Three Cities, One Feeling

Jul’s began as a local concept in Ibiza, with a satellite in Athens. The ambition was to build the foundations to take it beyond its original locations and turn it into a global brand.
I came in to lead the creative and strategic direction of that evolution, from creating the new brand identity and defining the brand foundations, through to shaping the overarching concept, positioning and future vision for the business.
There was a lot of heavy lifting behind the scenes too. I led the production and development of the creative ecosystem, from visual direction and content to campaigns and the wider marketing infrastructure needed to bring the new brand to life.
The challenge was to build something that could scale internationally without losing the feeling that made Jul’s special in Ibiza. Every decision had to balance the emotional and cultural side of the brand with the commercial ambition behind it.
London became the first major expression of this new direction, with the foundations also created to support the brand’s next phase of expansion into markets including Dubai.
The result is a brand built not just for where Jul’s is today, but for where it wants to go next.