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News

17 May 2024

2 min read

Matter Of Form Awarded in Campaign’s Best Places To Work 2024
Timeless

Luxury Commentary

4 Jul 2023

4 min read

Transforming Luxury Into Legacy: Why ‘Timeless’ Is Always Our Goal

A design consultancy specialising in brand strategy, CX & digital innovation

[email protected]+44 20 3141 2000
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Matter Of Form is a design consultancy specialising in brand strategy, CX & digital innovation.

Timeless

Brands

Embrace

Change

Based in London with a global footprint, we define distinctive positionings—activated through signature brand & experience, across product, place and service.

Based in London with a global footprint, we define distinctive positionings—activated through signature brand & experience, across product, place and service.

Wilderness Homepage (1)

Wilderness

From a pioneering B2B business to an unrivalled global brand, designed to last lifetimes

View Project
Accor Homepage

Hospitality & Travel

Accor

Transforming the experience of acclaimed brands across Accor's luxury and premium portfolio

View Project
Lux

LUX* Resorts

Rewriting the rules of convention in luxury hospitality

LUX

Brand Interactions™

The Choreography of The Customer

Our proprietary framework for meaningful innovation, Brand Interactions™ maps a brand’s end-to-end CX to pinpoint creative opportunities for engagement.

Learn More
MOF WORKSHOP

Featured Engagements

Full Client List
Jbi Master Signature En2

Jbi Master Signature En2

Jumeirah

Designing a handful of brand rituals that will come to define the Jumeirah guest experience across their expansive destination portfolio.

NEOM

NEOM

NEOM

Mind-bending remits for game-changing projects, touching on multi-sensory experience, architecture and end-to-end concept development.

Moh2

Moh2

Mandarin Oriental

Reimagining what loyalty means today, to modern guests and to Mandarin Oriental, in a time where it's increasingly scarce.

Hab3

Hab3

Hotel Arts Barcelona

Revitalising Hotel Arts Barcelona through an entirely fresh brand strategy and identity that features olfactory and sonic aspects.

AMA Black Logo

AMA Black Logo

AmaWaterways

Evolving the AmaWaterways site from a functional need to an experiential tool for engaging new audiences.

Ben Bridge

Ben Bridge

Ben Bridge

A brand refinement balancing Ben Bridge Jeweler’s extraordinary heritage with a contemporary outlook that references their exquisite items, ethics and story.

Fairmont (1)

Fairmont (1)

Fairmont

Transforming the Fairmont experience through strategic digital design and campaign production to honour its storied reputation and evolving brand.

Champion No Bckgnd

Champion No Bckgnd

Champion

Refining what Champion stands for today and how this is conveyed to emerging generations of brand advocates in ways that resonate meaningfully.

Retro Mockup

Our Annual Retrospective


A selection of our best work from the last twelve months – across brand, digital, CX and innovation, for category leaders in travel, hospitality, retail, architecture, space exploration and beyond.

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What We Do

All Services
Orb Solid

Orb Solid

[ I ]

Brand Development

Defining a distinctive positioning, principles and expression for esteemed brands looking to cut through the noise with a clear point of difference.

Orb Solid

Orb Solid

Orb Gas

Orb Gas

[ II ]

Future State Design

Choreographing the vision and future CX for brands seeking internal alignment to design what’s next, visualised through the eyes of their audience.

Orb Gas

Orb Gas

Orb Liquid

Orb Liquid

[ III ]

Experience Transformation

Designing every touch point across brand, digital and content for teams ready to transform their experience end-to-end.

Orb Liquid

Orb Liquid

“We do not perceive MOF to be simply our digital and brand marketing communications agency, rather we consider them to be an essential creative partner and a source of critical support as we navigate our brand and international marketing journey. Though they are located relatively far from us geographically, our two companies could not be closer – we cannot thank them enough for their dedicated service.”

