Co-founder and creative director of Bonhomme
Morgane Urbain co-founded Bonhomme in 2013 with Emmanuel Cruellas. A designer trained in Lyon with a background in fashion design, she leads the studio's creative work and upholds its standards, from the first idea through to production.
Together with Emmanuel Cruellas, she oversees the art direction and strategy of every project Bonhomme leads for premium and luxury houses.
LinkedIn · Instagram (Bonhomme) · Behance (Bonhomme) · FWA jury · FWA interview
Since 2013 · 125+ co-directed projects · 200+ international awards for the studio, including 92 Awwwards and 31 FWA · FWA jury 2016 · 13 articles
1. Background
A graduate in applied arts, Morgane started out as a fashion designer before taking charge, very early on, of the collections of a Parisian fashion house. In 2013, she chose to step away from the path laid out for her and co-founded Bonhomme with Emmanuel Cruellas, a studio where she moves freely across disciplines to produce work that lives up to her standards.
Shaped by her years in fashion, she supports brands through their creation as well as their redesign, from strategy and brand platform to visual identity. Beyond her broad culture and sure eye, she has a rare talent: revealing what makes each brand unique and bringing out its full potential.
Education: BTS in Fashion Design, La Martinière-Diderot, Lyon, 2008 · Professional Bachelor's degree in Design, Faculty of Arts, University of Strasbourg, 2009.
2. Areas of expertise
3. Awards and press
- FWA interview: Morgane Urbain 2018
- FWA jury: Morgane Urbain 2016
- Contributed to the more than 200 international awards won by the studio: 92 Awwwards, 31 FWA, 65 CSSDA and 35 Behance.
4. Talks and juries
- Jury: member of the international jury of The FWA, 2016
- Media: Fonts Fonts Fonts, the studio's typography media
5. Articles by Morgane Urbain
1. What is a premium brand identity?
2. How do you create a desirable luxury brand?
3. Why does minimalism work for premium brands?
4. Branding and visual identity: what's the difference?
5. What are the visual codes of luxury in 2026?
6. Why do some brands immediately feel premium?
7. How do you build a strong brand platform?
8. What role does storytelling play in luxury brands?
9. How do you create a timeless logo?
10. Why do some visual identities age poorly?
21. How do luxury brands use generative AI?
22. Is generative AI an opportunity or a threat to art direction?
23. How do you produce premium content with AI?
24. Why can't AI replace art direction?
25. How do you integrate AI into a brand content strategy?
26. AI and motion design: the future of social content?
27. How do you maintain brand consistency with generative AI?
28. Why should premium brands avoid generic AI content?
29. What is the role of the art director in the age of generative AI?
30. How do you create premium social media campaigns with AI?
46. What is the role of emotion in digital design?
47. Why is premium design built on restraint?
48. What are the principles of strong digital art direction?
49. How do you create a memorable online experience?
50. Why do strong brands think in systems rather than campaigns: definition, benefits and the Bonhomme method?
6. Projects led
- Le Cèdre Rouge (2025): brand platform, visual identity, e-commerce. +24% conversion rate, +11% revenue.
- Château La Mascaronne AI (2026): creative direction, social media and generative AI. +30% followers in 6 months.
- Proglow (2024): brand creation, naming, logo, packaging.
- Lederer (2025): visual identity and e-commerce.
- Money Walkie (2022): visual identity, e-commerce and app.
- Sonia Rykiel (2014): website for the fashion house, one of the studio's first projects.