LuxLyst are a luxury-market-focused client, who deal with high-end, big ticket products. From Rolex watches to lavish luxury yachts, LuxLyst engages with the very pinnacle members of society.

The client approached the team here at Straightedge with the LuxLyst company venture plan, tasking us to create a brand that would both appeal to the target consumer and compliment the lifestyle that they led.

Our research showed that true high-end, luxury appeal showcased the premium tone but had an unexpected, almost hidden, twist. Remaining conscious of this, and of the market within which the brand sits, we focused our design on creating an identity that felt high-end with an added twist of elegance.

Upon realising the brand design, we applied a conscious stylisation of both graphics and photography choice across a range of literature.