Noémie Coudray

Art direction & visual storytelling

Image · Editorial · Digital · Culture & heritage

More than twenty years creating visual worlds and editorial experiences for the press, beauty and luxury houses, and culture. From ELLE’s award-winning app to face charts drawn for Yves Saint Laurent Beauté and Lancôme.

Selected work

Press, luxury beauty and culture

Six projects that sum up how I work: giving content its right form, from magazine to screen, from a make-up gesture to a drawn line.

01
ELLE

ELLE aime la mode

Collector iPad app

Year
2011
Context
Lagardère Active · ELLE France
Role
UI/UX project lead · Graphic design

1st innovation prize · Lagardère Awards 2011

Turning a special fashion issue into a full tablet experience: a collector app that extends the magazine’s voice through portraits, designers’ studios and games.

Launched on the App Store on 6 May 2011, the app brought together luxury ateliers in 360°, a history of fashion told with Karl Lagerfeld and Christian Lacroix, a showcase for young designers and a virtual shop window with BrandAlley.

I designed the architecture, layouts and reading paths, working directly with ELLE’s editorial team, its art direction and a team of about twelve developers.

With ELLE’s editorial team (ed. Valérie Toranian), art director Santiago Boutan and the digital teams of Lagardère Active.

Home screen: mosaic of portraits and summer 2011 trends Screen “The art of minimalism”, 1987 to 2011 Screen “Christian Lacroix draws” Illustrated quiz screen Screen “Inside Christian Louboutin’s studio”
The app’s launch film, 2011
02
Paris Match

Paris Match on iPad

The magazine’s first digital edition

Years
2010 – 2011
Context
Lagardère Active · Paris Match
Role
Graphic design · UI/UX

First 60 issues

Giving Paris Match’s photographic storytelling its digital form: large formats, reading rhythm and image hierarchy rethought for the screen, issue after issue.

Within the creative and technical team, alongside the magazine’s editors and art direction. Fifteen years later, I am back at Paris Match, now part of the LVMH group.

Pages from the Paris Match iPad edition: Marion Cotillard, fashion, culture
03
Présence Compositrices

An identity for women composers

Logo, visual identity and website

Years
2019 – 2020
Context
Resource centre for women composers, classical music
Role
Art direction · Logotype · Brand guidelines · Print & web design

26,000 works, 2,200 composers

Giving women composers of classical music a visual presence: a “C” monogram whose lines recall the musical staff, developed into full guidelines from print to web.

Art direction of the website and its database, with the agency Le Contact Moderne (development, UX, SEO). The site is still live and now lists more than 26,000 works.

Live sitepresencecompositrices.com →

Présence Compositrices logo embossed on textured paper
04
Yves Saint Laurent Beauté

Face charts & Paris Premières Roses

Illustration, imagery and point of sale

Years
2010 – 2022
Context
YSL Beauté
Role
Illustration · Visual design · Animation · POS design

12 years of collaboration

Translating a make-up gesture into a single line: face charts for the house, from drawing to animation.

For the Paris Premières Roses limited edition (2012), design and illustration of the point-of-sale display: a watercolour of roses wrapping the bottles and carrying the fragrance’s world into the store.

Yves Saint Laurent Paris Premières Roses display, watercolour roses around the bottles
YSL Beauté line-drawn face chart next to Le Teint Encre de Peau
05
Lancôme

Images that teach the gesture

Face charts, technical illustration and digital

Years
2006 – 2018
Context
Lancôme · Europe, USA and worldwide
Role
Art direction · Illustration · Animation

Over 10 years of collaboration

Face charts, hyperrealistic images and animations that teach make-up technique: a visual language serving the house’s expertise, rolled out internationally.

In 2014, art direction of the Visionary pre-launch platform (Europe – USA), with the agency Twinpix for technical production.

Lancôme hyperrealistic image board: foundation application gestures
Lancôme Visionary pre-launch platform on screens
Lancôme line-drawn face chart with product notes
Hyperrealistic illustration of an eye being made up with a brush
Animated eye make-up gesture
06
L’Oréal Professionnel · Redken

My Hair Room

L’Oréal Hack Day, mobile app prototype

Year
2014
Context
BeMyApp × L’Oréal Professional Products hackathon, at École 42
Role
Art direction · UI/UX · Team coordination

3rd winning team

Twelve hours to invent the app that brings the hair salon closer to its clients: My Hair Room, a mobile prototype conceived, designed and coded in a single day.

I led the art direction and coordinated a team of young talents: nine students from the MMI Master’s at the Sorbonne on design, three École 42 students on development.

Organised by BeMyApp and L’Oréal’s Professional Products division, with L’Oréal Professionnel, Kérastase and Redken.

PressThe L’Oréal Hack Day in Programmez (French) →

The My Hair Room team with Xavier Niel, founder of École 42
With Xavier Niel
Demonstrating the app to the jury
The demo
The app’s journey: ambiance, salon, hairstylist
The journey
On stage, the Redken team
On stage

The Hack Day

  • 27.032014, at École 42, founded by Xavier Niel, in Paris
  • 12 hof competition, from idea to prototype
  • 3brands: L’Oréal Professionnel, Kérastase, Redken
  • 12students on the team, MMI Sorbonne and École 42
  • 3rdwinning team

Clients

Houses, media and institutions

Press ELLE · Paris Match · M6 · Lagardère Active
Beauty & luxury Yves Saint Laurent Beauté · Lancôme · Givenchy · Giorgio Armani · Helena Rubinstein · Boucheron · Chloé · Mugler · Clarins · L’Oréal Professionnel
Brands & culture Nespresso · Disneyland Paris · La Poste · Présence Compositrices

See the full portfolio →

Approach

From seeing to form

  1. Intention

    Every project starts with listening and observing: its context, its uses, what makes it unique. From there comes a clear intention and a language of its own.

    Art direction · Editorial creation · Visual languages

  2. Design

    I design coherent forms and narratives, shaped for their audience. The project takes shape as a living identity, readable and embodied.

    Visual systems · Editorial identities · Illustration and visual storytelling

  3. Formats and roll-out

    The project comes to life in the formats that best serve its story, with the right teams, agencies and talents, aiming for coherence rather than excess.

    Print and digital · Books and narrative objects · Digital · POS and retail

Career

Art director, illustrator, writer

My work explores the links between image, text and visual storytelling, with constant attention to the reading experience.

Trained in applied arts at EPSAA in Paris, I started in the press, where I helped bring ELLE and Paris Match to the tablet. As an independent art director, I then put images at the service of luxury beauty houses: face charts, imagery and launch campaigns for Yves Saint Laurent Beauté, Lancôme, Givenchy and Giorgio Armani.

Alongside this, I write about the performing arts, especially dance, and develop a drawing practice centred on the body in motion. A member of SAIF, I have a sound knowledge of copyright and image rights.

  1. 2025 – now
    Paris Match · LVMH groupContent and heritage
  2. 2022 – 2023
    City of Champigny-sur-MarneHead of the image department, team of 7
  3. 2012 – 2022
    Studio CoudrayIndependent art director: luxury beauty, interfaces, brand content
  4. 2010 – 2012
    Lagardère ActiveDigital press graphic designer: ELLE, Paris Match
  5. 2008 – 2009
    M6 Métropole TélévisionGraphic designer

Writing & culture

Performing arts reviews for Paris-Art and ExMovere.art

Rirenvert press illustration competition, sponsored by Tignous and Cabu

Education

EPSAA, applied arts, multimedia

BA in cultural project management, performing arts, Université de Provence

ENDA, National Art School of the Paris Biennale

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