ABOUT
FRAAAMES is a small studio. Based in Paris.
Founded by Gabriel Mokayed in 2025, it builds visual systems for founders, brand teams, and cultural institutions where aesthetics and strategy need to work as one.
Its core methodology, the Visual System, connects every creative decision to a business objective. Not just how a brand looks, but why it looks that way, and what it is supposed to do. Visual decisions are strategic decisions.
The studio works across three disciplines: Visual Systems, Creative Direction, and Visual Production. From methodology to film, photography, identity, and installations. Built to last beyond the brief.
Gabriel's background spans film direction, creative production at LVMH (24S), and independent practice including two photography books and an art exhibition in Paris. FRAAAMES is the studio built on that foundation.
Clients have included Hublot, LVMH, 24S, Rabanne, AMI Paris, and the LVMH Prize.
Curiosity. Discipline. Momentum.
FAQ
What is a visual system?
A visual system is a structured framework that connects every creative decision to a business objective. Not a mood board or a style guide. A logic that defines why each visual choice exists and what it is supposed to do, whether building desire, generating trust, or creating long-term attachment.
What does FRAAAMES do?
FRAAAMES builds visual systems for founders, brand teams, and cultural institutions. It works across three disciplines: Visual Systems, the core methodology; Creative Direction, translating ideas into image and space; and Visual Production, giving those ideas physical and digital form through film, photography, and installations.
Who does FRAAAMES work with?
Founders and brand teams who understand that aesthetics is strategy. Clients have included Hublot, LVMH, 24S, Rabanne, AMI Paris, and the LVMH Prize.
Where is FRAAAMES based?
Paris, France. The studio works with clients internationally.
What is the difference between a visual system and branding?
Branding typically defines how something looks. A visual system defines why it looks that way and what each decision is supposed to achieve. The result is a creative logic your team can use independently, not just assets handed over at the end of a project.
How do I work with FRAAAMES?
Send a message to contact@fraaames.com. No deck needed. A brief description of what you are building is enough to start.