Most brand strategy is corporate fiction. Mission statements no one reads. Values that mean nothing. Positioning frameworks that sit in a drawer. We do something different. We build brands from the inside of a culture — its legends, language, rituals, obsessions, sacred objects. The things people actually care about. The result is brands that people believe in, spend money on, and tattoo on their bodies.

Scheÿbeler is the consulting practice of Luke Scheybeler, co-founder of Rapha, Tracksmith and September. Work covers brand strategy, creative direction, product design, retail, digital and communications across sport, luxury, fashion, finance and pharma. We work with a network of creative specialists, ethnographic researchers, operations experts, investors, technologists, talent acquisition and business consulting. Consulting clients have included LVMH, Pictet, Belstaff, Chantelle, Brooks England, Specialized and Rimowa. Based in Spain.