SUM Design

Based in the Tea Building on Shoreditch High Street, SUM Design works with founder-led luxury and lifestyle brands, spanning established names and emerging ventures across fashion, hospitality and interiors. Its client roster includes names such as Annabel's, Jimmy Choo, Sabyasachi, Victoria Beckham, AllSaints, La Perla, Banham and Haddon, reflecting a focus on brands operating internationally within the luxury sector. The agency positions itself as strategy-led, working with organisations that already carry recognition in their markets but require refined positioning to compete globally. The agency's work covers strategy, naming, brand identity, content and digital systems, applied together rather than as standalone offerings. Described projects include brand transformation work, such as repositioning a security products company into a British luxury brand, and translating regional craftsmanship into a global luxury proposition, as with an Indian design house. Naming and identity development feature in work for a smart pet nutrition brand, built around precision and balance as core brand attributes. Content and storytelling are used to express cultural and sensory qualities, seen in projects centred on Italian sensuality and British design heritage. Digital experience design is treated as an extension of physical brand craft, with the agency's published articles arguing for materiality and human intention in digital output rather than templated approaches. Graphic design, logo development and marketing strategy are listed among core services, alongside advertising, direct marketing and content marketing.