ECLAT CREATIVE DIRECTOR

PERIOD OF APPLIED DISCIPLINE
August 2021 - July 2025
 

Creativity has never been a secondary characteristic in my work. It is the engine behind how I think, how I solve problems, how I build systems, and how I create coherence across complex projects and environments.
 

At its highest level, creative direction is the disciplined orchestration of identity, story, design, technology, environment and experience into a single, intelligible whole. Requiring authorship of the brand's underlying logic, constant protection of its integrity across every touchpoint, and the practical ability to move ideas from concept through to execution across physical, digital and operational environments. Not just what the brand looks like; but what it means. How it speaks. How it behaves. How it scales. And why it should.
 

The Eclat brand language was developed through a philosophy of soft luxury: restrained minimalism, tonal warmth, natural materiality and a deliberate refusal of visual excess. The objective was continuity. Every element, a sales document, a website, a built environment, a render, a social post, a wayfinding sign, a client email, an internal template; needed to feel resolved, intentional and part of the same idea. Not related. The same.
 

My perspective in this discipline has been shaped by over two decades of experience across digital media, software development, photography, media production, systems thinking and design strategy. That combination produces something difficult to teach: a practical understanding of how creative ideas are not only formed, but implemented, governed, maintained and evolved inside real business conditions over time.

SCOPE OF WORK

Scope Brand Foundation & Identity Architecture

The core work was authorship of the Eclat brand at a philosophical and structural level; defining not just how it looked, but what it stood for, how it communicated, and what internal logic would hold it together across time and application.
 

• Defining the conceptual and commercial logic behind the Eclat brand

• Establishing core brand principles, tone, values and identity markers

• Developing the narrative framework that positioned Eclat beyond generic coworking

• Translating abstract brand philosophy into usable creative systems

• Acting as both author and guardian of the brand's coherence over time

• Development of brand theory, brand family architecture and business identity
   

Eclat Brand Family

Developing the broader brand ecosystem that sat around Eclat as a parent brand; a family of entities, each with a distinct purpose and emotional register, while legible parts of one vision.
 

• Eclat — Parent brand and principal commercial identity

• Parlor — Hospitality-led social and business lounge

• Galerie — Cultural, event venue and experience-oriented extension

• Noted — Media, editorial blog and thought-leadership content layer

• Forme — Interior design and furniture expression
   

This required naming strategy, identity differentiation, tone-of-voice distinction across each entity, visual and conceptual relationship mapping, and the creation of a system that could scale without becoming visually or strategically fragmented.
 

Brand Toolkit & Guidelines

• Primary and secondary logo systems and brandmark application rules

• Typography, colour palette, grid systems and compositional hierarchy

• Image treatment direction and iconography

• Templating across web, print, signage, presentations, CRM and spatial applications

• File naming, version control and asset management structures

• Guidance on inappropriate usage to prevent dilution of the brand
   

Copywriting & Verbal Identity

Principal author, editor and copywriter of the Eclat narrative language and tone-of-voice. Determining how the brand communicated across internal and external contexts, in multiple registers, without losing integrity.
 

• Writing and refining the core brand narrative

• Defining verbal identity across brand, web, sales and marketing communications

• Avoiding generic industry language in favour of a more original and purposeful voice

• Writing across brand storytelling, leasing copy, marketing, editorial, website content, property and expansion materials, and internal documentation
   

Visual Media Direction

• Art direction of photography and visual campaigns

• Planning and directing interior and architectural imagery

• Coordinating asset production and directing digital render output

• Direction of Forme product renderings and visual outputs

• Shot planning, reference preparation, mood boards and style direction

• Selection, editing and curation of assets for campaign, website and print use