All
Art Direction
UX-UI
Gen-AI
Design System
Motion
Editorial
Flim Trend Report
Art Direction
UX-UI
Design System
Editorial
WIP-0
UX-UI
Art Direction
Forward Festival
Gen-AI
Art Direction
INDAB
UX-UI
Art Direction
Design System
Specht Studio
Editorial
Motion
RugiR
Art Direction
Motion
Design System
Flim-ai
Art Direction
UX-UI
Motion
Design System
Kafi Games
UX-UI
Design System
Flim's Playground
Art Direction
Gen-AI
Motion
Editorial
My role
Art director at Flim. My role was to make the product legible, desirable and adopted: I set the landmarks that keep the brand from drifting, from the visual system and signature typography to the tone of voice and the in-product communication that carries users across every surface. I didn't build the features. I built the coherence that runs through them.
Context
Flim.ai, ongoing. An AI-powered visual database of 1.5M references from films, music videos and ads.
Scope
Product communication (in-app guidance, onboarding, email lifecycle) ,, Brand & Visual system, tone of voice, typography, community, landing pages.
The challenge
Flim is a database of 1.5M references. But users treated it that way and no further: they came in, saved images, and left. No attachment, no reason to come back. The product itself was hard to read, its features scattered. My brief was strategic: reposition Flim from a place you take images from into a tool you create with, and give a fast-moving startup the structure it was missing.
The creative sidekick
The move was to place Flim at the very start of the creative chain: the tool for ideation and moodboarding, not an end-to-end suite. A "creative sidekick" you reach for when you are looking for ideas, not just images. Retention doesn’t come from features, it comes from a reason to return. I carried that repositioning through the tone of voice (which I set, later refined with Clémentine) and the brandbook.
One logic, three pillars
The product was scattered, so I built a visual logic to make its architecture readable. I originated the three-pillar model, Database, AI, Workflow, and designed the grid system that expresses it: line grids for the Database, dots for the AI tools, the two superimposed for the Workflow. Database plus AI equals Workflow, made visible. This system became the base for the communication, the landing pages, and the digital surfaces. Toyfight built the landing pages and web interface from it; the founding concept and the visual system were mine.
Design that explains
A repositioning only works if people understand the tool. I designed the communication layer that guides users inside the product and out: tooltips, pop-ups, and in-context explanations, where the tools are, how the AI works, how to save boards, how the workflow flows. Plus multi-channel declensions and influence work. The goal throughout: turn a cold, technical product into something people understand, want, and stay with.
A visual language of its own
I chose and set the brand’s signature typography, and built a set of graphic devices, kraft cut-outs, playful détournement of images, that let Flim speak the language of creatives it serves. The same instinct as an editor, not a storefront: Flim as a curator and a specialist in ideation, not just a database.
From feature to community
Most projects start from a product priority. I take that priority and turn it into something warmer and more communal, event ideas and formats that gather people around the tool, rather than shipping another cold feature announcement. A product people belong to, not just use.
A direction that spreads
The art direction started in communication and on the landing pages. Little by little it reaches the site itself: when a visual language is strong enough, it stops being decoration and becomes the reference the product builds on.
Repositioning
Flim used to be seen and used as an image bank you take from and leave. It now reads as a creative sidekick, a tool you return to at the start of the creative process. That positioning is now everywhere, from the product to the communication. The founding idea became the brand’s official story.
A system that became infrastructure.
The grid logic I built (Database, AI, Workflow) is not a one-off asset: it became the base the communication and the landing pages are built on, the backbone of the visual direction. A system others keep building on, rather than a deliverable that ends when it ships.
Structure in a startup that never stops.
I gave a fast-moving company the landmarks and coherence it was missing: a visual language, a tone, repeatable references. The shift from constant improvisation to something legible and directed.