DIRECTION + DESIGN
creative direction
Get Recognized.
Creative Direction at AMVC brings your objectives into focus, vision into resonance, and ideas into impact.
This is where identity, intention, and expression meet.
With a refined balance of creative vision and critical foresight, we translate your intention through an audience-aware desired trajectory, shaping your message into visual engagement.
We work at the level where concepts are formed and the visual arc of your brand is implemented. Aesthetic clarity becomes the tool that asserts alignment. Attuned to the pulse of culture, timing, and context, direction remains relevant and distinctively authored.
Rooted in style and brand, our creative compass leads to inspire, orchestrate, and manage all stages of production with streamlined direction. Everything that follows is anchored across seamless executions and unfolds with resonant identity.
Intentional, dynamic, and unmistakably recognizable, your voice is seen. Your message connects.
CREATIVE DIRECTION + DESIGN
Focus, Alignment, and Activation with Brand Purpose.
Design follows direction. Through precise visual language, layouts, and systems, it carries your voice forward, ensuring continuity, recognition, and clarity across every expression.
COBMEX project
-
OBJECTIVE
To refresh and elevate the visual presence of an established knitwear brand, modernizing its image while preserving its heritage — and repositioning the brand above competition in a global market.
WORK
AMVC leads the creative direction and visual strategy for a series of campaigns, catalogues, and brand communications. The work includes concept creation, visual strategy and vision, styling consultation, fashion edits and direction, mood-board development and presentation, and the formation and leadership of multidisciplinary creative teams.
From ideation through production and execution, AMVC oversees all stages of the process — including project management, production, photography, post-production, quality control, and multi-platform delivery of high-lustre marketing visuals. Each campaign is carefully crafted to introduce a contemporary visual arc while reinforcing brand clarity and resonance.
RESULT
The result is an empathetic and inclusive visual language that repositions Cobmex with a modern edge. The refreshed imagery strengthens resonance, elevates appeal, and marks the most successful campaign in over 20 years. The visual facelift contributes directly to new major accounts — including British Airways — reinforcing the brand’s relevance and competitive positioning in the global marketplace.
LEYLA KASHANI PROJECT
-
(Creative Direction & Design following Brand Consultation Services)
OBJECTIVE:
To reposition LEYLA KASHANI as an internationally recognized sustainable luxury fashion label while articulating a clear, elevated, and distinctive visual identity rooted in heritage, values, and modern sophistication.
WORK:
AMVC leads the visual strategy, shaping the brand’s identity from foundation to expression. The work begins with defining the visionary thread.
Over a long-term collaboration, AMVC acts as creative director, brand consultant, and visual strategist, guiding the brand from vision to International resonance. Following an in-depth study and research, we evolve into clarifying positioning strategy, visual vision, and brand ethos.
From there, we develop and direct the complete visual ecosystem: visual branding, concept creation, fashion direction, styling and fashion edits, campaign narratives, and curated visual impressions across brand image, catalogues, editorials, and stories. AMVC leads creative direction and production from concept to image-making and delivery, assembling and directing multidisciplinary teams, styling, photography, post-production, and refined execution.
In parallel, AMVC directs the brand’s website, design and digital presence, shaping the visual language, and copywriting — leading the creative team through launch while ensuring coherence between brand identity, campaigns and online expression.
Throughout, particular attention is given to styling + aesthetic presence as a strategic tool — anchoring coherent visual impact, across all touch-points and live brand experiences.
RESULT:
A refined and authoritative luxury visual identity with strong international presence and clarity of message. LEYLA KASHANI is now recognized as a sustainable luxury fashion label with a distinctive visual stamp, higher perceived value, and international positioning — resulting in fashion shows in Paris, sales in London, LA and the UAE, and sustained growth among a discerning international audience.
COPYRIGHT 2026 | photos and materials all rights reserved