Uncommon creative direction, copywriting and voice strategy for fashion, beauty, lifestyle and luxury brands.
 
 
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Let’s make a myth.

Creative direction, stories and voice strategies for outstanding brands in the fashion, beauty, luxury and lifestyle realm.

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Power talks.

Haircare industry leader Kérastase takes on its biggest challenge yet—closing the confidence gap between men and women—with conversation as its most powerful tool.

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Don’t just build a brand, create a universe.

 

Like a film franchise or epic poem, an excellent brand speaks directly to our nature. It organizes our feelings about the human experience into gorgeous themes that make us fall in love again and again.

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French beauty, the LA way.

California-based brand Jouer cross-pollinates with Parisian culture to achieve the ultimate laid-back chic attitude.

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c.black philosophy

 
Philosophy
The Voice
The Voice

There are reasons, beyond elegant design and desirable product, why iconic brands are instantly recognizable and very much themselves at all times. It has to do with the way they communicate their values, not just by the stories they tell, but by how they tell them. It’s what we call brand voice strategy, and it is absolutely essential.

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The Motto
The Motto

If any one element of a brand platform can stand on its own as what the brand is, it’s the tagline. Like an overarching theme or moral of the story, these few words say everything we need to know about the entity and how it might be relevant to our lives. They explain everything the brand ever does and why you should care. 

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The Name
The Name

Creating a brand name is a task that should be approached carefully, with great intention. This is the beginning of the brand’s consumer-facing life, its inaugural advertisement. A brand name is a first impression. Choose wisely and it won’t be the last.

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The Community
The Community

No brand is an island. An iconic entity is a network of people—consumers, partners, critics and stalkers—who interact with it, support it and challenge it. The job of a brand is to build a world with a gravitational pull, a force that draws the right energies to its core. It’s essential to define who these people are, and what kind of energy you need to attract them.

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The Culture
The Culture

What kind of people are we and what kinds of things do we do to express that? The answer to that question is brand culture, that seemingly undefinable quality that draws people in. Except that it is definable. The culture of the brand is an institution that we need to create, with a set of values that we need to codify.

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The Genesis
The Genesis

Every brand-birth is the beginning of a universe of its own making. And it is up to its creators to decide how inventive and mythological that microcosm will be, what shapes and stories it will take on as it evolves through the decades.

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