Brands Untapped: Studio Noel’s insights on crafting strategy, style guides, and trend-led collaborations
Michelle Noel, Strategy Director, and Lana Zoppi, Design Director at Studio Noel, discuss their agency's evolution and approach to creative projects.
Initially focusing on branding and packaging, they naturally transitioned into licensing through projects like a series of books and collaborations with institutions such as the Natural History Museum. Their services encompass brand development, style guides, and trend guides, with a particular emphasis on creating adaptable assets suitable for various applications. They stress the importance of understanding clients’ commercial objectives to inform and inspire the creative process. In their work, they balance familiarity with a brand to capture its nuances while maintaining enough distance to explore innovative directions. When integrating brands with current trends, they delve into the underlying reasons behind a trend’s popularity to find deeper connections and opportunities for the brand.