LILIANA GUERREIRO
Repositioning artisanal craft to resonate with modern luxury audiences
Starting a New Project?
We work with founders, creative leads, and in-house teams to define and deliver brand identities with lasting value.
From positioning and naming to visual identity and application, our approach is direct, senior-led, and deliberately small. No layers. No noise. Just strong ideas, clearly expressed.
WHAT MAKES A LUXURY BRAND WORK
Boutique brands succeed by being selective - in what they say, how they look, and where they show up.
We help brands find their sharpest expression, then build systems that are consistent, adaptable, and quietly distinctive.
STRATEGY-LED, DESIGN-DRIVEN
We build brands from the ground up - combining clear strategic thinking with thoughtful, creative execution:
Brand Strategy – positioning, audience, architecture
Naming – brand, product, and collection naming systems
Visual Identity – logotypes, colour, typography, pattern
Application – packaging, motion, campaign, and digital
All driven by a single idea: keep it focused, and make it count.
WORK THAT SPEAKS FOR ITSELF
PARTNERS IN LUXURY BRANDING
FREQUENTLY ASKED QUESTIONS
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A boutique branding agency provides high-touch, strategy-first support for emerging brands. At SUM, we work directly with founders and creative teams to shape brand strategy, naming, identity, and launch. It’s about clarity, structure, and helping ambitious brands scale with confidence. See how this compares with our luxury branding approach.
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Boutique agencies are more focused and flexible. You get senior input throughout, no hand-offs, and tighter creative alignment. At SUM, the same team guides you from brand positioning to visual execution and rollout—often faster and with more impact than a traditional network model.
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Typically: founder-led brands, lifestyle startups, DTC ventures, and private equity-backed challengers. We work with early-stage teams building clarity, but also with established names seeking sharper focus. See how brand strategy sets the foundation.
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Not at all. Many established brands choose boutique agencies for their agility, discretion, and quality of thinking. It’s less about size — more about wanting focus, creativity, and work that stands apart.
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Most projects include strategy, naming, identity design, colour systems, typography, and guidelines. Often there’s also rollout support: decks, Shopify, campaigns, and more. You can see examples of digital branding work here.
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Typical timelines range from 4–8 weeks depending on scope. Shorter projects may cover just identity; longer ones may include naming, architecture, or digital rollout. We define scope clearly up front to match your goals and deadlines.
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Yes. SUM often supports boutique clients with Shopify builds, campaign content, digital strategy, and launch comms. We are not a performance agency—but we build brands that are ready for market. Read more about our luxury marketing services.
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Clients have included Aspinal of London, Banham, and Burberry teams—alongside founder-led brands in wellness, hospitality, and premium consumer categories. Explore more boutique branding work.
INSIGHTS
Explore our specialist services for luxury brands:
Luxury Branding, Luxury Brand Strategy, Luxury Digital Branding, Content and Campaigns, and Fashion Branding.
