The New Rules of Luxury

Brief:

This macro trend explores the shifting principles of exclusivity and new ideas of luxury across the consumer landscape. The key words to inspire the visual identity were conscious, stealth, uncertain, modest and brave.

Response:

I used hand-written typography to express the idea of re-writing the rules of luxury and contrasted this with extended block type for a bold and modern edge. I created kaleidoscopic imagery to convey the notion of looking at luxury through a new lens.