Art-direction|Branding|Commissioned|Men's wear|Post-production

Girav

At the end of 2023, the owners asked me if I would be willing to contribute ideas about the visual language of Girav. The brand was ready for the next step, which required a clear visual identity. I embraced this challenge wholeheartedly and set a new standard for visual quality.

Starting with the question: who is the customer? — in order to develop a persona. We then translated this persona into campaign imagery. This resulted in a clear vision of amongs others the type of model, locations, lighting and color usage, and the narrative within the images. We then continued to simplify this approach to create visuals for the mailings, as well as to define the style for the e-commerce photography.

Skills

Art-direction
Branding
Commissioned
Photography
Post-production

Campaign imagery

Campaign imagery

The campaign imagery is more than just a visual, it’s the heartbeat of your brand. It captures its essence, its purpose, its values. Think of it as the brand’s soul made visible. It’s the moment your audience feels something, resonates with your vision, and chooses your brand not just for what it sells, but for what it stands for.

For Girav, our starting point is always the customer. Who is he, really? Where does he live? What fuels his weekends; cycling through the city, or unwinding with a good book? Is he chasing the latest trends, or does he forge his own path? What kind of car, or maybe it’s a bike, gets him from A to B?

We dive deep into his world. From that rich insight, we craft a detailed persona, our north star throughout the creative process. It guides everything: the choice of model, the location, the styling props, even the color palette. Every element is a deliberate decision designed to speak directly to him, to reflect his lifestyle, his aspirations, and the understated confidence that defines the Girav brand.

Collection SS24 – part I

Collection SS24 – part II

Collection AW23

Lookbook+

Brochure Icons

e-Comm

eComm

For the brand it is important to show the products as clear and free of distractions as possible.

Back to the essence. But without losing the sense of masculinity. In addition to the art of omission, it is important to sense where a detail should be added to maintain balans.

This makes the model’s choice, along with his posture and expression, all the more important.

Branding eComm

Developing light plan
Guidelines for styling
Model scouting
Photography