CONTENT
Building the relationship with the luxury consumer through storytelling, design, and editorial systems
INTRODUCTION
SUM helps luxury brands translate strategy into living, breathing storytelling. We develop editorial systems that connect brand purpose with audience desire - ensuring every piece of content reinforces a clear and distinctive identity.
Our approach combines strategic definition with creative direction. Whether film, photography, or digital publishing, each output is shaped by the brand’s Luxury Brand Strategy and visual language, creating work that feels cohesive, intelligent, and enduring.
From launch campaigns to long-term content ecosystems, SUM structures the frameworks, rhythm, and tone that guide how a brand speaks to its audience - across channels, markets, and time. Much of this work forms part of a wider Luxury Digital Branding or Luxury Marketing programme, ensuring that storytelling and brand systems evolve together.
Film
At SUM, we understand that the moving image drives engagement in powerful ways and is often where Luxury Brand Strategy and storytelling meet.
We believe that while film created for luxury brands should tightly encapsulate the brand’s messaging and aesthetic, it also has the opportunity to embrace the creative freedom that motion allows. Each project balances narrative, tone, and emotion - bringing clarity and distinction to how the brand is experienced on screen.
Photography
SUM has worked on countless projects in creating and managing photographic shoots for its clients’ brands, ranging from advertising campaigns to eCommerce product photography.
For the brands we work with, the photographers’ teams have never been more critical in helping to create credibility and direction for brands - linking closely with our Luxury Branding and Luxury Brand Strategy work to ensure every visual aligns with the wider identity. We focus not only on preparing the right briefing materials, but also on working with the right people.
SUM has collaborated with photographers at every level and can help guide you through the process of creating content or campaigns at every step of the way.
For eCommerce sites, we work with our clients to ensure that products are beautifully displayed, easily understood, and appealing to the luxury consumer.
Branded Content
Creative content is where strategy becomes visible. It connects storytelling, audience engagement, and distribution - forming part of our wider Luxury Marketing and Luxury Digital Branding systems.
SUM builds campaign and content frameworks that sustain visibility and relevance without eroding exclusivity. We define the editorial pillars, calendar rhythm, and tone of voice that guide ongoing communication - then direct execution across film, photography, and digital platforms.
Our work includes newsletters, creative campaigns, motion assets, and social content - all measured not by reach alone, but by resonance and clarity of message. Each initiative aligns with the brand’s Luxury Brand Strategy, ensuring that every story told strengthens long-term equity and consistency.
SUM’s role often extends beyond campaign creation to the orchestration of full editorial ecosystems. We design the publishing architecture that allows brands to communicate with rhythm and intention - defining how stories unfold across film, photography, digital, and in-store environments. This approach transforms a brand from a series of campaigns into a coherent publisher of its own world, ensuring long-term consistency, relevance, and distinction.
Animation
Bringing content to life through motion graphics and animation is something we view as a natural extension of a brand’s visual identity. When used with precision and restraint, motion becomes part of the brand language - adding rhythm, expression, and recall.
Animation allows a brand to move, respond, and behave in ways that reinforce character and clarity. It connects seamlessly to our Luxury Digital Branding practice, extending static identity systems into dynamic environments across web, film, and campaign.
