LATCH

LIVE LIFE OFF-MENU.

When you look at most luxury concierge brands, it's a sea of superyachts, private jets and beautiful beaches. Everyone seems to be competing to show who has the most luxurious lifestyle.

I wanted to take LATCH in a different direction. Rather than showing people what they could have, I wanted to show them what they could actually experience. The places they could go, the things they could do and the people they could meet.

The idea of the little black book became central to the brand. That feeling of knowing someone who knows someone. The client had asked for a logo built around the letter L, so I wanted to give it something extra. A modern, contemporary mark that also subtly suggests a door opening into another world. A little surprise within the design that the client loved.

That thinking carried through into the wider identity and art direction, with imagery focused on people living those experiences rather than simply admiring them.

Working largely on my own, with a copywriter as my only creative collaborator, I took the project from initial concept right through to launch. From designing the logo and developing the brand identity to creating the imagery and building the website in Wix, I was responsible for bringing the whole visual experience together.