Cheryl Franklin

Apes Hill

“Matter Of Form has been instrumental in completely elevating our positioning and doing so in a manner which is strategically on point for where we want to take our beloved brand. I am beyond thrilled with the end product, & want to extend a heartfelt thanks & congratulations to the entire team.”

Mike Stone, CIO

Wilderness

“After working with the brand for 25 years, this is the first time we have a website that allows us to express ourselves creatively in the passionate and exciting way that differentiates us from all our competitors. Something we have been able to do on every other platform but on our previous website. Now we have something we can all be proud of.”

Rashna Mody Clark

Como Resorts & Hotels

“We are very happy with the creative & professional production delivered by Matter Of Form. Their team captured the essence of our luxury brand, delivering stunning visuals that exceeded our expectations.Their production was seamless & unobtrusive, with meticulous attention to detail. The final results not only showcased our properties beautifully but also helped us on our journey to elevate our brand.”

Caroline Gaud-Perrier

LUX* Hotels & Resorts

“We do not perceive MOF to be simply our digital and brand marketing communications agency, rather we consider them to be an essential creative partner and a source of critical support as we navigate our brand and international marketing journey. Though they are located relatively far from us geographically, our two companies could not be closer – we cannot thank them enough for their dedicated service.”

Cheryl Franklin

Apes Hill

“Matter Of Form has been instrumental in completely elevating our positioning and doing so in a manner which is strategically on point for where we want to take our beloved brand. I am beyond thrilled with the end product, & want to extend a heartfelt thanks & congratulations to the entire team.”

Mike Stone, CIO

Wilderness

“After working with the brand for 25 years, this is the first time we have a website that allows us to express ourselves creatively in the passionate and exciting way that differentiates us from all our competitors. Something we have been able to do on every other platform but on our previous website. Now we have something we can all be proud of.”

Rashna Mody Clark

Como Resorts & Hotels

“We are very happy with the creative & professional production delivered by Matter Of Form. Their team captured the essence of our luxury brand, delivering stunning visuals that exceeded our expectations.Their production was seamless & unobtrusive, with meticulous attention to detail. The final results not only showcased our properties beautifully but also helped us on our journey to elevate our brand.”

Caroline Gaud-Perrier

LUX* Hotels & Resorts

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News & Views

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Timeless

Luxury Commentary

Transforming Luxury Into Legacy: Why ‘Timeless’ Is Always Our Goal

Luxury Commentary

We’re a business fixated on the idea of ‘form’. The principle that the concept of a thing, if powerful enough, can last well beyond any single shape it may take. It’s why we challenge words like luxury and instead talk about ambitions of timelessness.

Getty Images Dbdehqmvzni Unsplash

Luxury Commentary

The Luxury Report 2024

Luxury Commentary

Our annual outlook on the state of luxury, in our present moment and the long term. Framed by three movements flexing the market, from the fall of status to AI, automation and the brand multiverse, this report captures our take on it all, powered by studio-wide insights and sector-wide research.

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Brand & CX

The Power of Brand Positioning with MOF Strategy Director, James Lees

Brand & CX

Exploring market mapping, messaging and more, we sat down with our Strategy Director James Lees to break down why brands need to nail their positioning before embarking on digital projects.

Motoki Tonn Nau5bxei9p4 Unsplash

Brand & CX

Brand Rituals & Crafting Signature Moments

Brand & CX

From Le Labo’s mixing rituals and a clever Carhartt label to hospitality experiences that hark back to tradition, we unpack some of our favourite cases of brand rituals and moments that actually mean something – more so than the tedious race to conversion.

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Trends & Insights

Hype or Hush: How Timeless Brands Should Approach Trends

Trends & Insights

On average, luxury prices are up 32 per cent since 2019. Creative directors are playing musical chairs. Q3 results are down. The industry’s grappling. When the going gets tough, it’s easy to look for short-term wins, which in luxury fashion, often comes in the form of trends. But, if longevity and legacy are the goal, can trends really help brands achieve timeless status?