G2 Worldwide

G2 Worldwide is a global brand development and design consultancy committed to providing clients with innovative world-class branding solutions that build consumer preference and drive business success. G2 has core competencies in a wide range of branding disciplines, including brand strategy, brand identity, packaging, retail and integrated marketing. Formed in January 2000, G2 has 43 offices in 39 countries. Clients include BellSouth, CIBA Vision, GlaxoSmithKline, Kmart, Mars and Network Associates. G2 is a partner company of Grey Global Group (Nasdaq:GREY).

The G2 Creative Team writes:

Are there special challenges to working on luxury brands?
One of the particular challenges with luxury brands is that the brief demands that the final creative projects an upscale image and quality, which always involves a certain amount of subjectivity on the part of clients and the agency. The definitions of “upscale” and luxury differ from person to person. It becomes a question of, Is the taste-level high enough? It raises issues of whose standards are the best for the brand. A second challenge for us is that we work on global luxury brands, and in certain markets what may seem obscure can be the height of good taste in others. There is no one globally agreed upon idea of "upscale" execution.

Do budgets tend to be higher for luxury products of brands?
Not typically. The message and look is “luxury,” but often budgets are smaller due to the targeted and niche nature of the communications. Budgets are frequently larger when trying to reach masses.

What is the role of the graphic designer in creating a luxury or upscale brand?
The designer is the taste setter for the communications. A graphic designer needs grounding in, and a natural sense of, luxury. They need to be able to demonstrate this through a range of vastly different creative exploratories; otherwise, they can lose credibility. Above all, they need to have a natural feeling for this sector. When dealing with these brands, we are not trying necessarily to make the client comfortable. It is better to pitch high and challenge the client - and ourselves.

Is it as fun or as glamorous as it looks to an outsider?
Challenging your own and your client’s creativity is an experience that is extremely stimulating and a lot of fun. One of the joys of working on a luxury brand is that you don’t have to compromise the design aesthetic and bend to mass market tastes. As designers, it is great to work with a client who understands the value and power of design as a marketing medium in itself. In terms of glamour, the actual work load and end deliverables demand just as much account management work as any other product category, and fastidious attention to detail is required to roll brand communications programs out successfully.

What is your definition of luxury?
Luxury is something unessential that inspires covetous behavior because of the quality of the design, its provenance and its materials.