JO-ANNE VERNAY

Creative & Art Director + Design Strategist

Jo-Anne Vernay is a luxury vegan fashion brand merging sustainability, craftsmanship and style through innovative materials and limited-production design. As Design Strategist and Art Director, I helped shape the visual direction of the brand’s Fall/Winter campaign and the introduction of the Avy Handbag, translating its sustainability story into a more distinctive and emotionally resonant luxury language.

I developed the creative direction for the campaign from concept through execution, establishing a visual world that was romantic, deep, memorable and suggestive. Drawing inspiration from classical still-life imagery and fine-art composition, I introduced roses, fruit, draped textiles, rich contrast and organic settings to move the product away from conventional e-commerce imagery and toward something more sensual, narrative and collectible.

The treatment established the mood, styling, prop direction, compositions and shot requirements used to guide production. Working with a third-party photographer, that direction was translated into the final product imagery—creating a cohesive visual system that connected the Avy Handbag to the brand’s larger ideas of nature, femininity, sustainability and contemporary luxury.

MY CONTRIBUTION
Design Strategy • Art Direction • Creative Direction • Concept Development • Campaign Strategy • Image Direction • Styling & Prop Direction • Photoshoot Treatment • Visual Storytelling