Luxury in every detail.
FLAT 6 CONCEPTS is a Los Angeles luxury branding agency specializing in brand strategy, visual identity, website design, packaging design, and creative direction. Founded in 2008, we create sophisticated, thoughtfully considered brand experiences for discerning clients throughout the United States and internationally.
We work with emerging and established businesses across luxury real estate, hospitality, fashion, interior design, beauty, travel, and lifestyle. Through strategic thinking and refined design, we help brands establish a distinctive identity, communicate their value, and connect meaningfully with their audiences.
Our capabilities include brand strategy, naming, logo and visual identity design, luxury packaging, website design and development, marketing collateral, and ongoing creative direction. Every element is approached with clarity, restraint, and meticulous attention to detail.
We partner with design-centric companies that value simplicity, craftsmanship, and timeless design. Whether launching a new brand, refining an existing identity, or creating a more cohesive digital presence, our goal is to build brands that feel relevant today and enduring tomorrow.
Explore our portfolio and discover what thoughtful design can do for your brand. You can also hear directly from the clients who have trusted FLAT 6 CONCEPTS to bring their vision to life.
Our Services
Branding
Naming
Brand Narrative
Identity Systems
Art Direction
Illustration
Print Design
Packaging
Collateral Systems
Menu Design
Editorial
Environmental
Signage + Wayfinding
Wallpaper+ Murals
Apparel + Merchandise
Uniforms
Digital
Web Design
E-Commerce
Content Creation
Social Media
FAQ
About our services
What is a luxury branding agency?
A luxury branding agency develops the strategy, identity, messaging, and visual experience that distinguish a premium brand. Unlike traditional branding, luxury branding places greater emphasis on perception, emotional connection, craftsmanship, exclusivity, and consistency. Every element, from the logo and website to packaging and marketing materials, must communicate quality and lasting value.
What services does FLAT 6 CONCEPTS provide?
FLAT 6 CONCEPTS provides luxury brand strategy, naming, brand positioning, logo and visual identity design, website design and development, packaging design, print collateral, advertising, environmental graphics, content creation, digital marketing, SEO, and ongoing creative direction. Each engagement is customized around the client’s objectives, audience, and stage of growth.
What industries does FLAT 6 CONCEPTS specialize in?
We specialize in branding for luxury real estate, interior design, architecture, Hospitality, fashion, beauty, wellness, travel, yachting, private aviation, wine and spirits, professional services, and lifestyle brands. We also work with design-centric businesses in related industries where sophisticated positioning and presentation are essential.
Is FLAT 6 CONCEPTS based in Los Angeles?
Yes. FLAT 6 CONCEPTS is a luxury branding agency based in Los Angeles, California. Founded in 2008, we work with clients throughout the United States and internationally through a collaborative in-person and remote design process.
What is included in a complete luxury brand identity?
A complete luxury brand identity may include brand strategy, positioning, naming, logo design, typography, color palette, visual language, brand voice, art direction, stationery, marketing materials, and brand guidelines. The final scope is tailored to ensure that every customer touchpoint presents a consistent and recognizable brand experience.
Does FLAT 6 CONCEPTS design and develop luxury websites?
Yes. We design and develop sophisticated, responsive websites for luxury and design-centric brands. Our website services can include digital strategy, sitemap planning, user experience, interface design, copy direction, development, e-commerce, search optimization, and launch support. Each website is designed to balance visual distinction with intuitive functionality.
Does FLAT 6 CONCEPTS provide luxury packaging design?
Yes. We create luxury packaging and label systems for fashion, beauty, wellness, food, wine, spirits, and lifestyle products. Our services may include packaging strategy, structural and material direction, label design, typography, finishes, production guidance, and cohesive packaging systems for multiple products.
Do you work with startups or only established luxury brands?
We work with both emerging luxury brands and established companies looking to elevate their positioning. Whether you're launching a premium product or repositioning an existing brand for the luxury market, we tailor our approach to your specific needs and growth stage.
