We Stand Out — Thought First Brand Design Studio
A senior-led brand design studio based in London. We build brand identities from first principles — strategy before aesthetics, clarity before creativity.
Services
- Brand strategy and positioning
- Visual identity systems
- Verbal identity and tone
- Digital and physical brand applications
Our Point of View
- A brand is a system, not a logo.
- Clarity outperforms creativity in the long run.
- Consistency builds trust faster than novelty.
- Strategy is useless unless it survives execution.
- If it cannot be explained simply, it is not finished.
Selected Clients
180 The Strand, ALEC Holdings, Bvlgari Hotels, Four Seasons, Lichthaus, Mandarin Oriental, Mercedes Benz, Nominal London, Soho House, Sotheby's International, SYLVA, TAO Group, Temple Point, THG.
Selected Work
Temple Point — Rebranding a tropical resort on the Kenyan coast
Temple Point is a landmark tropical resort in Kenya. We led a full rebrand, redefining the identity to better reflect its setting, heritage, and guest experience. The result is a clearer, more cohesive brand designed to elevate perception and support long term growth in the hospitality market.
Branding Digital Brand strategy Visual identity Website development Hospitality
Lichthaus — Rebranding an iconic sunset bar and restaurant
Lichthaus is an iconic bar and restaurant known for the moment the sun drops. We rebranded the venue to sharpen its identity while preserving its atmosphere, creating a visual language that feels timeless, sensual, and rooted in place. Designed to elevate the experience from first impression to last light.
Branding Art direction Brand strategy Visual identity Hospitality
A Liddell — A French pâtisserie in the tropics, inspired by Alice in Wonderland
A French pâtisserie set in the tropics, inspired by Alice in Wonderland. We created a distinctive visual identity that balances classical French craft with a playful, surreal edge, shaping the brand across physical space, packaging, and digital touchpoints. Designed to stand out in a competitive hospitality market while remaining rooted in quality and narrative.
Branding Art direction Visual identity Art direction Brand strategy Hospitality
Jamie Richichi — A personal brand for a New York real estate leader
Jamie Richichi is a New York based realtor at Sotheby’s International Realty. We developed a refined brand identity that balances authority and approachability, positioning her as a trusted figure in the high end residential market. Designed to signal confidence, discretion, and long term value across digital and print touchpoints.
Branding Brand strategy Visual identity Proporty Profecional services
OBV8 — A challenger personal care brand for modern women
OBV8 is a women’s personal care brand built to challenge established category leaders. We developed the brand identity and strategy, creating a clear, confident positioning designed to stand apart in a crowded market. The result is a brand that feels direct, intelligent, and unapologetically modern.
Branding Brand strategy Visual identity Healthcare
Gym & Tonic — A raw, no compromise fitness brand in the tropics
Gym & Tonic is a tropical gym built around discipline, effort, and physical honesty. We rebranded the studio with a stripped back visual identity and hard edged art direction, rejecting polish in favour of grit, pain, and commitment. Designed to attract people who train seriously and do not need motivation dressed up as lifestyle.
Branding Brand strategy Visual identity Art direction Lifestyle Hospitality
Latest Writing
Beautiful Is Not Enough: Why Most Boutique Hotels Are Forgettable
Many design led boutique hotels confuse aesthetic quality with brand strength. This article explains why memorability, not visual polish, defines a hotel brand, and how founder led properties can build long term recall.
You Can’t Control a Brand, Only Earn One
A brand cannot be controlled, managed, or forced. In hospitality, brand is earned through trust, consistency, and experience over time. This article explains why perception lives outside your control and what hotel teams can realistically influence instead.
Your brand will not be loved
Brand isn’t what you design. It’s what people believe. In hospitality, logos and colour palettes create attraction, but real brand value comes from experience, memory, and emotional connection over time.