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Sophie Maxwell

For the past twelve years, Sophie has been using her eye for detail to scrutinize the visual identities of multi-national companies in every category, from finance and telecoms to personal care, beverages and luxury brands. Now, as Head of Creative Insight at Pearlfisher, she is present throughout the creative process, evaluating clientsʼ brands by identifying the value of their past and the opportunities of their future, helping us to rebuild them into stronger, more meaningful, future-proofed versions of themselves.

<img src="https://luxurysociety.com/wp-content/uploads/2023/12/SophieMaxwellProfilePicture.jpeg" alt="Author Image">

Sophie

Maxwell

Insight Director, Pearlfisher

For the past twelve years, Sophie has been using her eye for detail to scrutinize the visual identities of multi-national companies in every category, from finance and telecoms to personal care, beverages and luxury brands. Now, as Head of Creative Insight at Pearlfisher, she is present throughout the creative process, evaluating clientsʼ brands by identifying the value of their past and the opportunities of their future, helping us to rebuild them into stronger, more meaningful, future-proofed versions of themselves.

Latest articles from

Sophie

Sold Out vs. Selling out: The Shiny Allure Of Limited Edition And How To Get It Right

Sophie Maxwell, Futures Director at Pearlfisher, investigates the role of the “limited edition” in today’s beauty industry.

The New Luxury Muse: The Diverse & The Inspirational

Sophie Maxwell, Futures Director at Pearlfisher, investigates how the muse is playing an integral part in directing the future fortunes of luxury brands

How Premiumisation Has Made The Impossible Dream of Luxury Possible

Sophie Maxwell, Insight Director at Pearlfisher, explains how a ‘mass’ desire for ‘premiumised’ products is creating a bridge between the standards of the luxury world and the mass market

The Beauty Buzz: Is Luxury Making-Up Its Future?

Sophie Maxwell, Insight Director at Pearlfisher, explores the desire for luxury cosmetics and the role beauty will play in the future evolution of the luxury landscape

A New Space-ial Awareness: The Next Challenge for Luxury?

Sophie Maxwell, Insight Director at Pearlfisher, wonders if big will always be beautiful when it comes to the idea of luxury space

The Future of Luxury in the East-West Union

Sophie Maxwell, Insight Director at Pearlfisher, reveals how emerging markets are creating demands for new ways to express cultural convergence in luxury branding

The Art of Luxury Brand Design: The Unsung Hero?

Sophie Maxwell, Insight Director at Pearlfisher, believes that powerful brand design expresses big ideas, builds meaningful connections and creates rich product associations

Has Luxury Brand Diversification Gone Too Far?

Sophie Maxwell, Insight Director at Pearlfisher, offers five key ideas in keeping luxury brands relevant as the high street rises to power

Curating the Ultimate Luxury Hotel Experience

Sophie Maxwell, Insight Director at Pearlfisher, investigates how the shift from owning luxury to experiencing luxury is impacting luxury hotels