Kelly Grass

The Challenge

Atelier Morin, a family leather goods house founded in 1924, excelled in artisanal craftsmanship (vegetable-tanned leather, hand stitching) but suffered from a visual identity dated from the 1980s. The aging clientele and the "outdated" perception prevented it from attracting 25-45 year olds interested in quality craftsmanship and slow fashion.

The challenge: radically modernize the identity while preserving the house's heritage DNA, and position itself against competitors like Polène (too mainstream) and Hermès (too inaccessible).

My Approach

I started with an in-depth 3-hour strategy session to understand the fundamental values, analyze the competitive positioning, and define the precise target audience. The key insight: the accessible luxury of Parisian craftsmanship passed down through four generations.

Artistic direction inspired by Art Deco (founding era 1924) reinterpreted in a contemporary way. Color palette inspired by materials: cognac (leather), cream (linings), deep black, matte gold.

The Solution

Creation of a complete visual identity system:

Documented brand strategy (15 pages) with positioning, territory, refined target audience. AM monogram logo with subtle Art Deco inspiration, available in 4 versions adapted for all media. Exhaustive brand guidelines (30 pages) including an 8-color palette, 3 font families, signature geometric pattern.

Result

An identity that positions Atelier Morin as a reference for modern Parisian luxury craftsmanship, justifies premium prices, and attracts a qualified clientele sensitive to authenticity and know-how. Total visual consistency across all touchpoints, from packaging to social media.

As a YouTube creator, I have developed a unique expertise that allows me to transform ideas into captivating content. Managing my channel has taught me to combine storytelling, visual strategy, and technical production to tell stories that inspire and connect.

Through my videos, I have honed key skills:

Compelling Storytelling: Development of engaging scripts and structured storytelling to captivate viewers from beginning to end.

Creation of Impactful Visuals: Design of thumbnails and consistent visual identities, adapted to specific audiences.

Video Editing: Production of polished content with fluid narration, creative transitions, and cinematic aesthetics.

Editorial Strategy: Planning content in line with audience expectations and current trends.

Creative Project Management: Autonomous organization of all production stages, from ideation to publication, while respecting tight deadlines.

My YouTube experience is not limited to creation: it has taught me to understand audience expectations, use analytical data to optimize my content, and create authentic projects that resonate with the public.

As a freelancer, I put this expertise at the service of companies, creators, and brands who wish to develop engaging multimedia content, build a strong identity, and connect with their audience through authentic stories.