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Yassine Chenna

@yassinechenna

Founder and Creative Director of YC, a contemporary sneaker brand creating refined, minimal, timeless footwear.

I launched YC, a contemporary sneaker brand shaped by design, culture, and craftsmanship. Growing up in the 90s, I saw sneakers as a form of expression, and I set out to create a more refined, minimal, and timeless approach to footwear.

At Dragons Group, I worked across brand identity and visual storytelling, digital marketing, social content, video production, motion graphics, photoshoots, and UX/UI design. I also helped keep campaigns consistent with each brand.

Before that, I worked as an Art Director and Senior Graphic Designer at TERRITORY Influence (Bertelsmann Group), developing creative concepts and storyboards and working on digital advertising, print, packaging, and visual identity. My background in art direction and trend research informs my ambition to build YC around precision, authenticity, and lasting design.

Experience

Work history, roles, and key accomplishments

Founder & Creative Director

Jul 2025 - Oct 2026 (1 year 3 months)

Worked as Founder & Creative Director at YC.

Creative Maker

Dragons Group

Feb 2019 - Jul 2025 (6 years 5 months)

Hybrid skills across design
• Digital Marketing and Social Media Content Creation
• Brand Identity and visual storytelling
• Directing and managing, video Production, Motion Graphics and photoshoots
• Integrating technical and visual solutions through UX/UI design
• Ensuring that all campaigns have a consistent branding
• Understanding trends within the scope of the industry we are working in

Art Director

TERRITORY Influence (Bertelsmann Group)

Jan 2014 - Feb 2019 (5 years 1 month)

• Working with copywriters to generate creative ideas and concepts to fulfil the client's brief;
• Pitching creative ideas to clients;
• Producing storyboards to communicate ideas to the client;
• Conducting meetings with production houses and other directors;
• Advising new creatives, reviewing their 'books' and managing new teams working with the agency.

Senior Graphic Designer

TERRITORY Influence (Bertelsmann Group)

Feb 2013 - Jan 2014 (11 months)

Word-Of-Mouth Marketing.
• Digital Marketing & advertising design
• Magazine and brochures design (print and digital format)
• Packaging design
• UI design
• Visual identity

Art Director Assistant

Alberta La Grup

Jul 2012 - Feb 2013 (7 months)

Luxury lifestyle management company services of different business directions which cover every facet of the luxury lifestyle, including Travel arrangements, Events, Public Relations, Business Services and more...

Graphic Designer

Freelance

Jan 2006 - Jan 2009 (3 years)

Worked as Graphic Designer at Freelance.

Education

Degrees, certifications, and relevant coursework

IED Barcelona

Master , Trends Research

2011 - 2012

Trend Research helps me to get into the world of consumer trends, which goes from understanding how and why they come about and how to detect them, to knowing how to understand them and apply them successfully developing the critical eye they need to detect why things happen, which are the driving forces behind change and how those changes represent new business opportunities.

CEI Escuela de Diseño

Degree in Audiovisual Communication

2010 - 2011

This Degree prepares me to become qualified professionals in the field of communication with the capacity to envision, produce and direct audiovisual content of various design for multimedia integration and broadcast on any platform.

Centro Universitario San Isidoro

Bachelor's Degree, Graphic Design and Digital Creativity

2006 - 2010

Graduates from this course have gone on to work in sectors such as publishing, graphic design, web design, media and arts administration, or are self-employed and also provides an excellent basis for further studies.