We understand that with luxury comes the height of excellence at every level. However, while many luxury brands have elegant visuals they struggle to express their difference and fail to make an impact.
A lack of uniqueness and inconsistent messaging, especially in this digital age, leaves your business second best to your competition and the inevitable loss of market share. This applies whether you’re an established luxury business or brand.
The ones that win do so by understanding how they differentiate and how to align their values with the audience they wish to attract. This is without doubt no guess work, it's by design.
To succeed, you will need a luxury branding agency that can help create your new brand strategy and brand identity to match. Our process for creating brands is currently helping a £5m luxury healthcare client reach their revenue target of £15m, adding £1m+ to their bottom line from price increases since the rebrand. The same process that has helped us attract attention from some of the world's most luxurious brands, Cartier being one of many.
Whether you are selling luxury goods or the most exclusive interior design service in the world, we practice what we preach and we know the value of brand to create a return for you.
We have worked with a number of world-leading luxury brands and have a proven track record. We can help you build a well-differentiated strategy & identity that attracts the right kind of customer, set up a brand discovery call and we can advise how we could help.
At the core, we are a luxury branding agency. We love to help brands re-invent themselves, whether that's evolving what exists already or completely starting over.
We do that with a personal service and a team of talented senior creatives so your budget is spent on doing the work, not overheads. Our approach is in search of reputation not driven purely by profit. It's why we often win work away from much bigger agencies - We have heard it so many times how the senior team disappear as soon as the work is won. It's why we take the opposite approach.
From working with a luxury property client and their ultra-high net-worth clients on super-prime properties to pitching Westfield to the likes of Louis Vuitton, Richemont and Moncler. We work with luxury businesses from startup to global brands across a range of luxury lifestyle sectors including fashion, property, automotive, art and design.
The first piece to get right is your brand strategy. Everything stems from this - What is important to you, your business and target market and how to articulate this in a way that positions you as the only choice. It often includes stakeholder & client interviews to gather key insights about your vision and what the perception already is about your brand.
The fun, collaborative part is workshops with your leadership team to help you define what makes you different. This is then detailed, refined and delivered as a playback book that forms the basis of your new luxury brand strategy.
Once your strategy is in place, we can make more informed decisions with your identity based off the strategy. Backed up by rationale, not personal preference.
You have a matter of seconds to make the right impression so we ensure it's an impressive one. There are a lot of branding agencies that are brilliant at strategy but fall short on execution. There is no point in having beautiful visuals without the strategic thinking so we sit at the intersection of both. Able to create a strategy that positions you as the only choice but also looks beautiful too. From identity and print to art direction and luxury website design - we can make your brand feel trusted to attract more discerning, affluent customers.
Let’s be honest, we couldn’t do this without you. Our creative process is very collaborative as we have found it works best. You are constantly updated throughout the process so the project doesn't stray off course. We make decisions together along the way, it's not a case of pick a route from 3 at the end. The best results come from clients who give good direction.We understand luxury and the level of detail and service that goes into creating a luxury experience. It's why our service is a very personal one. Our Creative Director, Alex Colley, is one of the best at luxury brand consulting and will work with you at every step of the project. This is not by accident, we don't take on many clients but the ones we do take on, we focus on and look after.
Alex has proven he can elevate brands across a range of industries but the common thread is, there is an affluent audience at the end of it. From invites to Cartier's VIP's or branding events for the Queen's Coronation Festival, he has worked on prestigious brands and projects. If you want to speak with Alex directly, you can reach him on 07796146177 or firstname.lastname@example.org.
Like the luxury industry as a whole, we put a strong emphasis on craft. It's what fascinates us about luxury. We want to work with the best brands and businesses who are the best at their craft and in turn they work with ikon who value the same. It's why we often work with design-led businesses, there is an appreciation for exceptional design - That it takes time and effort to create something special. It's no different with your brand.
That's why we build teams to suit the project, not to suit whoever is not busy on payroll. It's the ultimate personalisation, our creatives are chosen to help deliver based on their specialism, most with a decade of experience working with amazing brands and agencies. We have built 7+ people teams from strategists, designers, illustrators, photographers and web developers, creating better results than 10+ people in traditional agencies.
One of the most prestigious projects we have worked on in our time was the Queen’s Coronation Festival in collaboration with Media 10, the UK’s leading events company. This brought together some of the world's most renowned luxury brands including Bentley, Aston Martin, Burberry, Veuve Clicquot and Fortnum & Mason.
We designed the day and evening guides, presentations, screen displays, leaflets, boards and signage throughout the gardens of Buckingham Palace. Even Her Majesty received personal versions of the guides. With so many luxury brands involved at this prestigious event and with the Royal Family attending, our planning and execution had to be of the highest level and deliver branding that stood out and was consistent across every touchpoint.
We recently wrote an article on luxury branding to highlight the lessons you can learn from brands who have captured the market successfully. The rise in competition and the emergence of digital have made branding even more important in the luxury sector. With a fluctuating global economy, we also talk about how the consumer now perceives luxury and how that is changing.
The brands who can must still leverage their heritage, but the quality of the end to end experience is what will impress a generation with probably the shortest attention span in history.
McLaren, Louis Vuitton and Burberry have all used a strategic approach to navigate this changing landscape, evolving their offering to capitalise on new opportunities. If you are curious about what makes a luxury brand and how they're standing out from the crowd? Read on, there are some invaluable insights you can apply to your business.
If you are looking to create a high-value, differentiated brand strategy & identity to attract bigger and more profitable customers, send over a brief or call us to discuss your project in more detail.
ikon - The luxury branding agency who can help you build a stronger, more profitable brand like it has for so many of our clients over the past 11 years.