From Brand Development to Guest Experience Through Strategy, Design, and Communication
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Creative Brand Development
Creative Brand Development is an artistic and strategic approach to shaping how a brand looks, feels, and communicates. It brings together concept design, visual direction, and brand storytelling to create a clear, authentic, and emotionally resonant identity.
Rooted in intellectual and creative foundations, this form of development reveals the deeper values, knowledge, and philosophy behind a brand - translating them into a coherent world of aesthetics, narratives, and experiences. By aligning strategic clarity with visual refinement, it strengthens brand value, elevates positioning, and cultivates an environment where the brand’s true character can flourish.
Overall Vision & Values and Aesthetic
Harmonising and directing creative strategies, interior design, visual communication, product selections, and services - curating coherence across all visual and experiential layers of the brand.
Every element is aligned with the brand’s values, connections, and stories, forming a world that is consistent, authentic, and aesthetically unified.
Brand Extensions
Creative Direction in Brand Extensions shapes the brand’s expanded world by exploring how it can grow beyond its core values - allowing its essence to unfold into new forms that remain innately connected.
It translates the brand into new concepts, projects or sister brands - complementary spaces, product and service directions, artistic partnerships, and curated selections - creating meaningful experiences that deepen the world around the brand, expanding it with authenticity, intention, and quiet harmony.
Guest Experience
Creative direction also involves curating an authentic guest experience - particularly in relation to well-being, lifestyle aesthetics, and inspiring programmes - for sharing soulful, warm, and connected experiences.
Creative Management
Consulting on core and seasonal renewal of atmosphere, communication, projects, and collaborations. Curating inspiration and trend connections for new services, events, and product selections. Directing editorial and visual communication strategies shaped by seasonal concepts, narratives, and events.
Storytelling
Creative direction for soulful visual communication grounded in guest experiences, brand uniqueness, and authentic connections.
Visual direction, social media strategy, art direction for content and campaign development, and editing for posts and layout plans.
The way we work
At curated by ATELIER, creative direction begins with observation and reflection - research and design translated into narrative and atmosphere, blending inspiration with creation to shape visual and conceptual harmony.
Our work is to refine, visualise, and illuminate a brand’s essence - revealing new layers of connection, uncovering possibilities for collaboration, and aligning every creative decision with authenticity and intention.
It often unfolds through Creative Documents - Brand Books, Conceptual Briefs, and Curated Visual Guides - each designed to help brands align their essence with the values and experiences they wish to offer.
We support fashion and lifestyle brands and hospitality businesses in shaping their extended worlds.
Every project is a dialogue between aesthetics and meaning, guided by clarity, presence, and conscious creativity.
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At curated by ATELIER, creative direction begins with observation and reflection - research and design translated into narrative and atmosphere, blending inspiration with creation to shape visual and conceptual harmony.
Our work is to refine, visualise, and illuminate a brand’s essence - revealing new layers of connection, uncovering possibilities for collaboration, and aligning every creative decision with authenticity and intention.
It often unfolds through Creative Documents - Brand Books, Conceptual Briefs, and Curated Visual Guides - each designed to help brands align their essence with the values and experiences they wish to offer.
We support fashion and lifestyle brands and hospitality businesses in shaping their extended worlds.
Every project is a dialogue between aesthetics and meaning, guided by clarity, presence, and conscious creativity.
Orchestrated Concepts / Research Values
Orchestrated Concepts bring together all areas of a brand from products to visuals - revealing both its current identity and its future possibilities, uncovering pathways for renewal, expansion, and collaboration.
Concept Design is rooted in detailed research - a process that ensures harmony across experiences, coherence between segments, and authenticity within the brand.
With this foundation, we outline the core essence on which a brand’s strategy, management, interior design, and visual communication can grow, with clarity and purpose.
Research and Orchestrated Design make the brand’s direction visible - translating into strategic transparency, defining its image, and considering what is needed to bring these visions to life.
Long-term Lifestyle Trends
We study long-term lifestyle trends and integrate them into the brand’s world - meaningful opportunities that a brand can genuinely embrace.
