Louys led the art direction, design, and photography for Phoebe & Knox, a dreamy luxury high street brand rooted between Durban and Cape Town, South Africa. Developing a refined yet ethereal visual identity, I crafted campaigns and brand imagery that balanced softness with sophistication—pairing natural light, coastal textures, and muted palettes with elevated styling and composition. From concept through to final execution, each visual element was designed to reflect the brand’s effortless femininity and modern luxury, creating a cohesive aesthetic that resonated across lookbooks, digital platforms, and in-store experiences.