EXCELLENT, PLEASE.
Excellence, politely demanded. Of ourselves first. Brand identity, web design, social media and AI-driven campaigns for wine, beauty and lifestyle brands.
虛實 — THE VOID AND THE SUBSTANCE
一THE POSITION
A brand is a promise of excellence: made politely, kept relentlessly, in every place it is seen.
I work where strategy meets art direction: deciding how a product is seen (label, screen, feed) and keeping that one decision intact everywhere. Trained in Strasbourg; working across France, Italy, Romania, Moldova and Cyprus.
「一箭中的」— precisely on target
二SELECTED WORK
Our works
Brand book · Visual system · SocialWine & More
Menus · Social · FilmLe Bordeaux
Web · Campaigns · PrintCreative Tours
Web design · Art directionNeon
Art direction · Social · CampaignAI Campaigns
Product imagery · Branding · SocialMADI Swiss
Campaigns · Newsletter · SocialCreative Group
Product design · GuidelinesCHNGE
三THE PRACTICE
DESIGN
Identity, web and packaging. The shape a brand takes before it says anything: positioning, the room it leaves, the one visual system that survives every surface it lands on, from label to interface.
GROWTH
Social, campaigns, e-commerce and AI imagery. The brand in motion: execution, the season sold, the numbers that come back. Built to be measured, not only admired.
四WHAT I MAKE
Services
Brand Identity
Logo, palette, type system, packaging direction and the guidelines that keep it intact after I hand it over. Built from positioning, not from a mood board.
Web & Interface
Responsive sites and interfaces designed to convert, not just to win awards: structure first, then the surface. Online stores built and shipped on WordPress and WooCommerce, Shopify or Webflow, with the CRM and automation wired in behind them so the shop, the mailing list and the sales pipeline are one system rather than three.
Social & Content
Content strategy and the visuals that carry it: feed direction, campaign assets, event and influencer coordination. The part most identities die in.
AI Creative Direction
Generated imagery and video, directed: prompt systems, look development and a workflow that produces a consistent brand world instead of a folder of pretty accidents.
Brand identity, web design, social media, AI campaigns, packaging, art direction, e-commerce, campaign imagery, guidelines, content strategy.
One system,
every surface.
Identity — web — social — AI · 2026
On the shelf
Labels, packaging and print that hold the same voice as the feed.
On the screen
Sites, social and campaigns cut from the same system.
五HOW IT RUNS
The method
Four movements. You always know which one we are in, what I need from you, and what you get at the end of it.
Listen
Positioning, audience, competitors, and the honest version of what is not working. Nothing is designed in this phase.
Explore
Two or three distinct directions, each argued. Not one idea dressed three ways. You pick.
Build
The chosen direction becomes a full system: the assets, layouts and states you use every week.
Hand over
Files, guidelines and a walkthrough so your team runs it without me. Support after, if you want it.
六STRATEGY AND CRAFT
Strategy and craft,
in one hand.
Graphic and web designer with agency training and direct-to-founder experience: brand identity, web and e-commerce, social and AI-driven content for wine, beauty, food and hospitality, across France, Italy, Romania, Moldova and Cyprus.
My philosophy centers on 虛實 (xū shí), the void and the substance. In Chinese painting the two define each other: the unpainted ground is never dead space, it is what lets the viewer breathe and what gives the mountain its force. The same holds on a page. The pause is what gives the mark its weight.
Brand identity, editorial design and digital experiences, built where strategy meets uncompromising visual intent.
THE ALLIANCE
虛
實Subtl~ME
— the void and the substance
STRUCTURE FIRST,then THE SURFACE.
On this site that order is a working method, not a slogan, and each half has a name. excellent.please directs the surface: brand, art direction, interface, motion. Everything the user sees and touches. SUBTLME builds and operates the structure: databases, security, e-commerce integrations, payments, AI automation. The systems that hold under traffic. One brief, two crafts, one system delivered. No handover in the middle.