Art Direction
Art direction for the pictures, type, and pace of a page.
Art direction is how the page feels before the sentence
Art direction here is the crop, the type, the photography, and the pace, decided together. BlueLaser is an equipment brand. L1 Wallet has to feel careful because it is a wallet. Petra Molnar is a person, so the page should not look like a product launch.
The direction lives on the website. It is not a separate campaign that the site then ignores.
Where to look
Compare those three projects rather than looking for one house style. Visual identity is the system underneath the direction. Interaction design is the part that moves, and only when the movement explains something.