BRANDING

An approach to branding honed through deep experience in the world of luxury

INTRODUCTION

Based in London, SUM is a luxury branding agency. With a capability to manage your brand’s entire development, we’re happy to be involved throughout the process - from strategy to naming, visual identity to marketing, creative direction to branded content.

SUM will also create your e-commerce website and packaging concepts, as well as a strategy for Digital & Social.

We’ve been creating these kinds of brand assets for internationally recognised brands such as Jimmy Choo, AllSaints, Burberry, La Perla, and Victoria Beckham, as well as for luxury and lifestyle startups.

Beyond Strategy (about which you can read here), is a deep-dive into a number of other core branding deliverables:

Luxury branding showcased on Jimmy Choo’s mobile website, highlighting sophisticated design and seamless user experience in high-end fashion marketing.

Luxury Branding: Sleek, minimalist black packaging for Victoria Beckham, epitomizing modern luxury and high-end branding excellence.

VISUAL IDENTITY

Your brand’s visual identity can become a powerful asset, forming a major part of what makes it unique and appealing.

A distinctive logo or motif, strapline, imagery, film, typography and language will make your brand immediately recognisable. SUM uses the power of visual and verbal branding to help luxury brands stand out in their category, making them relevant, memorable, and sought-after.

At SUM, we’ll create your logo, colour palette, and layout. We’ll also set out guidelines for the use of imagery and film, tonality, typography, and writing style, enabling your in-house team and other partners to communicate your brand consistently and confidently at all touchpoints.

Luxury branding for Âme jewelry campaign image shot by Lachlan Bailey, showcasing SUM’s expertise in branding fine diamond jewelry. Highlighting ethical practices and modern design.

NAMING

When creating a brand name, SUM adopts a long term view that involves an intention to future-proof.

Our aim is to retain appeal and relevance for your brand name as the market landscape ebbs and flows during the decades to come.

We achieve this by drawing inspiration not from trends but rather from authentic, enduring themes within your company and your brand. These could be as diverse as the brand’s geographic location, its owners’ identity or character, its overall approach to product formulation, the way its ingredients are sourced, or from a unique insight about its target audience.

SUM creates aspirational brand names that have also been developed with the legal trademark process in mind, as well as the need for cut-through in the highly competitive worlds of luxury.

PACKAGING

SUM views packaging design as a valuable opportunity to make an impact across all aspects of the brand’s communications.

For example, we use digital tools to help develop a process of storytelling. This means that instead of your packaging simply having a static, on-the-shelf role, it can become part of your brand’s narrative, and we use technology to enhance the communication of this story.

The circular economy is quickly becoming a central part of the packaging story of many luxury and lifestyle brands, and SUM has deep experience developing sustainable packaging solutions for a variety of its clients.