Visual strategy
Art direction
Image systems
Cultural research
Work developed within fashion and editorial ecosystems
Chanel · Balenciaga · Dior · Jacquemus · LGN · i-D · SSENSE · Vogue
About
I am an Afro-Caribbean artist and visual strategist
working at the intersection of fashion,
cultural memory and image systems.
I translate cultural research into structured visual direction for campaigns, editorials and brand narratives.
My work aligns narrative, casting and visual language
so brands don't just produce images.
They build meaning.
Cléo Lacroix
Selected projects
Selected projects built through image systems.
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
→ 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
→ Consistent campaign image across all moving image outputs
Video →
Context No long-term visual narrative across runway seasons
Intervention Designed casting logic and narrative direction
System Sustained across 8 consecutive seasons
→ 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
→ 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
→ 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
→ Coherent cultural image narrative with editorial authority
Case study →
Consistency is not repetition. It is construction.
Services
Most brands don’t have an image problem.
They have a structure problem.
I build image systems that align positioning, product and visual identity.
01
Strategic Image
Image Audit
Entry pointStrategic Image
Audit
For brands losing clarity, consistency or direction.
You are here if:
- your image feels inconsistent
- your positioning is unclear
- your campaigns don’t translate into growth
What I deliver:
Strategic Image Report including
- brand diagnosis
- narrative gaps
- cultural positioning analysis
- 3-month visual roadmap
02
Image System
Art Direction & Image Strategy
Core offerImage System
Direction
For brands ready to scale with structure.
Scope
- a clear visual narrative
- a structured image system
- alignment between casting, silhouette and storytelling
- internal guidelines for long-term consistency
Possible outputs
- Campaign concept
- Editorial direction
- Visual guidelines
- Casting strategy
Result
A coherent visual system used across campaigns, editorials and brand communication. Clearer brand identity and stronger visual recognition.
Built to last.
Not to trend.
For projects requiring deeper cultural positioning or long-term image development.
Tailored collaborations are available. Most projects start with a Strategic Image Audit.
Work developed within fashion and editorial ecosystems
Chanel · Balenciaga · Dior · Jacquemus · i-D · SSENSE · Vogue
If your brand feels visually strong but structurally unclear,
we should talk.
office.cleolacroix@gmail.com
Fast reply within 48h. Paris-based. Working internationally.
Fashion · Visual Culture · Memory · Strategy
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