. However, not all pains come from periods but also, undiagnosed conditions and shouldn’t be endured. The #PainStories campaign delves into endometriosis and Ketchum was approached to find the best platform to contain the data and assets created for the campaign. In collaboration with the production team, we developed the Pain Museum, a digital space and expressive journey – telling the #painstories, exploring the taboos that fuel the silence around pain, and addressing how we can create a language to confront pain. The saturated tone emphasises pain through strong visual language and typographic treatment. The museum structure was quite simple to ease the navigation between rooms with minimalist lighting (industrial feel) and concrete floor to reinforce the rawness of the subject and get maximum visual impact through textures, copies, artworks, and colours. I developed the structure of the museum, the visual language for each room and curated the art exhibition in the second room. I’ve built a gradual progression through texture and colours, from

Full campaign here
(The Pain Museum is integrated within the Bodyform website)
Bodyform Website
Bodyform Instagram

Coverage
Creative Review
Campaign
It’s Nice That
Creative Moment
The Drum

Art Direction | Design Direction

We have been assisting the charity in promoting their #PAYUPFIFA campaign, which aims to exert pressure on FIFA and the Qatari authorities to justly compensate the migrant laborers who contributed to the Qatar World Cup. Our objective with this campaign was to humanise the migrant workers of Qatar and portray them as a team just like the other international teams competing at the event, rather than a group of people from various parts of the world. To achieve this, we designated these workers as the ‘Hardest Working Team in Qatar’ to emphasise that beyond the glitzy new stadiums and hotels, there are thousands of construction workers, security personnel, cleaners, and servers who endured and are still experiencing human rights violations to erect and maintain this infrastructure.

Video
Amnesty’s website
The Guardian

Art Direction | Content for Social | Project Management

World Benchmarking Alliance’s gender baseline assessment looks at the gender data disclosure of the world’s 36 most influential apparel companies. They assess how these companies are integrating a gender strategy across their entire value chain and addressing women’s needs. WBA was looking at promoting its report on social platforms. My proposal was based on an illustrative approach, offering a certain visual freedom in the execution, being able to adapt the message and reach the right people with the appropriate tone. I have commissioned the artist Ruby Taylor, to give direction about the information to deliver. The turnover was quick with a limited budget.

Art direction | Design Direction | Branding

Braun was looking at increasing engagement with a younger audience on social media, with a fresh look and a flexible design system. In collaboration with the Social media strategist, I came up with a visual language and tone of voice that bring more fluidity across both gender and age and embrace the next generation and what matters to them, reflecting a need for authenticity. The simplicity of look & feel developed is a tribute to Braun’s aesthetic using the brand’s icons and core values, strong typographic style, bold colour palette, and minimalistic product shots. All guidance is incorporated into a playbook for usage by the different markets. Also, with the assistance of the motion designer, we created examples of video and animated illustrations for stories on Instagram.

Braun Global Page

Art Direction | Conceptual Design | Digital Design

Divine Management is launching early summer 2023, a new concept of delivery box targeting mothers and babies. They’ve approached me to create their branding. Looking at competitors in the beauty industry, I needed to create a unique look & feel that will stand out and distinguish the brand from the crowd. I have designed a very simplistic logo and emphasised the visual language around it, adaptable for any asset development and platform. The approach is based on collage, mixing illustrative images and photography, vintage feel or more contemporary, with colourful but soft tones and feminine touch, I’ve developed a versatile style with unlimited possibilities. The design had to represent all mothers as LA MAMMA stands for mothers-to-be, new mothers, as well as mother nature. So I wanted to show the Brand as a great partner during that life change that is motherhood, bringing positivity, softness, acceptance, reassurance, and self-indulgence.

Art direction | Digital Design

Braun commissioned Ketchum to create video assets and photo materials of their female products range, to be accessible by all markets. Braun having a specific design aesthetic, I had to keep sure we were maintaining a minimalist style and setting up each frame to match the brand’s requirements. We were shooting influencers’ videos as well as Braun experts’ content and products in situ. I was hands-on in selecting the location, the influencers’ wardrobe, photo/video background. I wanted to recreate the feel of a pampering afternoon in the comfort of what could be our home: personalised, fresh vibes, minimalist visual language, neutral assets to reach a maximum of people across different countries. In addition, I have provided assistance in developing a digital platform that houses all the produced materials. The objective was to make the materials accessible to all markets and facilitate seamless navigation within a complex structure.

