Core idea
LUXURY, BY DECISION.
Read the brand. Choose the protagonist. Direct the frame. Remove what does not earn its place.
Selected website key visuals for global luxury brandsCase 10
LUXURY, DIRECTED.
Nineteen brands. Nineteen different visual problems. One job: decide what deserves attention—and what should disappear.
Brief
At Lux Afrique, every brand arrived with a different collection, product and visual language. My task was to create an individual website key visual for each launch—clean enough to feel premium, distinctive enough to stop the eye, and specific enough to belong to that brand.
Target
Launch new collections through website banners that expressed the character of each luxury name without allowing the design to overpower the product.
Audience
Affluent, brand-aware customers with an interest in established international luxury brands.
Challenge
Luxury does not have one visual formula. The recurring question was not how to decorate the banner, but what the brand needed from the frame. Did the story need a model? If it did, which face and pose could carry the right attitude? If it did not, could the product command the image by itself? Every visual needed to feel spacious and controlled without becoming quiet enough to disappear.
Insight
Luxury is not one look. It is the confidence to choose—and the discipline to remove.
Art direction
Each execution begins with a brand-specific decision rather than a house style imposed across the set.
- Read the brand
- Choose the protagonist
- Direct the frame
- Remove what does not earn its place
- 01
READ THE BRAND
Understand the collection, product hierarchy and visual codes before making stylistic decisions.
- 02
CHOOSE THE PROTAGONIST
Decide whether the story needs a model, a product, or an object strong enough to hold the frame alone.
- 03
SHAPE THE SHOOT
Select the models and provide the photographer with visual and pose references that establish the intended attitude.
- 04
SELECT THE IMAGE
Choose the frame whose silhouette, gesture and product relationship best express the brand.
- 05
DESIGN BY EDITING
Build the final banner through scale, crop, colour, typography and deliberate negative space.
01Who should carry the brand?
CASTING SETS THE TONE
Casting was treated as brand language—not as representation added at the end.
02How much gesture is enough?
THE POSE BUILDS THE LAYOUT
The body line helped create the composition before typography entered the frame.
03Does the visual need another layer?
GRAPHICS, ONLY WHEN THEY EARN THEIR PLACE
Graphic devices were introduced only when colour, texture or framing added a specific brand cue.
04When does a person become noise?
KNOW WHEN TO REMOVE THE MODEL
When material, craft or product silhouette already tells the stronger story, the product takes over the frame.
Working as a Senior Designer at Lux Afrique, I developed concepts, selected models, supplied pose and photographic references to the photographer, selected the final images, and created the visual art direction and final website-banner designs. The objective was never to impose one recognisable style across every brand. It was to make the right visual decision for each one.
Senior Designer — Concept, Visual Art Direction, Model Selection, Image Selection & Final Design
- Concept and visual art direction
- Model selection
- Pose and photographic references for the photographer
- Image selection
- Final website-banner design
- 19 live website banners
- Senior Designer
- Ahmed Sallam
- Art Director
- Elizabeth Kruger
- Company
- Lux Afrique, London
All 19 visuals were approved and used as live website banners. Across very different luxury names, the work demonstrates one consistent method: understand the brand, make the strongest visual decision, and edit until only what matters remains.
The Clive Christian visual was later shared by Nina Dimitrova, Brand Representative for Clive Christian.
View the published Clive Christian visual ↗
Have a project worth making properly?
yasas77889@gmail.com ↗