CARVANA • BRAND SYSTEM AT SCALE

Taking a new brand platform from guidelines to every surface of a Fortune 500 company.

HEETCH • BRAND RELAUNCH

Introducing a new visual language taken from the apps into growth, CRM, and five local markets.

GOOGLE STADIA • IDENTITY SYSTEM

Brand identity and the system Google's teams built on for the cloud gaming service.

LOVE & SPORTS • IDENTITY SYSTEM

Identity system and the style guide that carried it across campaign, social, and e-commerce.

CONVERSE • DESIGN SYSTEM + WEB PLATFORM

Reimagining the global flagship as a platform for discovery and effortless shopping.

Focus

Brand Identity
Design Systems
Typography
Art Direction
Creative Direction
Design Operations
Editorial + Print
Illustration + Motion Direction
Campaigns + Social
Web + App Design

About

Jean-Lou is a hands-on design lead with 15+ years of experience setting craft standards and building the brand systems and guidelines that keep brands consistent, across agencies and in-house teams. He is currently Head of Design at Heetch, a ride-hailing app operating across Europe and Africa, headquartered in Barcelona.

At Heetch he defined a new visual language called After Dark and took it from the apps out into growth, CRM, internal video, and localized assets across five languages and multiple markets. He also replaced the company's external agency spend with an in-house AI production pipeline built on Midjourney and Lottie, which lets a team of two explore and produce at a range that previously took an agency.

Before Heetch he was Director of Visual Design at Carvana, where he built and led a team of 10, rolled a new brand across marketing, social, email, retail and sports partnerships, and developed distinct visual directions for the Buy, Sell and Finance business lines. He also shipped product surfaces including the Value Tracker, which visualizes how a car's value moves over time.

Originally from France, Jean-Lou spent 13 years in North America. At Deutsch in Los Angeles he co-led the launch identity for Google Stadia with Google Creative Lab, including the 200-page system their teams built on, established Taco Bell's visual identity system as their external brand partner, and directed photography and a 110-page style guide for Walmart's Love & Sports launch. He was also second in command building a standalone design department, mentoring four designers and running design critique, and became the agency's reference for product and systems thinking inside a traditional advertising culture, without a mandate to do it.

Earlier, at R/GA in New York, he led the digital experience for the Ad Council's "Love Has No Labels," which won an Emmy, 8 Cannes Lions and 11 Clio Awards, and designed the Marquee risk-management platform and digital infographics for Goldman Sachs.

His work has also been recognized by the One Show, Webby Awards and D&AD Pencils.