We paired global design icon PAUL SMITH with creative polymaths MADE THOUGHT to help them crystallise the future legacy of a fashion house looking to re-affirm its potent personality and natural rebelliousness.

Brand Strategy – Brand Identity – Campaign

“AUFI helped us solve a problem before we knew we had it. Having rarely appointed the services of external agencies we weren’t aware of the complexities the search could bring. Embarking on a quest for the perfect partner to meet our unconventional needs was never going to be easy, AUFI helped us navigate the storm with total grace and decorum.”

SEAN BAKER – DIRECTOR OF COMMUNICATIONS, PAUL SMITH

“Our work with PAUL SMITH resulted in a new narrative and blueprint for the global brand — a new sense of direction powered by a distinct idea for the whole business to be driven by.”

BEN PARKER – FOUNDER, MADE THOUGHT