MADE THOUGHT

After digging into the history and present of @hmgaming , we realised that the brand shared a lot with the people it has supported and inspired with its chairs: drive, obsession, and continued improvement. To communicate this shared interest and shared legacy, we wrote, concepted, and produced two campaigns: One video campaign that would launch the brand across all its channels, with this shared interest in mind, and another that would hero the brand’s core products to drive sales. For the video campaign, we started by uncovering a clear insight: A win doesn’t just happen and it’s rarely shaped in the flashy moments; it happens in the details, in refining position or shaving a millisecond off a motion, or sitting up just a little taller. But, just like gaming athletes, we know that one win doesn’t make a winner. A winner proves themself time after time, bounces back, dedicates hours and days and years to becoming the best version of themselves. After all, anyone can win once. @hmgaming is dedicated to creating generations of winners. When it came to our product campaign, we worked with visual artist @pedroveneziano to create multiple advertisements demonstrating the benefits and designs of the iconic chairs in evocative and arresting abstract visualisations.

We knew from day one that there was an opportunity to re-invent the codes of gaming. We wanted to harness the boldness of the gaming industry and build a brand world that feels as endlessly creative and discoverable as a large open-world adventure. So we created a full suite of moves that @hmgaming could employ.

Is a furniture brand with a century-long legacy exactly what the gaming industry needs to redefine its standout codes? By tapping into @hermanmiller performance legacy and building a brand that speaks the language of play, we developed a platform to Inspire Human Potential. Our blend of refinement with energy through bold visuals, kinetic type, and a flexible voice created an endlessly expandable brand that speaks to gamers in every mode they find themselves. Then, to put our brand to the test, we concepted and produced a launch campaign, “Anyone Can Win Once,” that honored the obsession and endurance shared by pro gamers and Herman Miller alike. From packaging to arena takeovers, we crafted a brand that would drive @hmgaming and gaming itself, forward. And this is just the beginning. Full case study in bio.

For the first time in nearly 25 years, the Light Blue bottle has become part of the brand’s narrative. In its physical presence, it extends the story of the fragrance and the world it inhabits, not just a new design, but an expression of heritage, culture, and craft. A subtle yet significant shift for a modern icon. — Studio images: @benpexton Video: @samyoukilis Campaign imagery courtesy: @dolcegabbana_beauty

Collaborating closely with @dolcegabbana_beauty , our approach was rooted in material storytelling—translating the essence of Capri into glass, form and finish. The new Light Blue bottle features sea glass–inspired curves, porcelain caps glazed like the island’s majolica tiles, and a frosted finish that evokes cool sea mist. The result is a more refined expression of place—quietly confident, deeply rooted, and unmistakably Light Blue. — Studio images: @benpexton Tile images: @cameron.bensleyy Campaign imagery courtesy: @dolcegabbana_beauty

@dolcegabbana_beauty approached Made Thought looking for a thoughtful step forward, one that could honour the legacy of its iconic Light Blue brand, while connecting with a new generation. Together we set out to deepen the connection between scent, story, and place—designing a bottle that could transport as powerfully as the fragrance itself. — Studio images: @benpexton Campaign imagery courtesy: @dolcegabbana_beauty

We worked with @viceroyhotels internal team to refocus their offerings around a core belief: modern luxury travel should center unique experiences that connect guests with each destination’s heritage, landscapes, culture, and culinary traditions. We collaborated directly with Viceroy property teams, providing a framework and creative concepts for experiences and initiatives designed to surprise and delight visitors while staying true to the brand’s core. Each property is focused on creating memorable experiences that can only happen in that specific location. This approach attracts travelers seeking a new definition of luxury—one based on authentic connection rather than amenities.

At the heart of the @viceroyhotels visual brand sits a unique capacity to amplify local stories. After defining the new positioning, graphic language, and art direction for the Viceroy parent brand, we carried through our strategic storytelling and a modular brand system to celebrate the differences across each Viceroy property—all while retaining the beloved wordmark. By embedding ourselves with the local Viceroy teams and immersing in their locales, we learned about each destination’s unique experiences—from folklore and legends to distinctive regional flora and fauna—crafting these tales into a tailored brand strategy and emblems specific to each property. These emblems then became a core part of each property’s “O” in the Viceroy wordmark, and came to life through bespoke graphic languages, including patterns that appeared across a range of physical objects—reminding guests that their stay was as locally specific as it was unmistakably Viceroy.

@viceroyhotels partnered with Made Thought to reimagine how a globally diverse portfolio could feel united — without losing the power of individuality. With properties spanning city centers to coastal escapes, each with its own distinct identity, the challenge was to clarify and amplify. The brand platform we developed situated each hotel as a point in “a constellation of discovery” that represented the entire portfolio. And they would deliver a collection of elevated experiences designed to bring guests closer to the stories that make our world unique. The result is a brand that celebrates difference while delivering consistency—in service, design, and that unmistakable sense of the unexpected. Full case study in our bio.

Part American upstart and part coveted commodity, Dacora needed a verbal identity and accompanying language to sit amongst storied automotive brands while maintaining its irreverent charm. We began by focusing on feeling, imagining the journeys that the brand’s language would take. Instead of the usual high-octane car fantasy, Dacora’s story would unfold at a different pace, as a confident, unhurried celebration of life’s greatest luxury: time. This voice would be economical yet elegant, and neither plain nor wordy. Out of that voice, we built a bespoke lexicon of luxury, a precise vocabulary that extends this one-of-a-kind vehicle into an unmatched world. Have you noticed that Dacora never calls itself a “car”? Our deliberate approach, from crafting a signature tone of voice to naming their upcoming hospitality space, positioned Dacora as an irresistible offering, and proves that language can move hearts and minds, and vehicles, too.

At the heart of nature’s beauty is math, something that engineers and @dacoramotors founders Kristie and Eric D’Ambrosio-Correll knew intimately as they built their first automobile. That would be the heart of the brand we created, as well: natural form and mathematical precision meeting in harmony to bring a new perspective to luxury mobility. Every detail is activated by this idea, from art direction and graphic language, to the binary code-inspired wordmark. The symbol, too, speaks to this convergence. Known internally as the Wellspring, it is a cropped glimpse of the concentric circles that define this innovative vehicle—engineering and design and D’Ambrosio and Correll (and direct + current if we take a trip back to Physics 101). Every curve and line in Dacora is a balance of elegance and accuracy. It’s more than a car—it’s engineering in motion, designed to turn every drive into a refined experience.

MIT engineers Kristie and Eric D’Ambrosio-Correll partnered with Made Thought to redefine what luxury mobility could look and feel like. Inspired by heritage, engineering, and human-centric design, we created a brand for @dacoramotors that honors the past while boldly innovating for the future. From a logo rooted in the logic of binary code to a bespoke lexicon of luxury, every element was crafted to elevate Dacora’s story and presence in a saturated market. Reservations of the vehicle exceeded 150% of first-year production, new investment rounds were secured, and Dacora became a name to watch. Production: @rachaelyaeger @human.nyc Photography: @emmaxanderson Full case study in our bio.