Design
& Product Architecture
Defining the foundation before the aesthetic
At this stage we define:
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Collection Architecture Map (SKU logic + strategic roles)
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Silhouette & Proportion Framework (core shapes + fit intent)
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Product Positioning Matrix (product ↔ target ↔ price corridor)
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Assortment DNA (repeatable codes + seasonal evolution rules)
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the strategic role of each product within the brand system​
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The sketch is not a stylistic exercise, but the first act of strategic product governance.
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Outcome: a solid, coherent and repeatable product foundation.
Creative Direction Governance
Creativity as a strategic discipline
Creative direction is guided, controlled and aligned with business objectives.
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We oversee:
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Brand Codes & Creative Constitution (non-negotiables)
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Creative Review Cadence (rituali, gates, decision rights)
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Seasonal Coherence Scorecard (criteria + checks)
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Visual System Toolkit (imagery rules, styling, art direction guardrails)
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alignment between creativity, positioning and market reality​
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Creativity becomes a value-building discipline, not an end in itself.
Outcome: a strong, recognisable and durable brand identity.