04 Creative Guidelines
Aesthetic direction as a strategic tool.
We help teams define the creative guidelines and aesthetic direction of their brand and collections — style logic, CMF, color palette, visual language — so everyone works from a single coherent reference. We don't replace the design studio. We're its ally.
Style territory
CMF & material direction
Custom Trend books
Collaborations & co-branding casting
Cross-cultural aesthetic direction
STYLE TERRITORY
Nespresso x Carre Basset………Style Platform
Style territory for brand and product identity: We created a complete creative framework for Nespresso's product identity — tone, visuals, materials, mood and a clear "it is / it's not" design language. So every product decision, from accessories to packaging, feels unmistakably Nespresso.
STYLE TERRITORY
Olivia Garden ……………………………Aesthetic direction
Reference guide / Translating the brand platform into brand expression - We identified the visual, esthetic and coloristic codes of the brand, and the 3 pillars to applu. This gave the cross-functional teams a reference guide to work with for website, communication and product design.
CMF & MATERIAL DIRECTION
Hydracy ………………………CMF and Application
Color System and application: We built a complete color system for Hydracy's product range — end-to-end guidance on tone, textures and design details, including colorimetry acceptability and sample selection for rendering consistency across production.
CMF & MATERIAL DIRECTION
LG ………………………………….. CMF Design consulting
CMF Consulting to elevate product aesthetics: We defined LG's external HDD CMF architecture — shades, chromatic families, color narratives and product systems — and guided the choice of materials and finishes.
CUSTOM TREND BOOKS
Olivia Garden ………………………………….. SS27 Color Trends
SS27 Color Trends - We built a bespoke seasonal color trend book — themes, palettes, moodboards and the newest color expressions — tailored specifically to the professional hair beauty sector. A practical, inspiring reference for the entire product and design team.
COLLABORATIONS & CO-BRANDING CASTING
Diptyque x NellyRodi ………………………………….. Talent curation
Collaborations & co-branding casting: We identified and curated creative talent — graphic designers, product designers, photographers, artisans — for Diptyque's co-branding and limited edition launches. The right collaborators, selected for their ability to amplify the brand's aesthetic DNA.
CROSS-CULTURAL AESTHETIC DIRECTION
Samsung ……………… KOREAN Cultural style guide
KOREAN Cultural style guide: We built a localization strategy for Samsung — covering tone, symbolism, imagery, color and design preferences rooted in Korean cultural codes. The result: a brand that speaks Korean, not just translated French.