We had established a clear strategic direction, landing on a Luxury Retro Modern visual territory, a brand world inspired by New York's most iconic destinations, drawing references from the likes of Cartier, YSL, Aime Leon Dore, and Campari. The idea was to blend classic sophistication with a contemporary edge: warm colour palettes, distinctive typographic character, and a '60s-inspired aesthetic that felt youthful and fresh without losing its timeless appeal.