Emotional Architecture
Brand, business and creative leader.
I'm David Boxser, based in Los Angeles. For more than twenty years I have built brands from both sides of the table: as CMO, agency President and three-time founder, and as the person shaping the creative. Leadership teams bring me in, as an executive, a fractional partner or an adviser, when the brand has become central to where the business goes next.
Brands I have helped build include LVMH, Nike, Calvin Klein, Victoria Beckham Beauty, Apple and Airbnb.
intro
Usually at a turning point, when more of the business rests on the brand than ever before: rapid growth, new investment, a launch or a change of leadership.
A founder-led brand needs to stand on its own, known for the product as much as the name behind it.
A brand that grew quickly is ready for a more considered expression, without losing the people who built it.
A new label or category needs a point of view before it needs a logo.
Leadership faces a brand decision they'll live with for years, and wants an experienced eye on it.
A company needs a senior brand leader, as an executive or on a fractional basis, to set the direction and build the team that carries it.
when I am brought in
The meaning: A positioning built on the feeling your brand evokes when it solves a real problem in your customers' lives, and set as the standard every decision answers to, from product to campaign.
The commercial judgement: Two decades of leadership, as CMO, agency President and three-time founder. Brand decisions made with the business in mind, and a leadership team aligned behind them.
The creative direction: One emotional idea, carried with rigour through identity, packaging, retail and campaign. I set the direction, then trust the art directors, designers and writers to do what they do best. Great creative work needs room, and I give it.
The team: When the work calls for it, a full creative team through SG Cartel, working as your own creative department until the business is ready, and resourced, to build its own, then handing over so the work carries on without us
what I bring
Ace Harper / Adidas / Airbnb / American Express / Apple / Calvin Klein / Chanel / Cole Haan / Diane von Furstenberg / Dr Idriss / Estée Lauder / Frame / Gap / Google / Hermès / isima by Shakira / Kraken Rum / Lane Crawford / Laughing Man Coffee / LG / Lucid Motors / LVMH / Michael Kors / Pernod Ricard / Mr Porter / New York Knicks / Nike / NNSA / Old Navy / Pernod Ricard / Purple Brand Denim / Samsung / Summer Fridays / Tacori / Tory Burch / Victoria Beckham Beauty