CONTEXT

What Matters — a purpose-driven brand redefining everyday essentials through sustainability and transparency. I supported the brand in its rebranding, leading the artistic direction of its iconographic and digital identity to ensure a cohesive, elevated, and meaningful visual expression across all online touchpoints.

FOCUS

Translating the brand’s premium positioning into a refined and coherent visual language, elevating its branding elements to reflect both elegance and purpose.

(A) ICONOGRAPHY GUIDELINES

(B) DIGITAL ASSETS

(C) GIFTING EXPERIENCE

(1)

(A) Focus on defining and curating a distinctive iconographic language through a refined image charter.

LANGUAGE

Each visual choice — from composition to tone — is crafted to embody the brand’s values and convey its premium, conscious identity.

(2)

PRODUCTS

Highlighting design purity and functionality through refined, minimal compositions.

THE INGREDIENTS

Revealing the beauty of raw materials to express authenticity and transparency.

USE OF PRODUCT

Capturing natural gestures that convey simplicity, pleasure, and care.

INCARNATION

Portraying authentic individuals who embody the brand’s conscious elegance.

(3)

HOME

Reflecting a serene, functional space aligned with the brand’s lifestyle.

NATURE

Celebrating the harmony and inspiration drawn from the natural world.

(1)

(2)

(2)

(4)

(B) Digital assets bring What Matters’ premium positioning to life through a clear and compelling visual experience. Thoughtful compositions, refined motion, and consistent design elements communicate the brand’s values while creating a cohesive and engaging online presence.

Website

Designed by me and developed by Apotech Studio©, the website is enriched with digital assets crafted to align seamlessly with the brand’s communications — from new product launches and special editions to campaigns and ongoing content, ensuring a cohesive and engaging experience.

Socials

Content design and graphic execution for social media assets, guided by storytelling-focused guidelines to create a cohesive and engaging visual rhythm across both static and animated content.

(C) Crafting the unboxing and gifting experience to embody What Matters’ premium identity, where every detail — from materials to design — creates a memorable and meaningful moment.

Work in progress

Photo credits : (1) Florine CASIMIR, (2) Manon LIENART, (3) Juliette HACHEZ, (4) Projet Courcelles