Luxus
A New York wealthtech that invests in Hermès Birkin and Kelly bags, rebranded from the mark to the investor deck: premium, and unmistakably expensive.
- Client
- Luxus
- Service
- The whole brand
- Year
- 2026
- 01The challenge
- Luxus, a New York wealthtech with a portfolio of more than fifty authentic Hermès bags and many investors, wanted everything renewed at once: the brand, a new site, a marketplace, emails, investor decks and social media, all premium and very expensive.
- 02The idea
- Luxury read like an asset. The calm of a private bank meets the warmth of Hermès orange: every bag is shown with its numbers, every number with the care of a luxury house.
- 03The solution
- The meander mark and a serif wordmark; to the cream, orange and black we added blue and deep navy, to set the orange off and make the brand stronger and more premium; one system for the site, the marketplace, the decks, the feed and the invitations.
- 04The result
- Half a year of work and one brand on every surface an investor or a collector meets, from a Bloomberg segment to a dinner invitation.
01The rebrand
A meander folded into a diamond: the pattern of the Greek key, a sign of permanence, drawn in one orange line, beside LUXUS in a high-contrast serif.
The mark stays; its ground moves from black to deep navy.
02The colour
The cream, orange and black of the first Luxus stay; blue and deep navy join them.
Against the navy the orange glows: stronger, and more premium.
03The type
Nomada Didone for the headlines: the contrast of a fashion masthead. Poppins for everything else: clear and quiet, from a fund report to a story.
04The website
Designed in Figma: the first investment portfolio of authenticated Hermès bags, presented like a private bank.
The funds and their exits, the press, a waitlist for the next edition, and the team behind it.
LUXUSFunds: the exits slide by, and the waitlist opens
The exits carousel: each bag, its return and its days to exit
The home page and Who we are
On the phone: laid out by us from the desktop design
05The marketplace
New-in-box Hermès Birkin and Kelly bags from the portfolio, for sale directly, on Shopify: the same navy and orange, a shelf that reads like a collection.
06Social media
A feed built like a research desk: each post takes one subject and tells it slide by slide, from Birkin or Kelly to the luxury results of the year, the Golden Globes in Hermès colours and the auctions.
Navy for the analysis, cream for the stories, orange for the numbers.
07Digital campaign
For the investors, a deck of Luxus cards: each card a bag from the portfolio with its return, the back a field of the meander in orange. The cards fly in, turn over, deal themselves.
The cards, the reel, the turn
08Holidays
Two seasons, one hand: for Christmas the bags of the portfolio stack into a tree, on film, on the holiday email and in the stories; for the Lunar New Year, the Year of the Horse, horses drawn from circles, quarters and arcs in the brand’s orange, sand and black, on the invitation and the posts.
Christmas: the film, the stories, the email
The Lunar New Year: the illustrations and the invitation
09Investor decks
Two decks, one hand: the fund edition and the Series A share the serif headlines, the orange rules and the bags cut out like objects in a catalogue.
Shown here are the covers and a few pages; the figures stay private.
LUXUSFunds: Hermès Edition 03
Series A
10Events
And for Royal Ascot, with Christie’s and Garrard: a save the date in gold, a crest that folds the meander into a coat of arms.
Where luxury becomes an asset.
- Client
- Luxus
- Design
- Uyáva Studio
- Based in
- New York
- Year
- 2026
