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Build a Luxury Brand
Find Your Brand Personality
Redefining Luxury
Imagine the moment someone lands on your brand and decides. Not considers, not bookmarks-for-later. Decides. That moment has almost nothing to do with your logo. It has everything to do with your brand personality. Specifically, how clear it is. And clarity, it turns...
You're good at what you do. Like, REALLY good. You've built a business that brings in six or seven figures. People pay you serious money for your brain. And yet your brand looks like it was assembled during a lunch break using a Canva brad kit called "Elevated...
Look around you. Your phone case. Your desk lamp. Your water bottle. The font on the café menu. The lobby of that coworking space you pay too much for. Everything looks the same. Everything looks like it was designed by the same person who also happens to have a muted...
Okayyyy I’m going to blow your mind for a second: did you know that luxury used to mean something completely different than what we think today? The word "luxury" originates from the Latin luxuria (excess, extravagance) and luxus (dislocation, excess). It evolved from...
An unclear brand personality isn't just an aesthetic problem. It's a business problem that slowly bleeds into every decision you make and every interaction your clients have with your brand. And as you can probably imagine, the cost is way higher than you think. When...
You know something's off with your brand. Maybe the visuals feel dated. Maybe you've outgrown what you started with. Maybe you just look at your website and cringe a little. So you start googling. And the internet tells you: just do a brand refresh! It's faster,...
Let's talk about something that if you’re here, is probably keeping you up at night (lol): your ✨brand visuals✨. You know, that constant nagging feeling that something's off but you can't quite put your finger on it? That's because your brand personality is unclear or...
So what is creative direction, really? First things first: if you think creative direction means putting together a moodboard with some matching Pinterest photos, WE NEED TO TALK. I know that it's fun, but in branding terms... that's not creative direction, it's just...
Every time AI imagery comes up, someone inevitably says: “EWWWWW fuck AI, Just hire a photographer!!!111” And in my personal opinion: that argument is not ethical or helpful. It is mostly just… lazy. And tbh, kinda laughable. What hiring a photographer is actually for...
I was reading Face Paint by Lisa Eldridge, a book about the history of makeup, and it includes this criminally good visual comparison between “old” and “modern” makeup packaging, and immediately my brain went oh no, here we go, because once you see it you can’t unsee...
DAMNE BRANDS™ is a creative direction and branding studio based in Italy, working with clients worldwide. In a world where beige luxury and stale “old money” brand aesthetics (that all look the exact same) became the norm, I created DAMNE for brands...
This is where I break down brand personality, creative direction and design education in a way that’s actually entertaining (because if I have to read one more “elevated, timeless and aligned” brand description, I will scream). Expect strategic insights delivered as gossip, cultural references your competitor’s moodboard wishes it had & the occasional callout disguised as helpful advice. It’s editorial meets “ranting in your DMs” energy, and if your brand is currently drowning in tasteful beige purgatory, take a seat & grab a snack. 🍿 We have work to do.
Imagine the moment someone lands on your brand and decides. Not considers, not bookmarks-for-later. Decides. That moment has almost nothing to do...
You're good at what you do. Like, REALLY good. You've built a business that brings in six or seven figures. People pay you serious money for your...
Look around you. Your phone case. Your desk lamp. Your water bottle. The font on the café menu. The lobby of that coworking space you pay too much...
You're good at what you do. Like, REALLY good. You've built a business that brings in six or seven figures. People pay you serious money for your...
Okayyyy I’m going to blow your mind for a second: did you know that luxury used to mean something completely different than what we think today? The...
An unclear brand personality isn't just an aesthetic problem. It's a business problem that slowly bleeds into every decision you make and every...
Okayyyy I’m going to blow your mind for a second: did you know that luxury used to mean something completely different than what we think today? The...
Let's talk about something that if you’re here, is probably keeping you up at night (lol): your ✨brand visuals✨. You know, that constant nagging...
