Work
Work demonstrates how image systems are built —
from cultural positioning to cross-platform execution.
Each project reflects a specific layer of structural intervention.
L.01
Cultural Positioning & Narrative Architecture
L.02
Visual System Construction
L.034
Executive Alignment & Image Governance
I
Cultural Positioning & Narrative Architecture
Defining the cultural tension before image production. Positioning precedes aesthetics.
Ibrahima Gueye — SIMB Collection
Context
Emerging designer working from West African ritual symbolism. Strong universe, no structural framework.
Tension
Heritage codes risk assimilation into European luxury aesthetics without a positioning architecture.
Intervention
Narrative architecture from symbolic research. Casting logic, silhouette hierarchy, editorial system.
Impact
Published i-D France. Positioned SIMB as a culturally grounded luxury proposition.
Cultural Brand Architecture
Context
Queer and trans-led art studio. Strong political intention, no scalable image system.
Tension
How to build community identity without falling into trend-driven representation marketing.
Intervention
Visual identity architecture, product hierarchy, editorial framework, textile design system.
Impact
A coherent brand ecosystem. Aesthetics and politics structurally inseparable.
"Positioning precedes aesthetics."
II
Visual System Construction
Translating narrative architecture into controlled visual systems.
x Jules Koundé
Context
Brand codes extension through cultural figure outside traditional fashion casting.
Intervention
Visual translation of brand DNA. Silhouette direction, location logic, editorial coherence.
FW23 Lookbook
Context
Analog photography direction for a brand repositioning toward a younger premium audience.
Intervention
Silhouette clarity, visual attitude, photography direction. Format-first approach.
Long-term Runway Narrative
Context
Independent designer building runway identity across multiple seasons.
Intervention
Long-term visual coherence. Silhouette system, casting logic, narrative continuity season to season.
III
Executive Alignment & Image Governance
Maintaining coherence across complex creative ecosystems.
Grooming — Moving Image Coherence
Context
Masculine representation for a global fragrance franchise operating across editorial and social formats.
Tension
Maintaining brand authority across fast-cycle content without diluting the luxury register.
Intervention
Visual direction and image alignment across moving image formats. Coherence from brief to delivery.
Impact
Consistent masculine visual language across digital and editorial outputs.
Social Media & Image Governance
Context
Global expansion across IG, TikTok, WeChat during a critical brand repositioning period.
Tension
Fragmentation between editorial storytelling and fast-cycle social content across three platforms.
Intervention
Visual coordination, casting alignment, executive deck architecture, cross-platform image coherence.
Impact
Strengthened visual governance across IG, TikTok, WeChat. Editorial and social registers unified.
Image System Model
The structural framework applied across all projects.
01
Cultural Tension
What the brand holds that no brief has named yet.
02
Narrative Architecture
Structuring symbolic references into a visual hierarchy.
03
Visual Translation
Casting, silhouette, light, format — the narrative made visible.
04
Cross-platform Coherence
Every output aligned. Editorial, social, deck, production.
IV
Process
How I move from cultural intelligence to structural output.
01
Immersion
Deep research into brand history, cultural codes, and visual archives. I work beyond the brief.
02
Strategic Clarification
Identifying the core tension — what the brand wants to say versus what it's actually communicating.
03
Narrative Architecture
Structuring references, symbolism, and visual languages into a coherent hierarchy before touching imagery.
04
Visual Translation
Directing the image system: casting, styling, set, light, format. With the narrative as the spine.
05
Alignment & Delivery
Ensuring every output — image, deck, social asset — maintains the same structural coherence.
Collaborative. Structured. Precise.
Available for campaign direction and strategic collaboration.
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