Branding

Magic happens when you bring intention to intuition — Will Guidara (co-owner of Eleven Madison Park and author of Unreasonable Hospitality)

One of his favorite principles is to combine the familiar with the novel . Delight thrives at that intersection. If it’s too familiar, it blends in. If it’s too novel, people won’t trust it.

Delight, he notes, is the result of joy and surprise. When a product delivers both, it creates an emotional response that users remember, talk about, and return for.

Lorünser isn’t a brand you reinvent, it’s one you reveal. Our goal was to refine what was already there: the quiet elegance, the heritage, the emotional familiarity loyal guests have felt for generations,” says Cameron. “We drew from the hotel’s original materials, tone, and history to craft a brand and digital experience that feels timeless,... See more

There is a magical moment in the invention and development of a brand where you define your audience at an elemental level, and the seeds of sustained business growth are sown.

As we know, a brand does not exist except in the consciousness and perceptions of its consumers. So the act and art of crafting a persona is one of near god-like power, as it... See more

When brands get world building right it doesn’t feel like marketing.

That’s exactly what Burberry achieved with its Ibiza takeover. A subtle but significant brand play executed in full colour... They went all in. Rather than a single billboard, Burberry reimagined an actual real

world place.

The Standard hotel. Yellow flags on boats. Blue sea... See more

There’s a phrase that gets passed around a lot in brand and marketing circles these days. You’ve probably heard it. “Every brand is a media company.”

It sounds smart and maybe partly true. But like most sweeping statements you see on the internet, it’s only half the story.

Because while it’s never been easier to publish, post, and produce, the truth... See more

🚨 A vibe is not a brand strategy.🚨I continue to see young brands try to build from a strategy based on a “vibe.” A cool aesthetic, a specific energy, a mood they want to evoke. But this said vibe is not a strategy.A brand strategy is a clear POV, an intentional framework that defines who you are, what you stand for, and how you build lasting trust... See more