Clara Quinteros - ACT II - AI Art Direction & Branding

ACT II / The Elevated Threshold

Paris, 2025

Creative Direction, Conceptual Branding, and AI Aesthetic Manifesto for Luxury sportish-streetwear.

For this project, my goal was to develop a fictive brand identity for the Luxury Lifestyle sector from the ground up. The ultimate goal was to explore further AI tools such as MidJourney and Gemini. But first of all, I began with a deep strategic immersion to define the core concept of this brand and it's name.

I established The Elevated Threshold as the defining philosophy: the brand celebrates the refined result of discipline, not just the raw effort. From this concept, I created the Naming A C T II and developed a rigorous verbal identity, using headlines replacing "two" by "to" (Act To Discipline, Act to Focus, etc) to reinforce the brand's intentional purpose.

For the Visual Direction, I designed a precise aesthetic architecture, selecting a controlled saturation palette to achieve the desired retro-futurist tension. Finally, I utilized AI tools (Midjourney + Nano Banana) to execute a set of high-fidelity key visuals that immediately communicate this aesthetic.

ACT II is a commitment to the aesthetic of performance: a full-scale brand identity where discipline is the ultimate expression of style.