Client :
Doyle
Services :
Art direction
Graphic design
Interactive design
Atelier78 campaign (2024)
Following a strategic repositioning of Doyle’s Atelier78 brand, I was tasked with developing a new visual approach that builds on the brand’s core strengths: high-quality products, local manufacturing, and rigorous quality control at every stage—from assembly to finishing.
The new art direction I proposed is rooted in radical simplicity. This approach features a clean, unembellished photographic style that highlights the products themselves. It is complemented by a typographic system inspired by technical specification sheets, emphasizing the precision and discipline behind the design of each Atelier78 frame.
“Radical Simplicity” art direction
This new approach, grounded in radical simplicity, highlights the brand’s core strengths: high-quality frames offered at accessible prices, thoughtfully designed and carefully crafted.
The aesthetic is clean and unadorned, elevating the product in its purest form. The inclusion of hands holding the frames in certain shots subtly evokes the presence and craftsmanship of the design team behind each product.
Technical sheet
The integration of a graphic grid inspired by technical specification sheets highlights the personalized and thoughtful nature of the design process behind each frame, while maintaining the overall visual simplicity. This approach emphasizes precision and craftsmanship, offering additional product context without overwhelming the aesthetic.
Credit :
Creative Direction & Brand Consulting: Christina Brown
Art Direction & Design: Vanessa Pepin
Production: CuriousMontréal
Photography: JS Dénommé
Digital Technician: William Cole
Lighting Assistant: Thibault Ketterer
Set Design: Christine Brant (Folio)