Brand strategy & identity · Communications & media · Creative direction · Production

We don't separate the thinking from the making.

Sielu is an independent creative studio for luxury and lifestyle brands. Part consultancy, part agency.

The gap

Brands are expected to do more, move faster and keep up with culture, on less. Yet most still hire one firm to do the thinking and another to do the making. Every handover costs time and money, and the idea gets lost somewhere in between.

Why Sielu

We do both. Brand, communications and media strategists by training, artists and producers at heart, with years of managing and resourcing senior creative teams. And we’ve been the client, so we think commercially, learn your brand fast, and know what gets greenlit and what quietly dies in the third round of feedback.

How we work

We work as an extension of your in-house team: strategists, consultants, project leads and producers, taking it from brief to final asset. Anything else the work needs, we bring in from our senior creative network.

Amsterdam · London · Los Angeles · MelbourneOne group chat.

Where we've worked

We know what gets greenlit. We know what performs.

Our founder, Emily Logan, has 12+ years on both sides of the brief: inside global luxury houses as brand and communications lead, and agency-side as creative director and media strategist. So we think like the in-house team, because we've been the in-house team. We work out what the creative has to do for the business, then bring in exactly the people your team needs to make it. Nothing more, nothing missing.

LVMHMoët HennessyKeringChanelPrada GroupBelvedere VodkaFormula 1Air Race XVogueGQDazedHighsnobiety

12+ Years of founder experience in global luxury and lifestyle

5 Active markets: Europe, UK, US, APAC, Australia

6 Core team members at Sielu

20+ Senior specialists who flex around the core team as needed

Day 1 Profitable from launch. Fully bootstrapped, built on repeat clients

Every one of us is a marketing strategist first.

LuxuryPremiumWine & spiritsHospitalityBeautyFashionWellness

Point of view

Consultancy thinking. Agency execution. One studio.

01 Your in-house studio, without the overheads We work as an extension of your team. Strategy, creative direction, production, comms and media planning, and social, scaled up or down as the brief needs. Bring us in for one piece or all of it. The people who write the brief also run the shoot and plan the posting schedule, so nothing gets lost along the way.

02 Consulting brain, agency hands We can come in for a positioning audit or an in-house team review, then stay to make the campaign. Most consultancies leave you with a deck. We leave you with the deck and the work.

03 We speak fluent creative We have close, long-standing relationships with creatives worldwide: photographers, filmmakers, stylists, set designers, illustrators, motion designers, sound designers and copywriters. We know how each of them works and what they need to do their best work, so your brand gets the craft with the structure around it.

04 Built for how brands talk now Brands have to publish constantly, react quickly and still look considered. A lean senior team with no handovers moves at that speed. The people you meet in the pitch stay on the work, so decisions take a day, not a month.

Founder & creative director

Emily Logan

Creative director. Communications and media strategist. In your corner.

Emily has worked at senior level on both the client side and the agency side, and she plans and manages media too. She has been in the edit suite and in the boardroom, so she knows what gets greenlit, what gets cut in approvals and what performs once it's live. She leads every Sielu project.

Client side LVMH group, Kering, Chanel, Prada Group

Creative direction Belvedere Vodka (Moët Hennessy), Formula 1, Air Race X

Media Vogue, GQ, Dazed, Highsnobiety

Education Parsons NY/Paris · HEC Paris, Luxury Management · NEOMA Paris, MSc Corporate Communications · FIDM LA · Wharton, IP Law

Recognition LVMH Jeune Talents Ambassador 2018, with a full LVMH master’s scholarship

What we do

From brief to performance. And back again.

The brands doing well right now aren't running one campaign a year. They're running creative systems. We build the system, then run it with you, embedded in your team. Every result feeds the next brief.

Campaign ideas & creative concepts Ideas for launches, campaigns, events and social, written by the same senior team that will produce, place and report on them. So every concept arrives already costed, cast and planned for media, and the idea you approve is the one that goes live.

Creative direction Led by Emily Logan, who has worked inside Chanel, LVMH and Kering and creative-directed for Belvedere and Formula 1. She keeps one eye across every touchpoint, so taste and strategy stay in the same room from the first reference to the final frame.

Brand communications & marketing strategy and management We plan like senior in-house marketers, because that’s what we’ve been. Brand positioning, communications planning, marketing calendars and go-to-market, shaped by years inside luxury houses, drinks brands and global platforms.

Brand identity & design Logo and visual identity design, brand guidelines, graphic and motion design, packaging, and website design and development, all held to one art director’s eye. We also manage your brand assets and their licensing, so everything stays consistent and properly cleared wherever it’s used.

Resource & team management We scope, staff and run the team each project needs, from our core specialists and wider network, all managed centrally through Sielu. One contact, one plan, one invoice.

Creative production Campaigns, shoots, films, events and experiences, produced end to end. We cast the talent, assemble the right creative team anywhere in the world, run the set and deliver on brief.

Media strategy, planning & buying Led in-house by a senior media strategist trained directly by Meta and Pinterest, with experience inside media platforms including WeTransfer. Audiences built around your objectives, and spend placed where it performs.

Distribution & rollout management We manage how the creative and the brand go out into the world, across markets, channels and partners, from launch through every seasonal moment.

Performance & iteration Reporting, benchmarking and market studies, written up for whoever needs to see them, from your team to the board. What we learn goes straight into the next brief.

And: cultural speed

When culture moves, we move with it.

A moment lands on Tuesday and by Thursday it's been strategised, shot, rolled out, put behind media and reported back to whoever needs to see it. We've done it trackside across Formula 1 race weekends, backstage at London and Copenhagen Fashion Weeks, and live through product drops and award seasons. Fast turnarounds, the right crew for the job, and only the parts you need. That's how creative and communications work now, and it's how we've always worked.

The scope changes. The standard doesn't.

The team

Fractional members of your team. Full access to ours.

Each of us works inside your team as a fractional strategist or consultant, and leads your projects with Sielu. When the work needs making, we tap straight into 20+ senior photographers, filmmakers, motion designers, producers and copywriters across Europe, the UK, the US and APAC. We know IP and usage rights well, so we advise on licensing for everything we make together and handle the negotiations to get you the right terms. Consultancy thinking and agency output, from the same people.

Montana Hurndell Senior Strategist & Account Lead

Lily Redrup Senior Creative & Brand Strategist

Megan Biebuyck Senior Marketing Strategist, Fractional CMO & Account Lead

Kyra Stevens Senior Creative & Brand Strategist

Anna Shave Studio Manager & Social Media Manager

Megan Roderick Head of Operations, Finance & Legal