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SUM Design - Luxury Branding & Marketing Agency
Work
Strategy
Branding
Digital
Content
Insights
About
Contact
SUM Design - Luxury Branding & Marketing Agency
Work
Strategy
Branding
Digital
Content
Insights
About
Contact
Work
Strategy
Branding
Digital
Content
Insights
About
Contact
IN LUXURY BRANDING, A DIGITAL WORLD IS ELEVATING THE PHYSICAL TO NEW HEIGHTS
Simon Woolford 28/05/2025 Simon Woolford 28/05/2025

IN LUXURY BRANDING, A DIGITAL WORLD IS ELEVATING THE PHYSICAL TO NEW HEIGHTS

In an era defined by AI, templates, and instant digital branding, luxury brands are finding renewed power in the physical. This article explores why craft, materiality, and human intention matter more than ever in building enduring emotional connections.

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THE PRINCIPLES OF BRANDING IN LUXURY HOSPITALITY
Simon Woolford 17/05/2024 Simon Woolford 17/05/2024

THE PRINCIPLES OF BRANDING IN LUXURY HOSPITALITY

How brand identity, service and storytelling come together to shape high-end hospitality experiences across hotels, clubs and wellness spaces.

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GENERATIVE AI IN LUXURY. QUANTUM SHIFT, OR REALLY USEFUL TOOL?
Simon Woolford 16/08/2023 Simon Woolford 16/08/2023

GENERATIVE AI IN LUXURY. QUANTUM SHIFT, OR REALLY USEFUL TOOL?

Exploring the tension between AI innovation and human authenticity in luxury. SUM considers how generative AI could support, but not replace, the craftsmanship and storytelling that define true luxury.

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GEN-Z AND THE NEW FACE OF LUXURY
Uncategorized 27/10/2022 Uncategorized 27/10/2022

GEN-Z AND THE NEW FACE OF LUXURY

Discover how Gen Z is redefining luxury fashion. SUM Design explores new expectations, shifting aesthetics, and branding approaches tailored to this evolving luxury consumer.

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