louis vuitton
Art Direction
/ Deck design
DELIVERABLES
DECK DESIGN
Art direction
How do you present the future through the lens of a heritage luxury brand? Louis Vuitton was at an inflection point: a new creative director, new faces, and a fresh visual era taking shape, while the brand still wanted to honour the founder and the origin story that made it iconic. The brief had to hold both at once.
THE CHALLENGE
Our job was to create a concept deck that didn't just communicate ideas, but felt like a statement in itself. Something that pushed the brand rather than played it safe, and gave creative concepts the visual weight they deserved.
We leaned into the tension between heritage and disruption. Classic LV design codes, cursive typography and monogram iconography, were set against Midjourney-generated imagery, neon bright colour pairings, and the famous checkerboard.
The result was a maximalist deck that celebrated creativity without losing sight of where the brand came from.
Louis Vuitton was entering a new visual era, with a fresh creative director and new faces front and centre. At the same time, the brand wanted to honour its heritage, spotlighting its founder and origin story.
We blended classic design codes such as cursive typography and monogram icons with Midjourney generated imagery, neon-bright colour pairings, and the iconic checkerboard.
CONCEPT
IMAGERY
The ideas in this deck were ambitious in scale and visual scope, the kind of concepts that exist somewhere between fashion film and fever dream.
Illustrating them meant conjuring worlds and atmospheres that simply don't exist yet. Stock photography couldn't get there, and commissioning real shoots wasn't an option.
Midjourney gave us the ability to world-build in real time, generating exactly the visual atmosphere each concept required.
The AI-generated imagery wasn't a shortcut, it was the right tool for the job. It let the ideas breathe at full scale before a single location was scouted or a director was briefed, and it meant the client could feel the concept rather than have to imagine it from a mood board.
Beyond the work itself, Lissy is an absolute pleasure to collaborate with. She is thoughtful, generous, and deeply inspiring to those around her, bringing a warmth and openness that elevates both the process and the final result.
“It was a privilege to work with lissy during a defining moment for Louis Vuitton’s Monogram. She played a central role in shaping a new campaign, look, feel, and voice for one of the most storied symbols in fashion.
With rare sensitivity, Lissy translated the Monogram’s deep history and its most interesting evolutions into something unmistakably modern, showing not just where it has been, but ultimately how it becomes relevant once more, today.
TESTIMONIAL
Joe Fotheringham,
Executive Creative Directior
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