Co-founder and Design Director of Bonhomme
Emmanuel Cruellas co-founded Bonhomme in 2013 with Morgane Urbain. A designer trained in Lyon, he has more than twenty years of experience in the creative industry and leads the studio's design work.
Together with Morgane Urbain, he oversees the art direction and strategy of every project Bonhomme delivers for premium and luxury houses.
1. Background
Emmanuel Cruellas has worked in the creative industry for more than twenty years, across graphic design, art direction and digital design.
In 2013, he founded Bonhomme with Morgane Urbain. He leads the studio's design and steers the creation of its digital experiences, from branding to website.
Discover the Bonhomme studio and Morgane Urbain, co-founder and creative director.
2. Areas of expertise
- Digital design and immersive experiences
- UX/UI for premium brands
- Branding and visual identity
- Design systems
- Visibility in AI engines (SEO and GEO)
3. Awards and recognition
- Editorial portrait published by Awwwards in 2026.
- Contributed to more than 200 international awards won by the studio: 92 Awwwards, 31 FWA, 65 CSSDA and 35 Behance.
4. Articles by Emmanuel Cruellas
11. What is a premium digital experience?
12. Luxury UX: which mistakes destroy desirability?
13. Why do overly complex websites convert poorly?
14. How do you design an immersive website without hurting performance?
15. What is the future of the immersive web in luxury?
16. How do animations improve brand perception?
17. How do you balance aesthetics and conversion on a premium website?
18. What are the UX principles of premium brands?
19. What is a premium design system?
20. How do you create consistent art direction on the web?
31. What is GEO (Generative Engine Optimization)?
32. How do AI systems understand a brand?
33. SEO vs. GEO: definitions, differences and an integrated strategy?
34. How do you optimize a website for ChatGPT and Google AI?
35. Why do premium brands need to work on their AI visibility?
36. How do you structure a website for AI engines?
37. Which SEO mistakes hurt visibility in LLMs?
38. Why does expert content dominate AI engines?
39. How do you become a source cited by ChatGPT?
40. How do AI systems choose which brands to recommend?
41. Why is designing branding and digital separately a mistake?
42. How do you design the UX of a premium brand?
43. How do you design an immersive digital experience?
44. Why does visual consistency build trust?
45. How do we balance aesthetics, performance and SEO?