Archive - ART DIRECTION

Being Many Things Is Not a Problem to Solve

How the disciplines you can't choose between become the work only you can make

Jun 14 • Zoë Yasemin

A Photograph Doesn't Prove Anything Anymore

What luxury image-making becomes when no one believes their eyes

Jun 7 • Zoë Yasemin

The Editorial Budget Collapse

Where the money that built modern visual culture went, and what working image-makers can do now that scale and time are gone

Jun 2 • Zoë Yasemin

May 2026

Your Creative Signature Is Built With Someone Else

Why the image-makers you admire almost all climbed with a long-term creative partner, and how to find yours now

May 18 • Zoë Yasemin

The End of Taste as Currency

Why knowing the right references stopped being enough, and what differentiates work now

May 10 • Zoë Yasemin

An Actual Introduction After Three Years

Three years of writing about art direction, and the introduction I never quite got around to writing

May 7 • Zoë Yasemin

We Made Brands So Safe They Stopped Being Interesting

What happens to art direction when the brief is "do not get us in trouble."

May 1 • Zoë Yasemin

April 2026

The Helmut Lang World Beyond Him

A vocabulary outlived its author and 25 years on, other people are still finishing his sentences.

Apr 21 • Zoë Yasemin

The Sofia Coppola World Beyond Her Films

How one creative vision became a universe across film, fashion, publishing, and everything in between

Apr 12 • Zoë Yasemin

The Five Creative Portfolio Archetypes

On the single strategic choice that shapes every brief your portfolio gets offered

Apr 7 • Zoë Yasemin

March 2026

The Infrastructure Behind the Reference

A conversation with Andy McCune, founder of Cosmos, on building a platform that serves creative thinking instead of replacing it

Mar 31 • Zoë Yasemin

Having a Signature Style As a Creative Shouldn't Be The End Destination

When the things that make your work recognisable are also the things keeping it still

Mar 27 • Zoë Yasemin