Morel France
Branding, art direction, visual communication,
marketing tools design, social media content,
environmental design, product design, photography
In 2018 I became Morel’s Communication Manager and part of its ongoing transformation. For that reason I was commissioned to rethink and redefine its visual communication and create a future-facing brand identity. The goal was to create a new communication language for Morel that is dynamic, functional and that reflects the brands values. This formed my challenge, from creative concepts through to art direction and visual execution, that the brand required a consistent yet diverse and unique campaign. A campaign with a creative visual language that articulates the story behind each of Morel’s collections and that expresses the spirit of the brand.
The new color palette defines the modern look of Morel
Campaign FW 2021
Moving Horizons
“Beyond the horizon lies the unknown which attract us with new potential. No lines on the ground, no barriers to our footsteps...and the view! The horizon is the cusp where what we know meets the new: the unknown becomes known and a new unknown unfolds...”
For the new FW campaign, I was committed to develop a new global visual language for Morel that expresses the brand’s will to move forward and beyond.
Art Direction for the FW 2021 Campaign by me, Photography: Tassos Vrettos-Studio Vrettos, Styling: Katerina Manolaraki-Rena Giouvanakoglou, Make-up & hair: Christina Zoi, Video: Fotis Zygouris
Campaigns 2018-2020
As the Morel brand grows across the world there is a vital need for creative communication that articulates the stories behind each of it’s collections to current and new audiences. For the new visual communication strategy I developed a visual language, through the campaigns art direction, that makes room for expression and reflects the brand’s values.
Art Direction for the 2018 Campaign by me, Photography: Tassos Vrettos, Styling: Katerina Manolaraki, Make-up & hair: Sissy Petropoulou, Video: Fotis Zygouris
MOREL X NATHALIE BLANC
A bold, surprising initiative, the Morel par Nathalie Blanc collaboration brings together two quite distinct brands and brand universes. Firstly Morel, an independent family firm renowned the world over for its know-how. Secondly, Nathalie Blanc, a fashionable young Parisian brand with a hip, minimalist style.
Art direction for the Morel par Nathalie Blanc advertising campaign. Photography: Nicolas Aristidou, Styling: Elise Accart, Make-up & hair: Alice Gabbai
MOREL X JEAN NOUVEL DESIGN
This collaboration consists of creating ties between universes that, at first, may not appear compatible, and yet, architecture and eyewear are closer than they seem. This exercise in style stems from a common approach to structure, materials, lines, and attitudes to offer a premium product without compromise.
Art direction, photography, POS design
