Lucas Chretien — Creative Director & Product Designer

About me

A creative director
who speaks product.

I started as a freelance art director, building brand identities and campaigns across industries. Over those six years, I developed a rigorous eye for visual communication and a growing appetite for design.

At Shadow, I joined as a graphic designer and progressively expanded my scope to lead the entire creative direction and product design. That meant designing the application UI, overseeing all campaigns, designing the website, and rebuilding the design system from scratch, creating Shade, the design language used across all Shadow platforms.

Today I manage a creative team of 4 (UX/UI designer, web graphic designer, digital producers), work closely with developers, and collaborate with partners like Qwant to shape digital products and campaigns.

Tools & knowledge

Brand Direction

Product Design

Figma

Adobe Suite

Design Systems

UX / UI

Marketing Strategy

Team Leadership

Photography & Video

Selected Work

Design SystemProductLeadership

Shade, Shadow Design System

The design system powering all Shadow products: PC streaming app, website, CRM, etc. Colour tokens, typography, components, and layout guides.

When the UX team restructured, I took ownership of the design system. I rebuilt Shade from scratch with a UX/UI specialist, establishing a token architecture (Brand, Secondary, Gray, Semantic), a documented component library, and layout guides per platform. The JSON token file is the single source of truth consumed by both design and engineering.

PlatformsWebsite · Browser · App · CRM

DeliverableFigma + Design tokens JSON

Users100K+across platforms

Web DesignCommunicationVideoAdvertising

Shadow, Website & Communication

Full brand communication: website redesign, social media, CRM, advertising campaigns (digital, metro, print), video production, and podcast.

From the 2022 brand relaunch to today, I've overseen every touchpoint of Shadow's brand communication. This includes the website, all social content across Instagram, X, LinkedIn, TikTok and YouTube, CRM campaigns, and advertising across digital, print, and outdoor (metro campaigns in Paris).

Website~500Kunique monthly visitors

Social150K+followers across platforms

ScopeWeb · Social · CRM · Video · Print

Creative DirectionProduct DesignSocial Media

Qwant, Brand & Digital Communication

Creative partnership with France's privacy-first search engine: social campaigns, landing pages, and visual identity work for products.

We work with Qwant's team on social content, editorial posts, animated formats, and landing page design. Shaping the identity of new products.

ScopeSocial · Landing pages · Brand identity

StatusOngoing

Art Direction3D IntegrationUI Design

Virtual Regatta, Boat Liveries & App UI

Exclusive boat livery design and 3D texture integration for the leading sailing simulation game, plus custom race lobby UI.

Each livery required deep understanding of 3D UV mapping. I designed custom app lobby visuals matching each livery aesthetic, creating a coherent experience from boat model to race entry screen.

EventsTransat Jacques Vabre · Vendée Globe

DeliverablesLiveries · 3D integration · App UI

AdvertisingPrintDigital

Suzuki, Print & Digital Campaigns

Full advertising campaigns for Suzuki Moto and Suzuki Marine, concept to production, press ads, outdoor, and digital.

Working with Suzuki France's marketing team, I conceived and art-directed seasonal campaigns for both Moto and Marine divisions. Deliverables ranged from press ads and catalogues to digital display and social formats.

Concept DesignProduct DesignEdition

Seemers, Biomimetic Ocean Concept

Conceptual project exploring the future of the sea through biomimetic design, product design, and outdoor advertising.

Response to a brief from the « Club des Directeurs Artistiques » on the future of the ocean. I designed a fleet of biomimetic autonomous vessels inspired by marine fauna, each with specific ecological functions. The project included product design, a visual identity, editorial materials, and an outdoor advertising campaign.

Experience

Shadow (OVH Group)

Creative Lead, Product Designer

Brand direction, creative strategy, product design, design system ownership. Managing a team of 4. Video production, campaigns across all channels. Creative partnership with Qwant (social media, landing pages, brand identity).

2023 – now

Shadow (OVH Group)

Graphic Designer → Product Designer

Full brand system rollout after brand relaunch, website, app, social, CRM, advertising. UI design in collaboration with UX team.

2022 – 2023

Rue du Commerce

Graphic Designer

Dynamic template design and digital content production for the marketplace.

Mar – Jun 2022

Independent

Art Director, Freelance

Brand identities, web design, advertising campaigns, packaging, across automotive, gaming, food & beverage, logistics, and more.

2016 – 2022

Gooweb Australia

Digital Producer, Melbourne & Sydney

Website creation and SEO, international experience.

Nov 2016 – Feb 2017

Where creativity
meets systems thinking.

A creative director
who speaks product.