When applied thoughtfully, trends can support a brand’s strategy and design, revealing pathways for inspiring products and services that align with the brand’s identity and vision over the next 5, 10, or even 15 years.
The Soul of the Brand - Cinematic Vision
In our projects, we work like a film director and their creative team - shaping the story, atmosphere, and essence of the experience and bringing it to life with cinematic elements - characters, narratives, emotions, and visual direction.
We draw on creative and artistic tools across concept and strategic design, allowing each project to unfold with visual and emotional depth.
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Orchestrated Concepts bring together all areas of a brand from products to visuals - revealing both its current identity and its future possibilities, uncovering pathways for renewal, expansion, and collaboration.
Concept Design is rooted in detailed research - a process that ensures harmony across experiences, coherence between segments, and authenticity within the brand.
With this foundation, we outline the core essence on which a brand’s strategy, management, interior design, and visual communication can grow, with clarity and purpose.
Research and Orchestrated Design make the brand’s direction visible - translating into strategic transparency, defining its image, and considering what is needed to bring these visions to life.
Long-term Lifestyle Trends
We study long-term lifestyle trends and integrate them into the brand’s world - meaningful opportunities that a brand can genuinely embrace.
When applied thoughtfully, trends can support a brand’s strategy and design, revealing pathways for inspiring products and services that align with the brand’s identity and vision over the next 5, 10, or even 15 years.
The Soul of the Brand - Cinematic Vision
In our projects, we work like a film director and their creative team - shaping the story, atmosphere, and essence of the experience and bringing it to life with cinematic elements - characters, narratives, emotions, and visual direction.
We draw on creative and artistic tools across concept and strategic design, allowing each project to unfold with visual and emotional depth.
Source Books / Creative Briefs
Creative Direction is both intellectual and creative - the essence of transforming thought into a visual world through reflection, research, and design. Our source books and creative briefs are frameworks that hold the essence of a brand’s identity, vision, and values, shaping how it communicates, creates, and evolves over time.
Each is developed individually, ensuring that every expression remains authentic, harmonious, and deeply connected to its founders and purpose.
Image Direction - Brand Source Books - The UnSeen Memos
The UnSeen Memos are the quiet foundation of a brand from which every direction begins A detailed research process defines its individual story, values, personality, lifestyle, inspirations, and style marks shaped by long-term trends.
These living documents serve as evolving guides - always relevant, always expandable - expressing the brand’s authentic DNA and ensuring coherence across design, communication, and experience.
Each future creative brief draws from this core, maintaining authenticity and harmony as the brand grows.
Includes:
Brand Identity Book, Brand Image Book, Curated Trend Studies, Brand Essence for Visual Expression
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Creative Direction is both intellectual and creative - the essence of transforming thought into a visual world through reflection, research, and design. Our source books and creative briefs are frameworks that hold the essence of a brand’s identity, vision, and values, shaping how it communicates, creates, and evolves over time.
Each is developed individually, ensuring that every expression remains authentic, harmonious, and deeply connected to its founders and purpose.
Image Direction - Brand Source Books - The UnSeen Memos
The UnSeen Memos are the quiet foundation of a brand from which every direction begins A detailed research process defines its individual story, values, personality, lifestyle, inspirations, and style marks shaped by long-term trends.
These living documents serve as evolving guides - always relevant, always expandable - expressing the brand’s authentic DNA and ensuring coherence across design, communication, and experience.
Each future creative brief draws from this core, maintaining authenticity and harmony as the brand grows.
Includes:
Brand Identity Book, Brand Image Book, Curated Trend Studies, Brand Essence for Visual Expression
Creative Briefs and Concepts for Connections - The Shared Journey
These documents embrace the dimension of experiences and connections - the touchpoints where a brand directly engages with people, partners, and communities. It encompasses everything that fosters authentic interaction: guest experience, collaborations, events, co-created developments, and curated product selections that express the brand’s world and relationships.
Includes:
Creative Brief for Brand Experience, Personalized Connections, Collaborations and Events
Creative Briefs for Curated Collections of Products - fashion, accessories, home décor, and beauty
Creative Briefs for Guest Experience - consulting on menu, table settings, signature foods, and presentation
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Creative Briefs and Concepts for Visuals - The Seen Memos
These documents focus on the visual and spatial expression of the brand - the elements that make its world visible and tangible.
