Freelancer profile translated to English.
Back to original languageAbout Anne-Fleur
Some brands and places evoke a powerful feeling. A taste. An atmosphere. An emotion.
But their image doesn't yet reflect their true worth.
That's where I come in.
Art Director specializing in visual identity for experience brands: hospitality, restaurants, food, wine & spirits.
I create structured identities, designed to last, yet infused with rhythm, movement, a sense of freedom. This is what I call groovy design.
For me, groovy isn't a style. It's a universe I fell into at 14 when I discovered the Beatles, then the 60s-70s: the songs first, then the album covers, the colors, the typography. I knew what I wanted to do.
My experiences in agencies, working with luxury artisans, and with Champagne houses taught me the other side: precision, detail, accuracy.
It's in this duality that my approach has been built. Groovy warms up luxury codes without ever losing control. Tension without losing elegance. Design that is felt without imposing itself.
I intervene at pivotal moments: openings, repositioning, upscaling.
Moments when it's necessary to:
→ translate an experience into an image without oversimplifying it
→ find a unique direction without falling into the cliché
→ evolve an image without betraying its heritage
→ differentiate in often uniform universes
→ align substance and form to gain impact and coherence.
I notably worked on the identity and bottle wrapping for Mélinite, an artisanal gin born from the history of Reims, with an Art Deco aesthetic rooted in its DNA.
Created visual universes for Grape Hospitality, an operator of 80 hotels in Europe.
Imagined the 50th-anniversary celebration for Mercure Parc des Expositions, diving into a revisited 70s aesthetic.
Are you reaching a milestone? Let's talk.
calendly.com/annefleurp/hello
French
Native or bilingual
English
Conversational
Spanish
Basic
Can work on-site
Lyon (up to 10km), Reims (up to 10km), Paris (up to 10km)
Experience
- Anne-FleurArt Director • Brand Designer • Graphic DesignerARTS AND CRAFTSFebruary 2018 - Today (8 years and 6 months)Lyon, FranceI support brands and companies in the creation, evolution, and enrichment of their visual identity, with a strategic and creative approach.Art direction, branding, and graphic design: I conceive strong, coherent, and lasting identities, designed to be effectively deployed across all print and digital media.I primarily work with stakeholders in the food, hospitality, tourism, wine & spirits sectors, bringing a demanding perspective, a unique graphic universe, and tailor-made support.
- AdobeGraphic DesignerSOFTWARE PUBLISHINGMarch 2023 - February 2026 (2 years and 11 months)Lyon, France**Creation of creative templates for Adobe Express**, adapted for a wide variety of media (print, social media, web) and formats (static and video).Development of diverse and attractive visual concepts, covering different styles and themes.Contribution to the enrichment of the Adobe Express library, enabling users to easily create professional and inspiring content.
- Monsieur ThibauLtJunior Art DirectorARTS AND CRAFTSJanuary 2020 - September 2021 (1 year and 9 months)Reims, FranceArt direction and graphic design for various projects, mainly in the world of wine and champagne.Creation and development of visual identities, design of packaging (champagne labels and wraps), catalogs, and print materials.Production of graphic materials for events, with constant attention to brand consistency and quality of details.Direct work with clients, participation in creative discussions, and role of coordination and graphic validation, from concept to project deployment.This experience marks my first official position in art direction, with a global vision of projects and strong creative involvement.
Reviews
Recommendations
FU
AA
+3
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Education
- Foundation Year in Applied ArtsMaestris Reims2014
- BTS Graphic DesignSaint Jean-Baptiste de la Salle2016