Strategy-led luxury branding & marketing

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SUM is a strategy-led luxury branding and marketing agency working with globally recognised and ambitious founder-led brands. We partner with established luxury and lifestyle names, as well as emerging brands, across strategy, naming, identity, content and digital systems.

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Sabyasachi

Translating India’s rich craftsmanship into a global expression of modern luxury.

The AllSaints shopfront at night, its window filled with rows of lit vintage sewing machines.

AllSaints

Shaping a modern fashion identity where culture, music, and design converge.

Banham

Brand transformation - From excellent security products to a British luxury brand.

Sync

Redefining smart nutrition through strategy, naming, and design engineered for balance and precision.

An Annabel's gift box in teal, printed with red and gold flowers and the name in gold.

Annabel’s

Extending Mayfair’s most storied club into objects of desire through richly crafted, collectible packaging.

Haddon

Redefining British luxury through design, craft, and quiet precision.

La Perla

Expressing Italian sensuality through refined storytelling and design.

The Jimmy Choo shopfront at night, gold lettering above lit display windows.

Jimmy Choo

Defining a clear, modern luxury language that helped propel a boutique shoemaker into a global icon.

A model in a pleated white skirt holding a large structured tote with rolled handles.

Victoria Beckham

Distilling a celebrity brand into a confident, editorial identity with crisp messaging and restraint.

Kōraru

Introducing ‘circular luxury’ in swimwear with a brand that feels slow, sensual and sustainably modern.

Mwaz

Launching a Riyadh concept store that merges fashion, culture and entertainment with international polish.

Veined marble meeting burl veneer along a diagonal.

Zeynep Cecen

Establishing a unified brand identity for a luxury interior design studio.

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Strategy

  • Brand audit
  • Channel strategy
  • Content strategy
  • Brand positioning

Branding

  • Naming
  • Design and art direction
  • Brand guidelines
  • Branding and packaging

Content

  • Photography
  • Film
  • Copywriting
  • Campaign production

Digital

  • Website design and build
  • Digital strategy
  • Ecommerce
  • Social content

Marketing

  • Brand activation
  • Social media strategy
  • Customer acquisition
  • SEO and SEM