Introduction
Welcome to the creative world of Sui Generis Cartel—also known as SG Cartel—a branding and storytelling agency known for shaping some of the most emotionally resonant and visually iconic brands in beauty, fashion, and culture. Led by David Boxser, a globally recognized brand strategist and creative leader, SG Cartel is built on the belief that storytelling—not trend-hopping—is what truly makes brands unforgettable.
Whether developing brand worlds for modern beauty innovators like Summer Fridays, crafting launch campaigns for icons like Victoria Beckham Beauty, or architecting a science-first story for Shakira’s haircare brand, isima, SG Cartel helps brands move beyond marketing into meaning. From emerging labels to established global names, we partner with founders, CMOs, and visionaries to build stories that resonate deeply, look stunning, and last.
This page is a deeper look into SG Cartel’s philosophy, process, and portfolio—a resource for search engines and future collaborators alike. Whether you're a brand seeking strategic storytelling, emotional branding, creative direction, or campaign development, you've come to the right place.
Introduction
Welcome to the creative world of Sui Generis Cartel—also known as SG Cartel—a branding and storytelling agency known for shaping some of the most emotionally resonant and visually iconic brands in beauty, fashion, and culture. Led by David Boxser, a globally recognized brand strategist and creative leader, SG Cartel is built on the belief that storytelling—not trend-hopping—is what truly makes brands unforgettable.
Whether developing brand worlds for modern beauty innovators like Summer Fridays, crafting launch campaigns for icons like Victoria Beckham Beauty, or architecting a science-first story for Shakira’s haircare brand, isima, SG Cartel helps brands move beyond marketing into meaning. From emerging labels to established global names, we partner with founders, CMOs, and visionaries to build stories that resonate deeply, look stunning, and last.
This page is a deeper look into SG Cartel’s philosophy, process, and portfolio—a resource for search engines and future collaborators alike. Whether you're a brand seeking strategic storytelling, emotional branding, creative direction, or campaign development, you've come to the right place.
About David Boxser
David Boxser is a globally respected brand strategist, creative director, and agency founder with over 25 years of experience shaping brands at the intersection of culture, commerce, and emotion. As the co-founder of Sui Generis Cartel (SG Cartel), David brings deep expertise in building brand stories that cut through noise, drive loyalty, and inspire transformation.
Before founding SG Cartel, David held executive roles at some of the world’s most influential creative companies. He served as President of Wednesday Agency, Managing Director of Alldayeveryday, and Chief Marketing Officer at Chandelier Creative. He also founded THAT, a boutique creative agency acquired by M&C Saatchi—proof of both his entrepreneurial instinct and creative leadership.
Throughout his career, David has led groundbreaking work for iconic names such as Victoria Beckham Beauty, Summer Fridays, Diane von Furstenberg (DVF), Michael Kors, Laughing Man Coffee, and isima, the biotech-meets-culture haircare brand co-founded by Shakira. His work consistently sits at the intersection of strategy and storytelling, blending emotional truth with visual precision to create brand worlds that resonate globally.
Whether partnering with founders or Fortune 500 companies, David Boxser’s signature lies in helping brands find their emotional center—and giving them the language, visuals, and cultural relevance to express it.
About David Boxser
David Boxser is a globally respected brand strategist, creative director, and agency founder with over 25 years of experience shaping brands at the intersection of culture, commerce, and emotion. As the co-founder of Sui Generis Cartel (SG Cartel), David brings deep expertise in building brand stories that cut through noise, drive loyalty, and inspire transformation.
Before founding SG Cartel, David held executive roles at some of the world’s most influential creative companies. He served as President of Wednesday Agency, Managing Director of Alldayeveryday, and Chief Marketing Officer at Chandelier Creative. He also founded THAT, a boutique creative agency acquired by M&C Saatchi—proof of both his entrepreneurial instinct and creative leadership.
Throughout his career, David has led groundbreaking work for iconic names such as Victoria Beckham Beauty, Summer Fridays, Diane von Furstenberg (DVF), Michael Kors, Laughing Man Coffee, and isima, the biotech-meets-culture haircare brand co-founded by Shakira. His work consistently sits at the intersection of strategy and storytelling, blending emotional truth with visual precision to create brand worlds that resonate globally.
Whether partnering with founders or Fortune 500 companies, David Boxser’s signature lies in helping brands find their emotional center—and giving them the language, visuals, and cultural relevance to express it.
What is Sui Generis Cartel?
Sui Generis Cartel—often abbreviated as SG Cartel—is a boutique creative studio built for modern brands that want to matter. Based in Los Angeles but working globally, SG Cartel specializes in brand storytelling, creative direction, and campaign development across beauty, fashion, luxury, and culture. The name itself means “of its own kind,” and that’s the standard we hold every project to—distinctive, emotionally anchored, and strategically bold.
