Here are some possibilities, depending on the emphasis:
Focusing on the idea or feeling:
* Visual metaphor: This emphasizes using imagery to convey a deeper meaning or emotion.
* Visual narrative: This suggests a story or sequence of images that tell a tale.
* Visual concept: This highlights the underlying idea or theme behind the design.
* Symbolic representation: This emphasizes the use of symbols to communicate meaning.
Focusing on the design aspect:
* Aesthetic statement: This focuses on the beauty, style, and impact of the visual elements.
* Design language: This highlights the unique visual vocabulary and principles employed.
* Visual identity: This emphasizes how the visuals create a distinct and recognizable brand or persona.
* Visual impact: This emphasizes the powerful and memorable nature of the visuals.
Combined terms:
* Visual expression: This broadly encompasses both the idea and design aspects.
* Visual communication: This highlights the intention to convey a message through visuals.
* Creative visual statement: This emphasizes the originality and artistry of the work.
Ultimately, the best term will depend on the specific context and what you want to emphasize.
Example:
If you're talking about a poster with a strong graphic design that communicates a sense of urgency, you might call it a "visual statement of urgency" or a "compelling visual narrative."
If you're talking about a website with a unique color palette and typography, you might call it a "strong visual identity" or a "distinctive design language."
Remember, the most important thing is to communicate clearly and effectively what you're trying to convey.