Creative Concept

The OpenHouse project for Philips Hue is about creating an interactive installation that takes individuals on a discovery, bearing witness to the potential artistry and utility that can be created with the Hue bulb. Light is a powerful device through which we can create ambiance, define emotion and yield impactful sensory experiences. We aim to demonstrate these benefits – and in particular the unique features of the Hue bulb – while offering guests a one-of-a-kind experience that they can translate into their own home. Using the impact of the bulbs to create beautiful spaces, we are inviting guests into an exclusive setting in which to interact with the product on a new level and share their memorable content with the world. As a smart bulb that is connected throughout your home and controlled through the use of your phone, we will create an experience to elevate that function by stimulating our senses through a journey across various rooms where certain sights/sounds/touch room attempt to direct people mood towards a particular feeling: energetic, playful, focused, etc. We will recreate three rooms often found in the home; each exploring a particular atmosphere/feeling/ambiance related to activities commonly carried out in that specific room.

The rooms themselves will be minimally and neutrally dressed so that guests walking throughout the installation will be completely immersed in the effects of the Philips Hue bulb. Through this, we are able to affirm the practicality and smartness of the product, as well as expose the beauty that comes with Hue bulbs. This will be an opportunity for Philips to work with lighting artists who will enhance the capability of the bulb. We imagine this installation being transferrable across Europe and with the capacity to be exhibited at different events.

Illustrations commissioned

Conceptual Design | Branding

The task at hand involved creating a name, establishing the visual identity, and branding for a new startup’s mobile network that targeted a youthful audience. This mobile network provided members with the freedom to subscribe and unsubscribe as per their convenience, without being bound by a contract, and only paying for the services they utilised at an economical rate. The objective was to design a brand that was in line with the product’s distinctiveness, without adhering to any set rules or regulations. The approach centred around the concept of mobility, using a diverse range of monochromatic typography, and incorporating hand-drawn icons. This fresh and vibrant look provided a sense of playfulness and flexibility, which helped establish an adaptable visual language that could effectively connect with the target audience.

Art Direction | Design Direction | Digital Design

Braun introduced a fresh line of razors that embraces the diverse range of personal shaving and grooming styles. To able this launch during a period when physical gatherings were not possible, an innovative virtual gallery was created to showcase commissioned photographs by Rankin. The design of the gallery draws inspiration from Berlin gallery culture and the Bauhaus heritage. The immersive space brings to life the unique expressions of the featured men. Alongside the gallery, I was also involved in developing a website that was accessible at the end of the virtual tour. The website includes product specifications, instructional videos, and insights from an expert on the different beard styles and personality types associated with them.

Art Direction | Project Management

The Automotive Benchmark measures and ranks the world’s leading auto manufacturers, if they meet the well below the 2-degree goal set by the Paris Agreement if they are doing what’s necessary to move to a low-carbon economy. WBA was looking at promoting its report on social platforms.
My proposal was based on an illustrative approach, offering certain visual freedom in the execution, the ability to adapt the message and reach the right people with the appropriate tone. I have commissioned the artist, Ruby Taylor, and I give directions about the information to deliver. The turnover was quick with a limited budget, we produced short animations and social tiles.

WBA website

Handmade creation | Craft | Art direction

Michel Gondry wrote and directed the 2006 Franco-Italian surrealistic science-fantasy comedy movie, “The Science of Sleep.” The lead character is a bashful young man whose intense dreams frequently disrupt his waking hours. Drawing inspiration from the plot, I designed a poster to portray the fantastical realm of dreams, the symbolic expedition between wakefulness and slumber, and the interplay of consciousness and subconsciousness.

Logo & visual identity development for a pet grooming shop: branding, packaging and web development.

Design Direction | Tutoring | Copywriting

The task was to develop branded content for Case for Her in collaboration with TeenVogue, with the goal of combating the stigma surrounding female sexual pleasure. As a mentor, I assisted the student throughout the creative process, aiding in the development of both the narrative and the playful visual language. Our objective was to convey a worldwide message through an intriguing wordplay campaign, emphasising the importance of using appropriate language to promote respectful behaviour. By providing guidance, this project allowed the student to explore various aspects of being a dedicated designer and creative individual, including asking the right questions, taking the necessary steps, and putting in the necessary work.

Print design | Art direction | Project management

Pantene takes action to celebrate everyone’s hair, all hair types and conditions, and all ages and genders. They wanted to launch the Power of Hair campaign, celebrating diversity and power through hair.
We had four days to design all print materials for three floors before going to production. Still, we managed to reflect the Pantene brand values and message across the entire space, creating the scenography and ‘Instagram moment’ they were looking for, the backdrop for a live podcast, and producing large-scale prints. I was hands-on with the art direction of the entire event to immerse guests within the brand. I have managed two people to work with me on the design and work closely with suppliers for the installation to ensure on-time delivery.

Branding, print, packaging, collage, creative direction

On this project, I wanted to get away from traditional painting pot packaging by creating a very playful visual identity for a mineral and sustainable painting brand: more crafty with paintbrushed logo and collage. This is about enhancing the colour itself by creating quirky illustrated characters and names to personalised each shades, bringing the consumer through a fun journey from A to Z, willing in the end to recycle the metal pot for a new purpose.