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Art director Julia Kerguelen's compelling global vision
Art director Julia Kerguelen's elegant, impeccable design sense and flair for creating subtle visual appeal are qualities which imbue her work with a distinctive style.

The French-born Julia's eye catching work elevates any assignment she undertakes and with her stellar roster of world famous clients?working for everyone from famed American toy company Fisher Price to ultra-high-end jewelers Van Cleef and Arpels?Julia has long since established herself as one of the leaders in her field. 

Whether creating luxury branding content, crafting effective corporate communication or overseeing major on-site events, Julia excels with a consistent reliability and instinctive aesthetic sense that profoundly enhances projects across the full spectrum of commercial platforms.

Her remarkable background in the arts (working as a comedienne, dancer, model, actor in her teens and twenties) all combined to create a singular perspective, one that led her to a somewhat professional surprising destiny.

"I like to think that the job chose me rather than the other way around," Julia said. "I'm an artist at heart, and having worked for several years in live shows, I ended up wanting something that seemed more stable, a less risky way to make a living. I turned to graphic design without really knowing what it was?then the virus infected me. I'd found a medium to express my creativity and

pay my bills and stay independent."

Based in Paris, Julia quickly distinguished herself as an art director of formidable prowess. Her graphic design methodology, whether for print, web or a public event, is driven by an acute analytical grasp of a client's need that re-defines the brand into a fresh silhouette and communicates the desired message with precision and clarity.

"No matter what the product is, I will find a way to tell a story, to make you dream," she said. "I like to think I'm a storyteller, but I use images, not words. I inject meaning, make the product something with a soul and a purpose, one that gives emotions to the audience."

The holistic efficiency of Julia's big picture approach and integrative skills came into focus on a memorable scale with her achievements as art director for famed automobile company Renault's 2012  International Convention of Renault Business Owners in Geneva, Switzerland.

"The event was intended to be one of the most strategic and prestigious the automotive industry had ever seen," Julia said. "The aim was to explain the company's strategic plan and to reveal its flagship products?including the new Renault Clio, their bestseller?to the entire sales staff."

With some 5,000 attendees flying in from Europe, Latin America, Africa and the Asia-Pacific region and a substantial budget, Julia's role on the event steering committee was one of critical importance. Typically, it was a role at which she excelled, assembling a crew of world class collaborators that gave life to her singular  conception of the event.

"I prepared all the media for my team??moodboard, images, references, animations?to give them life through motion design," she said. "I supervised and worked closely with my team to create the perfect movies I had in mind since the very first day."

Julia's comprehensive grasp on the convention's needs was executed on a spectacular scale.

"I wrote a global concept, I gave birth to ideas through images," Julia said. "The theme was 'Regeneration,' so I thought of the Garden of Eden and evolution through the ages. So with the scenographer, dancers, musicians, lighting designer, I told this global story, with chapters for each product while maintaining consistency with the global narrative."

Julia's ambitious concept of world-wide messagery created a transformative and immersive presentation that set a new international standard for the corporate convention?no small feat considering that Geneva has long been home to grand-scale annual International Car Show.

"Renault was looking to make a beautiful and memorable event," she said. "They trusted my vision, let me manage it as I wanted and it was a success. It was an event that, as a point of reference, people still talk about today."

As Renault's Alexandra Botzke, who worked as Julia's assistant on the 2012 convention said: "Working with Julia is working with someone serious, rigorous who knows how to manage a team while listening to customers need. She has an overall vision, knows all the technical constraints and anticipates every aspect of the project, whether it's images, with artists, dancers, musicians, the automobiles themselves or with tech?diffusion, mapping on a giant screen."

"Her vision is clear, innovative and knows how to respond as accurately as possible to customer demand while remaining creative."

For Julia, the Geneva event was nothing short of a triumph, a career re-defining accomplishment that cemented her already stellar reputation as one of the leading art directors on the international scene. Julia's effortless gift for taking any project, no matter how large or small, and transforming it with new life and vision is a powerful testament to her ecumenical skill set and deeply abiding passion for art direction and graphic design.

"I love to have a vision and see it coming to life," Julia said. "I love working with a team and I love to bring magic into people's eyes. Working on these kinds of huge projects is a privilege and I feel so proud, grateful and alive when I can contribute."

Editorial NOTE: This article is categorized under Opinion Section. The views expressed in this article are solely those of the author and do not necessarily represent the views of merinews.com. In case you have a opposing view, please click here to share the same in the comments section.
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