#brandlikethebest
your all-in-one guide to luxury advertising
the lecturer
About Me
Founder and CCO at Formula, a leading luxury development creative agency.
current position
Co-Founder and CCO at Luminary, a leading commercial production company.
former experience
Apple, Nike, Hilton, Mazda, Compass, Zumba, Magnavox, Genting
clients
the essence
Luxury Advertising
Exclusivity: Creates a sense of scarcity and uniqueness.
Sophistication: Focuses on timeless and elegant design choices.
Emotional Appeal: Appeals to the consumer's dreams, aspirations, and lifestyle.
Aspirational Messaging: Encourages consumers to envision themselves achieving elevated status or experiences through the brand.
key principles in the field
the visuals
Luxury Branding
visual identity standards
fonts
Serif fonts (e.g., Didot, Garamond): Convey elegance and timelessness.
Sans-serif fonts (e.g., Helvetica Neue, Gotham): Suggest modernity and clarity.
Custom typography: Adds uniqueness and premium feel.
colors
Neutral palettes: Whites, creams, taupes evoke tranquility.
Metallics: Golds, silvers signal opulence.
Accents: Deep greens, blues, or burgundy suggest exclusivity and richness.
aesthetic
Minimalism: Clean, uncluttered visuals to signify sophistication.
Texture: Use of marble, leather, wood grain to evoke high-quality materials.
Negative space: Creates a refined, luxury-focused layout.
the feels
Emotion in Luxury
what we try to evoke
fonts
Serif fonts: Trustworthiness and heritage.
Sans-serif fonts: Modernity and minimalism.
colors
Neutrals: Calmness and serenity.
Metallics: Wealth and grandeur.
Deep tones: Mystery and sophistication.
imagery
Focused on lifestyle: Captures moments like sunset dining, lush green spaces, or elegant interior spaces.
Appeals to emotions: Connects buyers with their aspirational self-image.
the future
Trends in Luxury
where things are going
tech integration
Virtual reality and augmented reality experiences for preconstruction sales.
Interactive 3D models for immersive viewing.
minimalist messaging
Clean, uncluttered visuals with custom-tailored messaging to resonate with target demographics.
sustainability
Eco-friendly designs and branding emphasizing green living.
Use of natural textures and sustainable messaging.
artisan storytelling
Narratives that highlight the lifestyle, history, or craftsmanship behind the development.