Ariana Casellas

Luxe Social is a social media and PR agency serving fashion, beauty, and wellness brands. The brief was clear in one respect and open in another: the brand needed to feel high-end, because the clients it serves are high-end. But it also needed to stand out in a space where every competitor had defaulted to the same neutral, minimal aesthetic.

The direction I took was something closer to cutting pages out of a fashion magazine and pinning them to a wall. Collage elements, raw textures, cut-out photography layered together to give the brand a tactile, physical quality that digital-first agencies rarely have. Editorial, but with a sense of fun and irreverence that made it feel alive. The kind of brand that a Gen Z creative director at a beauty label would actually want to work with.

The colour palette was chosen with the same intent. Where the industry defaults to cream and beige, Luxe Social gets a deep olive and a sharp yellow-gold that function as genuine differentiators, colours that signal confidence and creative authority without sacrificing the elevated tone the client's audience expects. Applied across the website and a suite of social media templates, the system is immediately recognisable and consistently itself across every format.