Process & Timeline
What is the FLAT 6 CONCEPTS branding process?
Our process begins with discovery and research to understand the business, audience, market, objectives, and competitive environment. We then develop the strategic direction, creative concepts, design system, and final applications. Throughout the engagement, we work closely with the client to ensure the final brand is distinctive, relevant, and aligned with its long-term vision.
How long does a typical luxury branding project take?
A focused brand identity project generally takes several weeks, while a comprehensive branding, packaging, and website engagement may require several months. The exact timeline depends on the scope, complexity, number of deliverables, and client feedback schedule. Every proposal includes a clearly defined process and anticipated project timeline.
How many concepts does FLAT 6 CONCEPTS present?
We typically present 5-7 carefully developed strategic concepts rather than numerous options. Each concept is fully thought through and represents a different strategic direction for your brand.
Investment & Value
What is your typical project investment range?
Our projects typically start at $7,500+ obviously, depending on scope, timeline, and deliverables. We provide detailed proposals outlining all costs upfront.
Why is luxury branding more expensive than regular design work?
Luxury branding requires specialized expertise, extensive research, premium materials for physical applications, and meticulous attention to detail. The investment reflects the strategic depth and craftsmanship required to compete in the luxury market.
What's included in the final deliverables?
You'll receive comprehensive brand guidelines, logo files in all necessary formats, color palettes, typography selections, brand voice guidelines, application examples, and typically 6-12 months of support for implementation questions.
Working together
Do you work with international clients?
Yes, we are based in Los Angeles and we work with luxury brands globally. We're experienced in conducting projects remotely and can accommodate different time zones and cultural considerations in our brand development.
What level of involvement do you expect from us?
We require active participation from key stakeholders during the discovery and feedback phases. Your insights about your market, customers, and vision are essential to creating an authentic luxury brand.
Can you work with our existing team or other agencies?
Absolutely. We often collaborate with marketing teams, PR agencies, web developers, and other specialists to ensure seamless brand implementation across all channels.
Results & Success
How do you measure the success of a luxury branding project? Success in luxury branding is measured through brand perception, market positioning, customer engagement, and ultimately business performance. We track both qualitative feedback and quantitative metrics when possible.
Do you provide ongoing support after the project launches?
Yes, we offer retainer-based ongoing support for brand management, seasonal updates, new product launches, and expansion into new markets or channels.
Can you share examples of your work?
We maintain a curated portfolio of our luxury branding work. You can view a sample of our work on this website. Due to confidentiality agreements with some clients, we can share additional case studies and results during our initial consultation.
What makes FLAT 6 CONCEPTS different from other branding agencies?
FLAT 6 CONCEPTS focuses on sophisticated, design-led branding defined by simplicity, balance, proportion, and clarity. Since 2008, we have combined strategic thinking with meticulous creative execution to build cohesive brand experiences. We believe luxury does not need to be loud, it should feel intentional, distinctive, and enduring.
Getting Started
What information do you need to provide a proposal?
We'll need to understand your business goals, target market, competitive landscape, timeline, and budget parameters. A brief conversation helps us determine if we're the right fit for your project.
How do we begin working together?
We start with a complimentary consultation to discuss your needs and vision. If we're aligned, we'll provide a detailed proposal. Projects begin with a signed agreement and initial investment.
What if we're not satisfied with the direction?
We include revision rounds in our process and maintain open communication throughout. Our goal is your complete satisfaction with the strategic direction and creative execution. We address concerns immediately and work collaboratively to find solutions.
Our Process
Starting a new project is always fun and exciting for us! In branding and most design, our job as designers is to gather all pertinent information about a client, simplify that information, amplify it and unify it by narrowing the focus of the message. We achieve that by following a simple five step process.
In the discovery phase we delve into our client's industry, conduct market research, interview key management, evaluate existing brands and clarify vision, strategies, goals and values.
