Content creation for design-led brands - the challenges and the opportunities
In the world of luxury, design-led brands occupy a unique space where aesthetics, storytelling, and exclusivity converge. For these brands, content creation is not just a marketing activity; it is a form of art that must echo the brand’s philosophy, heritage, and impeccable attention to detail.
However, achieving this is no small feat. With marketing budgets often squeezed and the volume of content required becoming ever more complex and demanding, it can be difficult for companies to navigate and find cost-effective solutions. A recent Instagram announcement from CEO, Adam Mosseri, put content creation front and centre too.
Let’s explore the challenges and opportunities that define content creation for companies, particularly in the luxury sector.
The Challenges
Maintaining Brand Authenticity in a Digital World
Many companies often possess a rich legacy and a distinct visual language. Translating these into digital content while preserving their authenticity can be challenging. Platforms like Instagram or TikTok demand fast-paced, bite-sized content, which may conflict with a brand’s emphasis on timelessness and sophistication.
In a recent post, Instagram CEO, Adam Mosseri gave two key focuses for them this year: Creativity and connecting with the people you care about. Essentially, they are adapting the platform (again) to encourage, promote and support original and engaging content. You can read more about the changes here in our broader article about platform changes.
Ensuring your content creation plans accurately reflect your brand whilst avoiding costly shoots and video production can be challenging. However, the reality is that although social media allows for more flexibility and authenticity, other communications platforms, such as print media and digital PR opportunities, demand high-quality, carefully curated imagery that reflects the judicious consumer they are aiming at.
Navigating Evolving Consumer Expectations
Luxury consumers today are highly discerning and digitally savvy. They expect immersive, meaningful experiences across all touchpoints. Meeting these expectations while maintaining the brand’s exclusivity can be a complex undertaking, requiring brands to walk a fine line between accessibility and prestige.
Finding innovative ways to connect with your clients, allowing them to experience your product or service without seeing them in person can often require creative thinking and a willingness to explore other options such as influencer partnerships, affiliate marketing and more.
Achieving Visual and tonal Consistency Across Platforms
For many brands, every piece of content is a representation of their ethos. Achieving visual consistency across various platforms—social media, websites, email campaigns, and even AR/VR experiences—is essential but challenging. Each channel has unique requirements, making it difficult to deliver cohesive storytelling without compromising quality.
However, assuming that creating a piece of content destined for one specific platform cannot be used elsewhere isn’t either practical or realistic. One long-form blog, for example, can be sliced up into short-form content for LinkedIn, an Idea Pin on Pinterest or a Reel on Instagram. It can be included as an intro in an email or be a thought starter for a more personal thought-leadership commentary for a publication.
Integrating Technology Without Losing the Human Touch
While data analytics, AI, and other technologies offer valuable insights and automation, their overuse can dilute the craftsmanship and personal touch central to design-led brands. Striking the right balance between technology and human creativity is a persistent challenge.
The reality is that journalists and media outlets still request/need real imagery and not CGIs or AI-generated images. There are occasional exceptions to this rule but they are rare. That human connection is vital for their readers and although technology is advancing rapidly, there is still an obvious distinction between real and ‘generated’ content.
It’s also worth noting that for social media channels, authenticity is still really important. With Instagram pushing for more original content, that can engage audiences, the temptation is to look for shortcuts to meet that demand. While Instagram, in particular, has noted that AI may have a role to play in that creativity, users still want to see real-world applications of products and services.
For interior designers and architects, you’re not selling a computer-generated property that disappears when you remove the headset. For product manufacturers, you’re not selling a virtual tap or an AI-coloured paint. They are all tangible things that people want to have for themselves and so should be marketed as such. It builds far more trust with the consumer knowing that they are buying something that definitely exists and hasn’t been created on a computer!
Resource-Intensive Content Production
However, there is the reality…
Luxury content demands high production value—bespoke photography, intricate videos, and editorial-quality copywriting. This level of sophistication often requires significant investment in time, talent, and resources, which can be a constraint for even well-established brands.
So, how do you find the balance between the two?
The Opportunities
Crafting Rich Brand Narratives
Design-led brands have an inherent advantage: their stories. From artisanal craftsmanship to sustainability initiatives, these narratives resonate deeply with modern consumers. Thoughtfully created content can bring these stories to life, building emotional connections that foster loyalty.
Look beyond the product and find opportunities to share your broader story—from manufacturing processes and partnerships with craftsmen and women to the people behind the brand. That authenticity is far more valuable than you might think.
Leveraging Emerging Technologies
While new technologies can be tempting for some purposes, they can also enhance consumer experience in many other ways. AR and VR can transform how luxury products are experienced online, enabling virtual showroom tours, interactive 3D product displays, and immersive storytelling. These technologies enhance engagement and help bridge the gap between the digital and physical worlds.
Building Communities Through Social Platforms
Platforms like Instagram and Pinterest are natural allies for design-led brands, offering visually rich environments where their aesthetics can shine. By fostering niche communities through thoughtful, authentic engagement, brands can create loyal followings that amplify their reach organically.
Instagram is focusing this year on connecting with your social circle. Creating content people want to save and share will be a key metric to watch as 2025 progresses. The same applies to other platforms, too, so one piece of content could be adapted for audiences differently. Inspiration and aspiration for that luxury aesthetic, looking for sustainable options and finding new and unique designs, will drive consumer interest and encourage engagement. Demonstrating expertise, thought leadership and more will only add value to your brand.
Experimenting with Content Formats
From cinematic storytelling to short-form video and live-streamed events, design-led brands have a plethora of formats to experiment with. This versatility allows them to showcase their products and ethos in dynamic, compelling ways that resonate with diverse audiences.
Lean into the new options that the platforms offer for sharing your products. Pinterest, in particular, is great for finding innovative ways to share and sell products.
One video shoot can be broken down into multiple clips for social media use too, for example, giving you many pieces of content for even a single day of shooting. Many brands are now investing in in-house studio space for small shoots, which can save time and money in the long run and allow you to control the aesthetic. Larger, more costly location shoots can, therefore, be reserved for those that require a stylist's and professional photographer’s eye. They will better understand editorial needs and how best to appeal to a broad audience.
Personalised, Data-Driven Content
With tools that analyse consumer behaviour, brands can create hyper-personalised content tailored to individual preferences. For example, offering behind-the-scenes glimpses into the creation of a product a customer has shown interest in can deepen their connection to the brand.
Balancing Heritage and Innovation
The essence of content creation for design-led luxury brands lies in balancing heritage with innovation. Brands must honour their legacy while embracing new methods to stay relevant. This includes staying attuned to cultural shifts, exploring sustainable storytelling practices, and being bold in their creative endeavours.
For a digital communications agency in the luxury sector like Sandford, the task for us is to help our clients not just to create content but to craft experiences.
Conclusion
Content creation for design-led brands is both an art and a science. While maintaining authenticity and visual consistency can seem daunting, the opportunities for meaningful engagement and brand elevation are immense. By approaching content creation with creativity, strategy, and deep respect for the brand’s identity, luxury brands can craft narratives that capture attention and leave a lasting impression.
As a communications agency within the sector, the key lies in being guardians of heritage and enablers of innovation—crafting content that elevates design-led brands while staying true to their timeless allure.
