Visual strategy
Art direction
Image systems
Cultural research
Work developed within fashion and editorial ecosystems
Chanel · Balenciaga · Dior · Jacquemus · LGN · i-D · SSENSE · Vogue
I use research, art direction & cultural analyse
to structure how brands produce and sustain their image.
I design image systems that align narrative,
casting and visual language
across campaigns and platforms.
Selected projects
Strategic image systems built for global brands.
Each project demonstrates how visual direction becomes a structured, scalable image system.
Digital Image System
Balenciaga
Structuring a scalable digital image system
Context Fragmented brand image across social platforms and markets
Intervention Built a unified content and image governance framework
System Scalable structure applied across global digital channels
Impact
Stronger image consistency and cross-market brand recognition
Context Incoherent visual output across moving image formats
Intervention Defined a unified styling and narrative direction
System Applied across campaign, short film and digital formats
Impact
Consistent campaign image across all moving image outputs
Watch campaign film →
Context No long-term visual narrative across runway seasons
Intervention Designed casting logic and narrative direction
System Sustained across 8 consecutive seasons
Impact
Long-term runway identity with consistent visual language
Context Cultural casting not fully leveraged in brand narrative
Intervention Structured casting and image direction within campaign system
System Applied across campaign visuals and narrative
Impact
Stronger cultural resonance within brand image
Within Mel Ottenberg team
Context Weak seasonal image identity and undefined visual language
Intervention Built a coherent image direction through photography and casting
System Applied across lookbook and runway visual direction
Impact
Clear, replicable seasonal image identity
Context Cultural narrative without structured visual translation
Intervention Directed art direction and visual strategy from research
System Applied across editorial visual narrative and styling logic
Impact
Coherent cultural image narrative with editorial authority
View case study →
Approach
Image is not content. It is a system.
If it doesn’t hold across time,it’s not a system.
01
Diagnose
I identify where image breaks.
- incoherences
- narrative gaps
- cultural misalignment
Image friction — where coherence breaks
02
Structure
I build the system.
- visual language
- casting logic
- narrative direction
System logic — casting and visual language aligned
03
Deploy
I apply it across outputs.
- campaigns
- runway
- editorials
- platforms
System applied — across brand expressions
A coherent image system across all brand expressions
About
Afro-Caribbean artist and visual strategist.
My work sits between image construction and image analysis.
I operate across art direction, garment construction, color systems, analog processes, publishing and installation.
This dual practice allows me to build image systems from within the image itself - not from the outside.
What I solve
- strong visuals, no structure
- campaigns without narrative continuity
- cultural references without authority
I build image systems that restore coherence.
Cléo Lacroix — artist & researcher