The ethos
You walk into a great hotel and know within seconds what kind of place you’re in.
Nobody has told you.
You haven’t seen the room.
You haven’t ordered a drink.
You probably haven’t looked at the logo.
But you know.
- The weight of the door
- The lighting
- The scent
- The flowers
- The way you’re greeted
- The music you barely notice
- The amount of space they’ve been confident enough to leave empty
None of those decisions are accidental.
And none of them, on their own, are the brand.
The brand is the feeling they create together.
The founder
That is how I have always approached creative direction.
For ten years I have worked across brand and creative direction, seven of them running my own agency, with work spanning London, Paris, Dubai and Miami.
The work is knowing what a brand should mean, who should want it, and what makes it worth choosing. Then making sure every decision reinforces it. Luxury understands this particularly well, but the principle applies to any brand that wants to command attention, loyalty and a premium.
Eventually I wanted to work differently. I did not want to build another traditional agency. I wanted to stay close to the work, hold the creative standard personally, and build the right team around each brief.
So I built AndMelo. A creative concierge for luxury, premium and culturally ambitious brands.
Our first engagement was with a heritage diamond house. We took a new collection from initial concept to global campaign and launch across Dubai and Abu Dhabi in six weeks.
Since then the work has included Khloé Kardashian and Ariana Grande, alongside celebrity brands, family offices and private clients. Our work has appeared in Dubai Mall and Outernet London, with a broader client history including Wingstop, Havaianas and CMC Markets.
Some of the earliest experiments from that period are still online, unedited, as GENESIS — an archive of the concepting phase rather than the finished work.
Different clients. Different worlds.
The standard doesn’t change.
Definition
Creative concierge / noun
One senior creative partner who knows the brand, protects the taste and holds the standard — with a trusted network ready when it’s required.
Senior enough to advise. Close enough to execute. Fast enough to matter.
Not an agency. Not a freelancer. Something more useful.
One call. Consider it handled.
What we stand on.
Principles
Taste is non-negotiable
+Every asset leaves the studio at a standard we’d put in a campaign. Speed never becomes an excuse.
Speed is a feature
+AI and a tight senior team mean we move in days where agencies take months, without losing the plot.
One hand, end to end
+Strategy, direction and production under one roof. No hand-offs, no diffusion of responsibility.
“Creativity. That’s not the only thing you need from me. You need someone senior enough to tell you when you’re wrong, outside enough to be honest about it, and consistent enough to hold the brand together whilst you build the business.”
Myles JensenFounder & Creative Director
The position gap.
Why bring anyone in
Your instinct is inseparable from your attachment to the business. You cannot tell whether an idea is strong or whether you simply love it. That is not a skill gap. It is a position gap, and talent does not fix it from the inside.
Decisions made to keep everyone comfortable sand off every edge worth having. An outside voice protects the brave choice, which is exactly the one consensus kills.
Making a beautiful decision is easy. Holding one coherent brand across every touchpoint while you are also running the business is a different discipline. That is the job.
You can’t bolt a brand world on at the end. It is a decision you make at the start, or it isn’t there at all.
The iceberg.
How we think
A brand is an iceberg. The surface is the easy part: the logo, the palette, the typeface. It is what everyone argues about in the meeting, and the only part a competitor can copy in an afternoon.
A brand world is everything holding that surface up. Who the buyer is. What they already believe. What you refuse to do. How the thing behaves when nobody is watching. Get that right and the surface has something to sit on. Get it wrong and no amount of design saves it.
Most studios sell you the surface. We build the world, because that is what makes a client competitive rather than merely good-looking.
- Above the waterLogo · Palette · Typography · Photography · The website
- Below it, nine tenthsPositioning · The buyer · Pricing power · Tone · What you say no to · The system that keeps it consistent
“Luxury isn’t the logo. It is the feeling someone gets in the two seconds before they have read a single word.”
Clients & experience.
A partial list · Global
- Khloé Kardashian
- CMC Markets
- Walmart
- David Morris
- American Golf
- Adobe
- Ariana Grande
- Burberry
- Manchester City
- Hyatt
- The Crown Estate
- British Land
- Imperial Brands
- Diageo
- Havaianas
- NHS
- Prima
- Six Nations
- Wingstop
- Genius Terminal
Outcomes · The receipts
Of jewellery shot in a single campaign. 55 pieces, 15 collections, 16 crew.
David Morris, Global BridalCombined following across three fragrance launches, into Ulta and Boots.
Khloé KardashianConcept to global launch: Dubai Mall, Abu Dhabi, Wimbledon.
David Morris, TrioletteBrief to Europe’s largest screen, behind every tournament captain.
Women’s Six Nations · Outernet LondonFifteen years of senior creative direction for heritage jewellery houses, global sportswear and celebrity beauty launches. Founder-led on every engagement.
See the work →David Morris bridal led by our founder at Jensen & Jensen.