Gentleman's Journal: GJ Club Art Direction

The challenge was to develop a premium visual direction that positioned GJ Club as an exclusive membership experience while remaining true to Gentleman's Journal's editorial identity.

Working from the publication's established brand, I explored a series of styleframes to define the visual language for a short promotional film introducing the GJ Club loyalty programme. Designed for both the website and social media, the concept needed to communicate exclusivity within a concise, attention-grabbing format.

Rather than taking a conventional luxury approach, I developed a bolder, more graphic direction that combined editorial photography, product imagery and typography into a dynamic visual system. The aim was to capture the contemporary feel of the magazine while creating a campaign that felt aspirational, stylish and instantly recognisable across digital platforms.

These styleframes formed the creative foundation for the animation, establishing the composition, pacing and visual language before production began.

Role: Art Direction, Styleframes, Storyboard

Click the image above to view the completed motion project.