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Transforming Luxury Brands through Luxury Insights and Cultural Intelligence

STRATEGIC CASE STUDIES

EVERY PROJECT NARRATES A STORY OF STRATEGIC PROBLEM-SOLVING

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Redefining Wellness for Peak Performers

Transformed Champneys from relaxation-focused (spa day) to performance-driven (strategic rest and rejuvenation). Revamped Black Friday into an experiential investment, driving +42% revenue and a 68% rebooking rate.

Brand Strategist & Experience Architect

CHAMPNEYS SPA

Reformed Benetton's legacy from analysing the world culture to shaping it, in the age of digital polarisation.

Fighting against "compassion collapse", the Gen Z phenomenon where digital overload numbs empathy, by making compassion an applicable skill.

37% brand relevance uplift | 42,000+ toolkit downloads 

United Colors of Benetton

Advertising Campaign Direction & Marketing

 Reevaluating Luxury Through Phygital Innovation

Built a luxury ecosystem that bridges digital expression and physical craftsmanship, resolving the fundamental disconnect between e-commerce convenience and metaverse immersion.

A proprietary phygital model enabling seamless movement between digital wearables and sustainable physical garments.

Validated 35% digital-to-physical conversion rate through prototype testingMarket-ready partnership roadmap with Roblox & FortniteInvestment-grade business case projecting £11M revenue by Year 3

Creative Director & Brand Strategist

NEROMENTE

THE ARCHITECTURE OF DESIRE 

Luxury and lifestyle choices are rarely rational. They are driven by deep, often unspoken, desires. The DESIRE Framework is my proprietary methodology for building luxury brands that create lasting emotional connections

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D

DISCOVER

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E

EVALUATE

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S

STRATEGISE

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I

IMPLEMENT

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R

REFINE

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E

ELEVATE

CULTURAL
INSIGHTS
BRAND POSITIONING
& EQUITY
CAMPAIGN
DIRECTION
EXECUTION
EXCELLENCE
CONTINUOUS
OPTIMISATION
BRAND
TRANSFORMATION

STRATEGY TOOLKIT

Brand Resonance Framework

Purpose

Key Components

Why It Works

  • ​To build brands that connect, convert, and endure through a proprietary, systematic architecture

1. Diagnostic Layer:

  • White Space Analysis

  • Cultural Friction Mapping


2. Narrative Core:

  • Single-Minded Proposition

  • Brand Belief System


3. Activation System:

  • Tone of Voice Ladder

  • Experience Blueprint

  • Moves strategy from a static document to a living system embedded in the customer experience. It ensures every touchpoint proves the core idea.

ABOUT ME

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STRATEGIC VISION MEETS CULTURAL INTELLIGENCE

A brand isn’t a statement; it’s an experience.
That flicker of connection. Or the silence of indifference.
That’s where I help brands that have outgrown their story find their voice again.

My process acts as a tuning fork, aligning what you mean with what people feel.

 

The Resonance Engine
Diagnostic: Uncovering the authentic story buried in your business
Narrative: Building a world that makes that story undeniable
→ Activation: Ensuring every touchpoint builds loyalty, not just noise

30% lower acquisition costs for a DTC brand, achieved not through ads, but through resonating
15-point lift in brand desire for a premium brand, turning heritage into appeal
25% rise in direct bookings for a boutique hotel, by making their story impossible to replicate

Because a brand doesn’t grow when you add more noise, 
It grows when meaning and emotion move in sync.

Explore Portfolio

GALLERY

MaxMara Brand Board

MaxMara Brand Board

AW 2023 Forecast Board

AW 2023 Forecast Board

UCB- United Dreams Instagram Post

UCB- United Dreams Instagram Post

SPACEBISKIT Brand Board

SPACEBISKIT Brand Board

LOEWE Brand Board

LOEWE Brand Board

TOFFLE Brand Board

TOFFLE Brand Board

KHAITE Brand Board

KHAITE Brand Board

TOTEME Brand Board

TOTEME Brand Board

Album Cover

Album Cover

Magazine page

Magazine page

ANNAKIKI Brand Board

ANNAKIKI Brand Board

NEROMENTE Brand Board

NEROMENTE Brand Board

Contact

​Email: shagunjamma@gmail.com

 
Phone: +44 7440059553 | +91 8856830074

 

Social Profiles:


  • Behance
  • Instagram
  • LinkedIn
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