The New
Luxury

Visual Identity

Defining the new luxury

Art direction and design for a branding campaign of a well known luxury brand.

Collaborating with AKQA Tokyo, we art directed and designed this brand campaign and visual identity pitch, which remained unused by the brand, with none of the showcased parties being associated with the brand.

Bold, fearless, rebellious and unapologetic, breaking up with the old aesthetics of luxury and expressing the values of those inspiring people who won't be hammered down, those who don't follow culture but invent it, those who disrupt and create their own world, those who lead the way.

 

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Users would be invited to generate their own customizable posters

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