It includes the design and atmosphere of interiors, styling, and spatial direction, as well as visual communication - all curated to reflect the brand’s intention with harmony.
Includes:
Creative Briefs for Atmosphere Renewal - interior look and feel, lifestyle space concept and design direction, interior styling, and decoration
Creative Briefs for Core and Seasonal Visual Communication Strategy - website, social media, visual identity, packaging and photography guidelines
Creative Briefs for Books and Exhibitions
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These documents embrace the dimension of experiences and connections - the touchpoints where a brand directly engages with people, partners, and communities. It encompasses everything that fosters authentic interaction: guest experience, collaborations, events, co-created developments, and curated product selections that express the brand’s world and relationships.
Includes:
Creative Brief for Brand Experience, Personalized Connections, Collaborations and Events
Creative Briefs for Curated Collections of Products - fashion, accessories, home décor, and beauty
Creative Briefs for Guest Experience - consulting on menu, table settings, signature foods, and presentation
Creative Briefs and Concepts for Visuals - The Seen Memos
These documents focus on the visual and spatial expression of the brand - the elements that make its world visible and tangible.
It includes the design and atmosphere of interiors, styling, and spatial direction, as well as visual communication - all curated to reflect the brand’s intention with harmony.
Includes:
Creative Briefs for Atmosphere Renewal - interior look and feel, lifestyle space concept and design direction, interior styling, and decoration
Creative Briefs for Core and Seasonal Visual Communication Strategy - website, social media, visual identity, packaging and photography guidelines
Creative Briefs for Books and Exhibitions
House of Inspirations
Lectures and Workshops in Creative Direction
Lectures and workshops are available for small groups, individuals or corporate groups
Creative Direction in Hospitality
Lecture and Workshop on Brand Strategies, Design, and Communication
How brands grow and flourish in the most authentic way
Holistic brand image, How it looks - How it feels
Future Hospitality
Lifestyle Trend Presentations for Lifestyle and Hospitality Businesses
Forward-thinking Strategies in Design and Communication
Creative Management, Creative Communities
Fashion meets Hospitality - Conceptual Events
Creative Management for Fashion and Hospitality Brands
How to become an authentic inspiration for Guests
Collaborations - Shared Values and Inspirations
Fashion meets Hospitality with a pinch of Cinema
Fashion Strategies and Cinematic Vision in Lifestyle and Hospitality communication
Brand Character, Stories and Scenography in Hospitality
Image Creative Direction, Brand Book (On request)
Personalized Lecture and Workshop for Brand and Marketing Management
Brand Image Strategies, Creative Management, Core / Seasonal Communication
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Lectures and Workshops in Creative Direction
Lectures and workshops are available for small groups, individuals or corporate groups
Creative Direction in Hospitality
Lecture and Workshop on Brand Strategies, Design, and Communication
How brands grow and flourish in the most authentic way
Holistic brand image, How it looks - How it feels
Future Hospitality
Lifestyle Trend Presentations for Lifestyle and Hospitality Businesses
Forward-thinking Strategies in Design and Communication
Creative Management, Creative Communities
Fashion meets Hospitality - Conceptual Events
Creative Management for Fashion and Hospitality Brands
How to become an authentic inspiration for Guests
Collaborations - Shared Values and Inspirations
Fashion meets Hospitality with a pinch of Cinema
Fashion Strategies and Cinematic Vision in Lifestyle and Hospitality communication
Brand Character, Stories and Scenography in Hospitality
Image Creative Direction, Brand Book (On request)
Personalized Lecture and Workshop for Brand and Marketing Management
Brand Image Strategies, Creative Management, Core / Seasonal Communication
Selected Work in Creative Direction
.Contact.
For inquiries please contact
angiepalmai@me.com
︎︎︎curated by ATELIER
︎︎︎The Journey Matters
︎︎︎Linkedin Angie Palmai
For inquiries please contact
angiepalmai@me.com
︎︎︎curated by ATELIER
︎︎︎The Journey Matters
︎︎︎Linkedin Angie Palmai
curated by ATELIER, 2025