The starting point is the strategy and context: what the organization needs to communicate, to whom, and why.
My role is to understand that context and use it to define the concept and visual direction. In collaboration with copywriters, strategists, developers and other stakeholders, I build a system that keeps the brand and its communications coherent across applications.
Before execution, I get clear on what the work needs to communicate, to whom, and in what context. I use that to define the concept, visual direction and narrative that give the project a clear point of view.
A visual identity gives an organization a clear and recognizable way to show up. Working from the strategy and positioning, I define the core visual elements and how they work together across applications.
As brands evolve, new teams, formats and communication needs appear. I organize and extend the visual system so it stays coherent, and create practical guidelines that make it easier for others to use and build on.
A digital experience needs to make information clear, navigation easy and the organization easy to understand. I shape the content hierarchy, narrative flow, visual direction and responsive interface in collaboration with copywriters and developers.
A campaign needs one strong idea and a clear story that can hold together across formats and channels. I define the concept and visual direction, then build a system that keeps the rollout consistent without making every piece feel identical.
I organize content through hierarchy, pacing, imagery and layout so information is clear, engaging and easy to follow. Whether it is a report, publication, presentation or toolkit, the goal is to create a strong narrative flow while keeping it connected to the wider visual system.
Physical spaces are part of how people experience a brand. Working with production, event and installation partners, I extend the visual system into spaces, signage, displays and event materials while keeping everything connected to the wider experience.
01
Understand
Clarify the strategy, context, audiences, objectives and practical requirements before defining the creative response.
02
Define
Shape the concept, narrative and visual direction with the project team.
03
Build
Create the core elements, hierarchy, components and rules that form the visual system.
04
Roll Out
Apply the system across key digital and physical touchpoints, keeping the experience coherent as it expands.
05
Support
Refine, extend and adapt the system as new needs, formats or applications arise.
I work with organizations, in-house teams and agencies on new projects, existing visual systems and ongoing creative needs.
Whether you’re looking for a Senior Designer or Art Director, starting a new project, or strengthening an existing system, tell me a little about what you’re working on and what you need. I work in English and French.
