Aesop: the friction was the product
How a Melbourne hair salon side project built a $2.5B brand on deliberate inconvenience, and what happens to that brand inside L'Oreal.
Creating brands that feel inevitable.
AI-native brand strategy and identity for creative brands crossing markets.
What we do
We build brand identities: positioning, naming, visual systems, and guidelines. Complete brand architecture, not isolated assets.
How we work
An AI pipeline handles signal ingestion, competitive scoring, and iteration. Every final decision is human. Every project is documented.
Who it's for
Creative brands, studios, and cultural labels outgrowing their first identity or entering new markets. One strategist, no account team.
Perception · Structure · Alignment · Identity · Foundation · Activation · Expression
Seven phases. One pipeline. Every project follows the same sequence.
Latest
William Fan at ten: a brand outgrowing its system
A Berlin label with Chinese-German cross-cultural DNA is expanding faster than its brand architecture can hold. 30 signals scored.
Lemaire: how to scale quiet
A positioning analysis of the Parisian fashion house that grew tenfold by saying less than everyone else.