PHOEBE & KNOX

Louys led the art direction, design, campaign photography, and digital asset creation for Phoebe & Knox, a contemporary luxury womenswear brand rooted between Durban and Cape Town, South Africa. He developed a refined the visual identity that translated seamlessly across campaign creative, social media, email marketing, lookbooks, and e-commerce touchpoints. Blending natural light, coastal textures, and muted palettes with elevated styling and composition, the creative direction balanced softness with sophistication to reflect the brand’s effortless femininity and modern luxury. From concept development through to final execution, Louys delivered cohesive multi-channel campaigns and brand imagery that strengthened the brand’s visual presence and created a consistent customer experience across digital platforms and in-store environments.