01
Brand Identity
Naming, logo systems, visual language and guidelines built to scale — identity as infrastructure, not decoration.
Design Folio·Art Direction·Visual Systems
Design as infrastructure,
not decoration.
I’m Alexandre “Xtincell” Djengue — a Brand Architect and Art Director trained as a telecom engineer. I design identities, campaigns and image systems for premium brands and artists across West & Central Africa, treating every brand like an operating system: DNA, signals, flows, conversion.
15+ yrs in the craft25+ brands & artists3 practices — strategy · direction · executionYaoundé → Abidjan
01Disciplines
One studio, the full chain.
From the first positioning conversation to the delivered pixel — these are the crafts I cover, each a complete discipline rather than an add-on.
02
Art Direction
Concept, casting, styling and image direction for campaigns, artists and premium brands. Coherence across every frame.
03
Photography
Studio, product, portrait and event photography. Fifteen years behind the lens for FMCG, music and hospitality.
04
Motion & Video
Music videos, advertising films and social capsules — directing, image and edit, multi-format delivery.
05
Design Systems
Componentised brand kits, templates and asset libraries so a brand stays consistent at production speed.
06
AI-Assisted Studio
LaFusée — a governed, AI-assisted pipeline that runs the ADVE/RTIS method without diluting direction.
02Selected work
Art direction & execution.
A curated set of art-direction and production cases — music, FMCG, hospitality and luxury. The full bilingual folio lives on the work page.
MATANGA AgencyJanuary 2025 — present
MATANGA AGENCY
Creative & Art Director
Creative & art direction for major FMCG and institutional accounts: Friesland Campina (Bonnet Rouge, Peak, Omela), Ecobank CAR, Cadyst Group (Cadyst Grain / Panzani, LaPasta — First, Foodies, Gold —, Delys & Barka). Global vision, production oversight, cross-brand coherence.
Friesland CampinaEcobank RCACadystLaPastaDelys & Barka
HoHaaa MusicArtist music video
RETLAW × HoHaaa Music
Directing · Direction
Directing the music video for artist Retlaw for the HoHaaa Music label — production Friends Studio × Upgraders. Art direction, staging, image.
Music videoRéalisationLabel
UMA2018 — 2022
UNIVERSAL MUSIC AFRICA
Lead photographer & art director
Commissioned via Imperial — the talent agency led by Esther Naah — for the UMA Cameroon roster: Locko, Mimie, Charlotte Dipanda, Singuila, Cysoul. Art direction and portraiture: standardising an iconography exportable beyond Cameroon.
LockoMimieCharlotte DipandaSinguilaCysoul
KOF1st → 3rd edition (Aug. 2024)
KOF — K-mer Otaku Festival
Art Director (since the 2nd)
Pop-culture festival (manga, cosplay, gaming, comics) — Yaoundé. Photography for the 1st edition, then art direction from the 2nd. 3rd edition: National Museum + 6th District Hall, 5,000 tickets, partners Infinix, Zebra Comics.
FestivalIdentité visuellePop culture
Bimstr Agency2018 — 2020
BIMSTR AGENCY
Creative & Art Director
Directing event and photographic production for public figures. First contact with Chococam.
ÉvénementielPortraits VIPAgence
Top2020 — 2022 · Douala
TOP — Brasseries du Cameroun (SABC)
Art Direction & Production
The era of Cameroon’s “lemonade war” (Top vs Bubble Up vs Spécial limonade) — launch of Top Bitter Lemon (Oct. 2020), brand activations, social and event content. Work across the SABC ecosystem at a pivotal moment for the Top franchise.
FMCGBoissonTop Bitter LemonActivationSocial
Akwa Palace2025
AKWA PALACE
Video advertising direction
Video advertising campaign for the Akwa Palace hotel (Douala). Image direction, shooting, editing, multi-format deliverables — production Friends Studio × Upgraders.
VidéoHospitalityAdvertising
Oceanis Kribi2024
OCEANIS KRIBI · The Villa
Video & image production
Visual content production for Oceanis Kribi — The Villa (seaside resort). Image direction, video, lifestyle shooting.
HospitalityLifestyleVidéo
Maison Gimane2024
MAISON GIMANE
Photo & video production
Bespoke jewellery — visual content production for the brand. Product image direction, shooting, social-media variations. Friends Studio × Upgraders.
JoaillerieProduitLuxe
Chococammulti-project
CHOCOCAM
Photo · Video · Reportage
Coverage of the March 8 parade (Benny), vox-pop interviews, 2 pilot episodes & fun-day reportage (Big Gum), Mother’s Day (Tartina, Matinal), Chococam health capsules, May 1 (Tiger Brand), Valentine’s Day & product shoot (Mambo).
BennyBig GumTartinaMatinalMamboTiger Brand
Orange CamerounWhite-label
ORANGE Cameroun
Event photography
In a duo with Stéphane Nounamo (Friends Studio × Upgraders), via Publicis then McCann. Coverage of Orange Excellence (scholarships for the top 30 graduates), ANAFOOT (youth football academy), the first Indomptable, Mimie concert.
Orange ExcellenceANAFOOTConcertsCinéma
03Visual index
The hand holds the tool.
Selected photographic collections — weddings, festivals, artist portraits and corporate. Each tile opens the full collection on Pixieset.
04Approach — ADVE/RTIS
A method, not a mood board.
Every project runs on ADVE/RTIS — an ADVE foundation (the identity) and an RTIS propellant (the action). It’s the proprietary method behind UPgraders and LaFusée.
A
AUTHENTICITY
We extract the DNA, we don’t imitate.
D
DISTINCTION
Immediate visual rupture.
V
VALUE
Every pixel serves a KPI.
E
ENGAGEMENT
From spectator to believer.
R
RISK
The SWOT derived from ADVE.
T
TRACK
Market study vs ADVE + Risk.
I
INNOVATION
Every actionable move.
S
STRATEGY
Dynamic roadmap.
ADVE — Authenticity · Distinction · Value · Engagement · RTIS — Risk · Track · Innovation · Strategy
Let’s build a system.
Brief, project or plain curiosity. If you have a brand or an image that needs to say something, we should talk.
XTINCELL · Alexandre Djengue·Brand Architect & Art Director·© 2026