WHAT DEFINES A LUXURY BRAND TODAY
Luxury brands are defined less by what they claim and more by how they behave. Strategic clarity, restraint, and consistency over time distinguish true luxury from approximation.
‘BESPOKE’ IN 2025
How bespoke has shifted from handcrafted exclusivity to purpose-led personalisation - and what this evolution means for luxury brands in 2025. Linked to our work in luxury brand strategy.
WHAT MAKES A MODERN LUXURY BRAND IDENTITY WORK
A luxury brand identity is more than a logo – it is the visual language that communicates strategy through detail, restraint and craft. From typography to digital expression, the strongest systems create trust by feeling inevitable. Explore our approach to luxury brand strategy.
THE PRINCIPLES OF BRANDING IN LUXURY HOSPITALITY
How brand strategy, identity, service and storytelling come together to shape high-end hospitality experiences across hotels, clubs and wellness spaces.
ELEVATING INDIAN LUXURY TO THE GLOBAL STAGE
Helping Indian designers transform local craft into globally recognised luxury - with digital strategy, brand identity and storytelling.
LUXURY IN THE MIDDLE EAST
Exploring the fast-evolving Gulf luxury market, and how a luxury branding agency can help global brands resonate with audiences across Saudi, UAE and Kuwait.
ACCESSIBLE LUXURY – A NATURAL HOME FOR LAB-GROWN DIAMONDS
Why lab-grown diamonds thrive in accessible luxury but struggle at the top. SUM explores the market dynamics, branding cues, and future opportunities for jewellery brands entering this evolving category.
WHY BRAND STRATEGY STILL MATTERS IN THE DIGITAL AGE
Luxury branding is evolving quickly, yet strategy remains the foundation. In a digital age of speed and distraction, it provides the clarity and consistency that build long-term value. Discover SUM’s approach to luxury brand strategy.
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.
MODERN HERITAGE. HOW TO COMPETE IN A LUXURY MARKET DOMINATED BY CENTENARIAN BRANDS.
How new luxury brands can earn credibility through authenticity and craft — without waiting 100 years for heritage to happen.
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.
HOW INCLUSIVE IS YOU EXCLUSIVE BRAND?
Can a luxury brand be both exclusive and inclusive? We explore how high-end positioning can coexist with a modern, diverse brand strategy.
CRAFT AND THE DEMOCRATISATION OF LUXURY
How a renewed appreciation for global craft is reshaping luxury — from heritage ateliers to emerging artisan communities worldwide.
JING COLLABS & DROPS SPOKE WITH SIMON WOOLFORD OF SUM ABOUT BACCARAT’S LATEST COLLABORATION WITH POKÉMON
Simon Woolford comments on Baccarat’s $25k Pokémon collaboration — and what it signals about the fusion of pop culture and luxury branding.
LUXURY WITH A HUMAN TOUCH
How brands can preserve emotional connection in digital spaces — and create luxury content that truly feels human.
LUXURY AT THE SPEED OF CHANGE
How luxury brands can evolve fast without losing strategic depth — and why core brand clarity matters more than ever.
BRAND NAMING – SUSTAINABLE, BUT NOT IN THE WAY YOU IMAGINE
Why lasting relevance — not green credentials — should guide luxury brand naming for long-term impact and differentiation.
JING SPOKE WITH SIMON WOOLFORD OF SUM ABOUT THE EXPECTED RETURN OF CULTURAL INSTITUTIONS TO THE WORLD OF FASHION
How fashion brands used cultural institutions to stay visible during lockdown - blending physical spectacle with digital reach and storytelling.
RE-AWAKENING THE SENSES THROUGH IMMERSIVE INTERACTIVE BRAND EXPERIENCES
Why post-pandemic consumers are craving physical, sensory brand experiences - and how luxury is evolving to meet that need.
QUIET LUXURY
Across the globe, luxury has been synonymous with status. But in today’s market, restraint speaks louder than excess—and branding must reflect that shift.