Blancarte – California

It’s one thing to innovate against an identified consumer need; it’s another to touch a nerve that can, literally, turn brand into hero. Which brings us to the subject of fashion-centric-purse-carrying women who not only insist on statement-making style, quality and, craftsmanship but demand true utility. Their biggest complaint: the black hole interior of their adored handbags flips the pleasure of drop-dead cool into the pain of endless key- and compact-searching frustration. All of which served as the inspiration for the startup roadmap and creative package EMPATH developed for a new company we named “Blancarte.” Combining a detail-rich, Latin contemporary design vibe with a novel internal illumination system, the company and its products were positioned to support and elevate the buyer’s personal brand. And that, as every fashionista can tell you, is a must.

“Can a purse elevate happiness with elegance, warm light and innovation? Absolutely.”


Developed a business strategy and designed a sophisticated luxury brand identity for a start-up focused on contemporary handbag design and technology innovation.

  • Brand Empathics Investigation—understanding the mindset of high-end buyers, relevant fashion trends, and applicable technologies.
  • Brand Consulting and Roadmapping—providing ownership with a comprehensive and actionable plan that articulated overall strategy, brand story, product development guidelines, creative strategy, launch tactics, and ongoing market initiatives.
  • Creative direction, art direction, copywriting, photography supervision, product visualization.

Uncover your brand innovation

The marketing world is rich in data, analytics, and technology. But to get the real benefit of that wealth of information, you need something entirely human—that rare quality called empathy. Because the real goal isn’t just to see your brand, marketing, and operational opportunities. It’s feeling the full scope of what’s possible. Ready for EMPATH?

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