We then focus on a brand strategy, develop a positioning, create a naming strategy and develop a creative brief that will allow us to understand the client’s expectations and requirements.
Discovery and strategy lead us to our favorite creative phase. Here we begin exploring type, color, applications and completing the brand architecture.
Once we finalize the design, we develop look and feel and prioritize design applications. At this point we would also initiate trademark protection if necessary.
Finally our brand / design is ready to launch! By building a synergy around the new design and developing brand guidelines and standards, the design components known as assets, are ready to be unveiled.
RESPONSIBLE AI USAGE: We may use AI tools to support research, ideation, and production efficiency; however, all final creative and strategic decisions are made by humans.AI is not used to generate or replace final deliverables, but rather to enhance accuracy, speed, and creativity within the project workflow.
Senior Design Team
Christos Joannides is a Cypriot-born American creative director and the founder of FLAT 6 CONCEPTS, a Los Angeles luxury branding agency established in 2008. Working with emerging and established brands across the United States and internationally, he specializes in luxury brand strategy, visual identity, website design, packaging, and creative direction.
Born to an architect father and a stylish mother, Christos developed an early appreciation for refined, uncluttered design. That perspective continues to shape his creative philosophy and is reflected throughout his work: sophisticated, purposeful, and fastidious in its attention to detail.
Christos studied at Pepperdine University and is fluent in Greek and English. His Cypriot heritage and appreciation for the art, architecture, and philosophy of Ancient Greece and Italy remain enduring influences. He is equally inspired by the elegance of French design and the sincerity, restraint, and craftsmanship of Japanese minimalism.
Travel is an important source of creative inspiration. His favorite city is his hometown of Los Angeles, followed closely by Tokyo. He is drawn to beautifully made, bespoke objects and is an avid admirer of British, Italian, and German sports cars and convertibles from the 1950s, ’60s, and ’70s—particularly those with classic round headlights.
His artistic influences include Pablo Picasso, Mark Rothko, Rembrandt, Jackson Pollock, Ellsworth Kelly, Richard Serra, and Andy Warhol, as well as photographers Peter Lindbergh and Helmut Newton. He admires the work of furniture designers Charles and Ray Eames and shares Dieter Rams’s belief in honest, purposeful design. The work of Jony Ive and Steve Jobs has also informed his appreciation for simplicity, clarity, and intuitive experiences.
Christos draws continued inspiration from graphic design visionaries Massimo Vignelli, Chermayeff & Geismar, Milton Glaser, Paul Rand, and Otl Aicher. Their commitment to disciplined, enduring visual communication closely aligns with his belief that the most effective design is often the most considered and restrained.
Through his writing, Christos shares his perspective on luxury branding, design, creativity, and culture. He has also been invited to contribute his expert opinion to Luxury Daily, the New York–based luxury business publication, offering insight on branding, design, and the evolving luxury marketplace.
Christos Joannides
Founder & Creative Director
Sal Camacho was born in the small town of Santa Teresa in Guerrerro, Mexico. He’s been living in Los Angeles since the age of five. He studied at the Art Center College of Design in Pasadena, California and graduated with a Bachelor of Fine Arts in Graphic Design. While at Art Center, he took great interest in type design and studied under Lea Hoffmitz, Swiss typographer, and great type designer Doyald Young. He enjoys traveling and experiencing new cultures. He likes simplicity and enjoys tranquil spaces. He is inspired by Massimo Vignelli, Saul Bass, Issey Miyake and Jan Tschichold, chief propagandist for the New Typography.
Sal Camacho
Senior Designer
Press
Neza was born in Slovenia and brings her unique perspective of minimalism, with a crisp and elegant perspective to her work. She brings an uncompromising detailed approach to all her work. Her experience is is deep and varied with stints in Amsterdam, Paris, New York City and her home country of Slovenia. She is an avid reader, world traveler and she will never been seen without a camera in hand.
Neza Bricelj
Art Director Social Media
