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 delivers for premium and luxury houses.
1. Background
Morgane Urbain first trained in fashion design, a discipline that still shapes the way she looks at materials, detail and desirability.
In 2013, she founded Bonhomme with Emmanuel Cruellas. Since then, she has led the studio's creative direction, ensuring creative rigour and production quality on every project.
Discover the Bonhomme studio and Emmanuel Cruellas, co-founder and design director.
2. Areas of expertise
- Premium and luxury branding
- Visual identity and brand platform
- Art direction
- Brand storytelling
- Generative AI for content creation
3. Awards and recognition
- Contributed to more than 200 international awards won by the studio: 92 Awwwards, 31 FWA, 65 CSSDA and 35 Behance.
- Interviewed by The FWA.
4. 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?