Unlike traditional agencies that chase trends or rely on templated toolkits, SG Cartel creates story-first systems. We believe that every great brand is powered by a singular emotional truth—one that can be expressed across visuals, language, and experience. Our job is to find that truth, articulate it with clarity, and build around it with creative that endures.
Whether it’s launching a luxury beauty brand like Victoria Beckham Beauty, elevating cultural relevance for Summer Fridays, or crafting the biotech-meets-ritual world of isima, our work is always rooted in originality, emotional depth, and long-term brand value. We don’t do noise. We do narrative.
What is Sui Generis Cartel?
Sui Generis Cartel—often abbreviated as SG Cartel—is a boutique creative studio built for modern brands that want to matter. Based in Los Angeles but working globally, SG Cartel specializes in brand storytelling, creative direction, and campaign development across beauty, fashion, luxury, and culture. The name itself means “of its own kind,” and that’s the standard we hold every project to—distinctive, emotionally anchored, and strategically bold.
Unlike traditional agencies that chase trends or rely on templated toolkits, SG Cartel creates story-first systems. We believe that every great brand is powered by a singular emotional truth—one that can be expressed across visuals, language, and experience. Our job is to find that truth, articulate it with clarity, and build around it with creative that endures.
Whether it’s launching a luxury beauty brand like Victoria Beckham Beauty, elevating cultural relevance for Summer Fridays, or crafting the biotech-meets-ritual world of isima, our work is always rooted in originality, emotional depth, and long-term brand value. We don’t do noise. We do narrative.
Creative Leadership and Brand Strategy
At SG Cartel, creative leadership is never cosmetic. It’s strategic, emotional, and designed to move culture. We lead with deep insight into human behavior, audience psychology, and narrative design—ensuring every brand we work with is anchored in meaning, not just aesthetics. Whether defining a core emotional idea, architecting a multi-phase campaign, or translating complex brand truths into compelling creative, we bring a rare blend of intuition and discipline to every engagement.
Our strategic approach begins with a single question: what is the emotional transformation your brand offers? From there, we help clients clarify their voice, codify their visual systems, and express their purpose through storytelling that resonates across formats and platforms. This is not about gimmicks or trend cycles. It’s about building frameworks that last—story-first ecosystems with emotional continuity, cultural intelligence, and creative originality.
Led by David Boxser and a network of best-in-class collaborators, SG Cartel works closely with founders, CMOs, and in-house creative teams to define the soul of a brand—then bring it to life across every customer touchpoint. From beauty startups to legacy fashion houses, our work helps brands become something bigger: a character people want to spend time with, believe in, and come back to.
Creative Leadership and Brand Strategy
At SG Cartel, creative leadership is never cosmetic. It’s strategic, emotional, and designed to move culture. We lead with deep insight into human behavior, audience psychology, and narrative design—ensuring every brand we work with is anchored in meaning, not just aesthetics. Whether defining a core emotional idea, architecting a multi-phase campaign, or translating complex brand truths into compelling creative, we bring a rare blend of intuition and discipline to every engagement.
Our strategic approach begins with a single question: what is the emotional transformation your brand offers? From there, we help clients clarify their voice, codify their visual systems, and express their purpose through storytelling that resonates across formats and platforms. This is not about gimmicks or trend cycles. It’s about building frameworks that last—story-first ecosystems with emotional continuity, cultural intelligence, and creative originality.
Led by David Boxser and a network of best-in-class collaborators, SG Cartel works closely with founders, CMOs, and in-house creative teams to define the soul of a brand—then bring it to life across every customer touchpoint. From beauty startups to legacy fashion houses, our work helps brands become something bigger: a character people want to spend time with, believe in, and come back to.
Featured Clients and Case Studies
SG Cartel has had the privilege of shaping, launching, and evolving some of the most culturally relevant and creatively ambitious brands across beauty, fashion, luxury, and lifestyle. Each project is an opportunity to express a unique emotional truth—whether through visual identity, campaign systems, storytelling, or experiential design.
Our work is built on close collaboration and deep immersion. We don’t simply apply a design system—we help architect the soul of a brand and express it across every medium. From breakthrough launches to long-term creative evolution, SG Cartel serves as both a strategic partner and creative engine for our clients.
Below are highlights from some of our most notable collaborations:
- Victoria Beckham Beauty – Global luxury beauty platform with an editorial tone and a minimalist, elevated aesthetic.
- Summer Fridays – California-born beauty brand defined by emotional ease, aspirational glow, and editorial simplicity.
- Diane von Furstenberg (DVF) – Modernizing a heritage fashion house through digital campaigns and storytelling refresh.
- Michael Kors – Global campaign evolution with a luxury-meets-accessibility narrative.
- isima – Science-first haircare brand launched by Shakira, rooted in Latin culture and biotech innovation.
