(00 — Index · Folio MMXXVI)Eight years.
Three iconic brands.
One standard.
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Visual Governance
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Editorial Systems
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Multi-Market Production
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Heritage Retail
* Visual Governance * Editorial Systems * Multi-Market Production * Heritage Retail
Folio06 Case studies · Apple, Rolex, Tudor, Citi
BasedNew York City · available globally
Senior brand-systems work for luxury heritage retail, editorial direction, and visual governance — built to perform under real-world pressure, across markets, vendors, and teams.
CurrentlyOpen to senior in-house roles & consulting briefs.
New York, NY
Rolex Boutique Meatpacking
National Retail Photography Standards
Tudor Boutique Network
Citi LGBTQI+ Financial Literacy
Apple Retail Communications
Digital Brand Compliance
Meridian
Sola
Korra
Room 27
Ostra
Atlas Mode
Auri Vida
Strata
Waterline
Rolex Meatpacking Boutique
Rolex Retail Photography
Tudor Retail Photography
Apple Communications
Citi Editorial Presentation
Sola
Meridian
Korra
Ostra
the work, as it sits
§ 01 — Selected WorkRolex Boutique Meatpacking.
20232020 - 2025 Production and visual standards support for a flagship boutique opening — campaign assets, signage specification, and vendor governance through opening week.
Luxury Retail Production Multi-vendor
Apple · Editorial 2017–19
Apple Retail Communications.
A modular editorial system standardizing how information was organized, prioritized, and delivered across the Fifth Avenue flagship — reducing daily briefing time by 25%.
Editorial ArchitectureInternal Systems
Tudor · Retail 2023–24
Tudor Boutique Network.
Quarterly campaign rollouts and signage standards across the North American boutique footprint. Three production partners, one register.
Retail SystemsMulti-Market
National Retail Photography Standards.
A unified photography framework aligned with Geneva HQ — 92 retail stores completed in the first year.
Documentary System Governance
Citi · Editorial 2022
Citi LGBTQI+ Financial Literacy.
Editorial architecture and modular layouts for Citi's Pride 365 financial education programme — delivered across 12 workshops for 300+ participants.
Editorial SystemCommunications
2020 - 2025 202306 / Public Index
Apple · Editorial 2017–19
Apple Retail Communications.
A modular editorial system standardizing how information was organized, prioritized, and delivered across the Fifth Avenue flagship — reducing daily briefing time by 25%.
Editorial ArchitectureInternal Systems
Tudor · Retail 2023–24
Tudor Boutique Network.
Quarterly campaign rollouts and signage standards across the North American boutique footprint. Three production partners, one register.
Retail SystemsMulti-Market
Rolex · Digital2022–25
Digital Brand Compliance.
Oversight of Rolex's digital presence across 320+ authorized jeweler websites — balancing global standards with local retail realities.
Visual GovernanceMulti-vendor
§ 02 — Practice
The discipline, in three altitudes.
A brand works when details are clear. Strategy lasts if systems spot problems, make correct actions easy under pressure, and allow quick, controlled choices. Build infrastructure, assign ownership, and set clear rules so vendors and local teams act confidently — following the brand, not improvising.
01 — Audit
Reading the system as it stands.
Where it works, where it drifts, where it fails at the edges. Documentation against reality.
02 — Architecture
A kit of parts, written down.
Type, color, grid, governance. The rules the system holds itself to — readable by anyone on the team.
03 Notes03 — Scale
Across markets, vendors, time.
Deployed and pressure-tested. If the system doesn't hold under real production conditions, it isn't the system.
Brands shaped.
Apple
RETAIL COMMUNICATION · 2017–19
Citi
Editorial · 2022
Rolex
RETAIL & BOUTIQUE SYSTEMS · 2019–25
Concept Studio
INDEPENDENT · 2024–PRESENT
Tudor
RETAIL & BOUTIQUE SYSTEMS · 2019–25
Available — Q3 2026
For senior briefs
§ 03 — In Practice With
2017 → 2026A practice, not a personality.
Eight years inside three of the most carefully governed brand systems in the world teach you what the discipline actually is — and where it breaks.
04
Identity systems & programmatic frameworks
Concept work for hospitality, beauty, jewellery, and cultural identity practices.
A senior practice in luxury brand systems, editorial direction, and visual governance — built across Apple Retail, Rolex Watch USA, and Tudor's North American boutique network. The work is the editorial infrastructure that protects how a brand looks at scale: documented standards, vendor governance, multi-market production, and the kind of operational precision that doesn't make press releases.
Concept work runs in parallel — hospitality, beauty, jewellery, cultural identity — to keep the editorial register sharp and the system thinking honest.
01
Luxury brand systems & editorial governance
Standards documentation, multi-market rollouts, vendor oversight, retail communications.
02
Editorial art direction & photography systems
Documentary standards for retail and product imagery — from brief through delivery.
03
OOH, print, and digital production at scale
Campaign adaptation, signage specification, file governance across regional teams.
§ 04 — About
Theo Thompson, New YorkValue Proposition
§ 05 — About
Pressure-Tested
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Systems built for the complexity of real execution, not just the elegance of a presentation deck.
Legacy-Grade Standard
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Trained on the exacting expectations of Apple, Rolex, and Citi. That standard travels to every engagement.
Strategy-Fluent
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Capable of working directly from brand strategy - translating positioning and values into visual architecture.
Operationally Sharp
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Vendor management, file governance, and production oversight handled with the same rigor as the creative work itself.
FEATURED PROJECTS
anchoring A NEW PERSPECTIVE FOR THE MODERN COASTAL MEMBERS CLUB.
A RADIANT VERNACULAR BRIDGING BOTANICAL WARMTH AND CLINICAL PRECISION.
REFRAMING INTIMACY THROUGH THE LENS OF ARCHITECTURAL PROPORTION.
FORM FOLLOWS FRAMEWORK
through BALANCED editorial logic.
a PROGRAMMED FRAMEWORK FOR CULTURAL EXHIBITIONS AND RESIDENCIEs.
SYSTEMATIZING MYSTICISM THROUGH the lunation LOGIC OF candle wax.
Let’s talk about success
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Let’s talk about the process
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Let’s talk about design
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Let’s talk about strategy
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Let’s talk about strategy
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Let’s talk about best practices
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Let’s talk about success * Let’s talk about the process * Let’s talk about design * Let’s talk about strategy * Let’s talk about strategy * Let’s talk about best practices *
To get a quote or book a consultation, please fill in your contact details and we will get back to you.
To book a 30 minute session, book here:
A practice,
not a personality.
Eight years inside three of the most carefully governed brand systems in the world teach you what the discipline actually is — and where it breaks.
