With Rinat Aruh, my partner at August Agency, we were invited by Carla Liuni—recently transitioned from P&G Prestige—to help define Bvlgari. Collaborating with the brand’s marketing, PR, and creative teams, we distilled its rich heritage into a clarified identity system. Our work culminated in the creation of the first positioning statement in Bvlgari’s 130-year history and a unified brand book featuring tipped-in fabric samples that echoed the brand’s distinctive colors and textures. Rather than a bold reinvention, the book synthesized Bvlgari’s heritage, giving all employees a clear, unified vision for the future. Building on this foundation, we developed campaigns including a bridal campaign shot in Rome by Boo George, which celebrated timeless elegance, and a dynamic social video series reimagining high jewelry for a younger audience.