- Laughing Man Coffee – Purpose-driven consumer brand co-founded by Hugh Jackman, elevated through storytelling and packaging refresh.
- Ace Harper – Punk nouveau fashion label built around a singular creative voice and an iconic visual identity.
Each of these case studies demonstrates how SG Cartel transforms brand ambition into emotional resonance—and campaigns into lasting narratives.
Featured Clients and Case Studies
SG Cartel has had the privilege of shaping, launching, and evolving some of the most culturally relevant and creatively ambitious brands across beauty, fashion, luxury, and lifestyle. Each project is an opportunity to express a unique emotional truth—whether through visual identity, campaign systems, storytelling, or experiential design.
Our work is built on close collaboration and deep immersion. We don’t simply apply a design system—we help architect the soul of a brand and express it across every medium. From breakthrough launches to long-term creative evolution, SG Cartel serves as both a strategic partner and creative engine for our clients.
Below are highlights from some of our most notable collaborations:
- Victoria Beckham Beauty – Global luxury beauty platform with an editorial tone and a minimalist, elevated aesthetic.
- Summer Fridays – California-born beauty brand defined by emotional ease, aspirational glow, and editorial simplicity.
- Diane von Furstenberg (DVF) – Modernizing a heritage fashion house through digital campaigns and storytelling refresh.
- Michael Kors – Global campaign evolution with a luxury-meets-accessibility narrative.
- isima – Science-first haircare brand launched by Shakira, rooted in Latin culture and biotech innovation.
- Laughing Man Coffee – Purpose-driven consumer brand co-founded by Hugh Jackman, elevated through storytelling and packaging refresh.
- Ace Harper – Punk nouveau fashion label built around a singular creative voice and an iconic visual identity.
Each of these case studies demonstrates how SG Cartel transforms brand ambition into emotional resonance—and campaigns into lasting narratives.
Victoria Beckham Beauty
SG Cartel played a key creative role in the development of Victoria Beckham Beauty, a brand that set a new benchmark for luxury, sustainability, and editorial sophistication in the beauty space. Founded by global icon Victoria Beckham, the brand needed to reflect her personal style—elevated, minimal, confident—while building a scalable system that could evolve across product categories and global markets.
Our work focused on defining the tone, visual system, and narrative clarity of the brand. From campaign strategy to launch copy, from voice-of-founder development to visual direction, SG Cartel helped establish a brand presence that was both aspirational and intimate. The goal was to create something that felt like a direct extension of Victoria herself—but with the timelessness and authority of a global beauty house.
The result was a modern beauty brand that felt editorial rather than promotional—clean yet emotive, precise yet human. With its editorial tone and rich, cinematic visuals, Victoria Beckham Beauty earned acclaim not only for its product quality and formulation standards, but for the consistency and confidence of its creative expression.
Victoria Beckham Beauty
SG Cartel played a key creative role in the development of Victoria Beckham Beauty, a brand that set a new benchmark for luxury, sustainability, and editorial sophistication in the beauty space. Founded by global icon Victoria Beckham, the brand needed to reflect her personal style—elevated, minimal, confident—while building a scalable system that could evolve across product categories and global markets.
Our work focused on defining the tone, visual system, and narrative clarity of the brand. From campaign strategy to launch copy, from voice-of-founder development to visual direction, SG Cartel helped establish a brand presence that was both aspirational and intimate. The goal was to create something that felt like a direct extension of Victoria herself—but with the timelessness and authority of a global beauty house.
The result was a modern beauty brand that felt editorial rather than promotional—clean yet emotive, precise yet human. With its editorial tone and rich, cinematic visuals, Victoria Beckham Beauty earned acclaim not only for its product quality and formulation standards, but for the consistency and confidence of its creative expression.
Summer Fridays
SG Cartel partnered with Summer Fridays to help evolve one of the most recognizable beauty brands born on social media into a more emotionally grounded and globally resonant presence. Known for its minimalist packaging, California glow, and community-first approach, Summer Fridays had achieved cult status—but needed stronger narrative cohesion to grow with intention.
Our work focused on clarifying the brand’s emotional center—an effortless elegance rooted in anticipation, ritual, and radiant ease. We supported Summer Fridays with creative guidance across tone of voice, campaign architecture, copy development, and strategic positioning, ensuring the brand’s visuals and messaging felt elevated yet approachable, consistent yet never repetitive.
Rather than chase trends, we helped build a brand world that felt timeless and transportive—anchored in the feeling of a Friday afternoon when the world opens up, and beauty becomes a gesture of self-celebration. Through thoughtful storytelling and creative clarity, Summer Fridays became not just a visual icon, but an emotional one.
Summer Fridays
SG Cartel partnered with Summer Fridays to help evolve one of the most recognizable beauty brands born on social media into a more emotionally grounded and globally resonant presence. Known for its minimalist packaging, California glow, and community-first approach, