service · 9 cases
brand strategy
from a beauty launch to a way back into china
global luxury house · China · beauty
A house well known in China had drifted out of the conversation, and wanted to know where its beauty line could win before investing.
- beauty
turning chinese origin into a premium credential
premium cigar house · China → Europe
Created the name, strategy and identity for a Hainan cigar house, and turned an origin no one associated with fine cigars into the brand’s distinctive asset.
- lifestyle
two brands, two opposite problems
global wine company · China
One brand was known but confusing; the other was barely known and read as dated. We gave each a distinct role and positioning, so the two grew different parts of China’s wine market instead of competing.
- wines & spirits
turning heritage into a way of hosting
independent boutique hotel · Southeast Asia
Found the hotel’s story in the messages once sent from a pre-war building, and turned it into a hospitality promise carried through the name, persona, pillars and guest experience.
- hospitality
reframing modern making for luxury
global luxury manufacturer · Asia
Turned world-class manufacturing capabilities into a distinctive corporate story, identity and content system for global luxury partners.
- manufacturing
- fashion
building a global city brand
municipal government · Shanghai
Created one clear international proposition connecting Shanghai's tourism, culture, trade and investment stories across audiences and markets.
- place branding
evolving a global brand platform
global luxury menswear house · Global
Moved the brand beyond product-led communication into a more emotional cultural platform about modern masculinity, legacy and enduring values.
- fashion
stretching a performance brand into luxury
global sports brand · China
Established where the brand had permission to play in luxury and built the consumer, cultural and strategic playbook required to make the move credible.
- sports
- fashion
creating an insider luxury destination
luxury retail destination · Shanghai
Defined a differentiated luxury destination built around discovery, then translated it into positioning, experience architecture and tenant strategy.
- retail
other services
- culture first
- culture research
- culture strategy
- employee experience
- market entry
- growth strategy
- consumer research
- consumer strategy
- naming & identity
- cultural strategy
- portfolio strategy
- route to market
- activation
- experience design
- creative platform
- business case
- clienteling
- partner identification
- place branding