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THE LUXURY BRANDING AGENCY

SUM is a London-based luxury branding agency collaborating with some of the world’s leading premium brands.

We will create your brand’s strategy, including naming, and develop its visual brand identity, marketing approach, creative direction, and branded content.

We have a depth of experience with internationally recognised brands such as  Jimmy Choo, Allsaints, Burberry, La Perla, and Victoria Beckham. Other projects include luxury jewellery brands Âme and hospitality branding for Annabels.

SUM offers a fully integrated agency approach for the digital age. 

We will start by developing your brand’s positioning and strategy, and then create a beautiful brand identity for it.

SUM will also create a visual approach for your e-commerce website, as well as packaging concepts, and a strategy for social.

We nurture long term collaborations with our clients, acting as an extension of their own teams. The launch is just the beginning.

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SELECTED PROJECTS

Luxury branding agency SUM designed exquisite packaging for Annabel’s, embodying the club’s opulent and exclusive identity. This image showcases SUM’s expertise in high-end branding and marketing strategies, reinforcing Annabel’s prestigious brand im

ANNABEL’S

SABYASACHI

Luxury branding agency SUM created the sophisticated logo for Jimmy Choo, reflecting the brand’s high-end identity. This image emphasizes SUM’s expertise in luxury lifestyle branding and marketing for top-tier clients.

JIMMY CHOO

SUM developed sleek, minimalist packaging for Victoria Beckham, epitomizing modern luxury. This project showcases SUM’s excellence in high-end branding and luxury marketing strategies for premium fashion brands.

VICTORIA BECKHAM

Luxury branding agency SUM created stylish packaging for AllSaints, reflecting the brand’s edgy, contemporary fashion identity. This image highlights SUM’s expertise in luxury brand packaging and high-end marketing.

ALLSAINTS

CERTÉ

ÂME

FABRIC OF SOCIETY

NÔSA

LA PERLA

POGGENPOHL

RIDGE CLUB

MWAZ

KŌRARU

PRO HUNTER

NOUSHELLA

SUM created branding for 24 Cornhill, reflecting prestige and sophistication. This project showcases SUM’s skills in luxury brand identity and high-end marketing.

24 CORNHILL

Explore SUM Design’s successful luxury marketing and advertising campaign for Aspinal. Our agency leveraged strategic branding and innovative marketing techniques to enhance Aspinal’s market presence.

ASPINAL OF LONDON

Luxury branding agency SUM developed marketing strategies for Vitkac, enhancing brand visibility in the luxury market. This project underscores SUM’s excellence in luxury marketing for premium brands.

VITKAC

SUM created vibrant Instagram content for Lisou, driving online engagement. This project highlights SUM’s expertise in luxury digital marketing and web design for fashion brands.

LISOU

Luxury branding agency SUM designed elegant branding for IBC, reflecting a sophisticated corporate identity. This project underscores SUM’s skills in luxury brand identity and high-end marketing.

IBC

Bespoke logo and visual identity for Bloomsbury by SUM, showcasing elegant branding with a refined bohemian touch.

BLOOMSBURY

Bespoke logo and visual identity design for British Fashion Council, featuring luxury branding and marketing elements by SUM Design, a London-based luxury branding agency.

BRITISH FASHION COUNCIL

BANDIDA

SUM produced digital content for Otiumberg, enhancing brand presence in the luxury jewelry market. This project showcases SUM’s expertise in luxury digital marketing and web design.

OTIUMBERG

Luxury branding agency SUM developed exclusive branding for Boujis, emphasizing nightlife luxury. This project highlights SUM’s skills in high-end lifestyle branding and marketing.

BOUJIS

SAVANNAH MILLER

FABRIC OF SOCIETY DIGITAL MARKETING

Portrait of Claudia Schiffer, highlighting luxury branding excellence by SUM, a leading luxury marketing agency.

CLAUDIA SCHIFFER

INSIGHTS

Featured
‘BESPOKE’ IN 2025
‘BESPOKE’ IN 2025

The promise of ‘bespoke’ is virtually as old as luxury itself. 

According to the Cambridge Dictionary, something bespoke is specially made for a particular person. The term can originally be traced to the word 'bespeak', which used to mean 'to explain; to indicate' - literally, 'to speak for something'.

For centuries, bespoke has been associated with custom-made or tailor-made items, in particular suits, dresses, and shoes. But we’ve come a long way, and the notion has expanded to cover an increasing diversity of categories, including cars, wealth-management, fine-dining, luxury travel, private jets, haute couture, and healthcare.

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THE PRINCIPLES OF BRANDING IN LUXURY HOSPITALITY
THE PRINCIPLES OF BRANDING IN LUXURY HOSPITALITY

Whether in London, Dubai, New York, Geneva, or Mumbai, there is an undeniable similarity between the clientele of luxury clubs, hotels, and exclusive medical spas, that is rooted in discernment and an expectation of elevated service.

For this reason, in the world of luxury hospitality, SUM’s approach is always to start by considering needs and attitudes of the customer, and only then to follow with the brand itself, and the experience it delivers.

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Featured
ELEVATING INDIAN LUXURY TO THE GLOBAL STAGE
ELEVATING INDIAN LUXURY TO THE GLOBAL STAGE

While the notion of craftsmanship – as it relates to luxury fashion – has traditionally been associated with European artisans, in particular those in Italy, France, and the UK, India has in fact been an active force in intricate design since the 1600s.

The challenge for India has been its recessive image among Western consumers, with many oblivious of the provenance of the beautiful embroidery, fabrics, and jewellery that form part of their luxury wardrobes.

The identity of the craft has so often been subsumed within the identity of the international mega-brand or designer for whom it was commissioned.

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LUXURY IN THE MIDDLE EAST
LUXURY IN THE MIDDLE EAST

In early 2023, Business of Fashion identified that during the year ahead the Middle East would offer the most promising growth prospects for luxury fashion of all global regions.

This impressive market evolution is accounted for by societal changes such as increased social freedoms, and a Gen-Z customer base increasingly in search of luxury brands.

It is also a result of government initiatives such as Saudi Vision 2030, whose ambitions are to enable the Kingdom to develop a thriving economy and a vibrant society that are not solely based on incomes from petroleum.

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