It is a transformation deck...
Actually, that's a common mistake. The deck is custom, but not a transformation deck.
In a transformation deck, the spot cards would have a traditional, standard placement for the pips, but there would be a drawing of some kind that links the pips into the image - one possible example would be the three pips on the Three of Diamonds being drawn to look like three fish in a body of water.
If the pip placement is non-traditional and is altered to suit the image being presented on the card, that's a semi-transformation deck. Emmanuel Jose's deck designs are some of the finest modern work in semi-transformation decks today. The Curator Deck and Clipped Wings have just released and he's either recently launched or is preparing to launch a KS project for his third deck, Sawdust.
For the court cards, I'm not completely certain, but I believe that the transformation decks have a standard court set usually and semi-transformation decks can have traditional or custom. So don't quote me on that!
Without the drawings incorporating pips into the images, this is a custom deck, not a transformation deck of any kind.