Brand Strategy

As mass-market retail goes all-in on digital, luxury brands are making a conscious pivot back to physical brick-and-mortar stores. Discover the key reasons behind this counterintuitive trend, from risk mitigation to relationship building.

Driven by the disappointment of the L'Oréal collaboration, this conceptual Mugler makeup line offers a vision for future Creative Direction. Explore a high-fashion, "cosmic goddess" collection featuring The Nebulas palettes and the revolutionary Celestial Veil fragrance glow stick—a blueprint to ensure Mugler's DNA translates into bold, successful luxury cosmetics.

I get these questions all the time — from beauty founders over coffee, fashion creatives mid-launch panic, and even friends who still think I “just do logos.” So here it is: a no-fluff Q&A about what brand strategy actually  means, why creative direction isn’t just about pretty pictures, and how you can make your brand feel more like a world people want to live in. 1. What does a brand strategist actually do? It depends on the project. If I’m creating a brand from scratch or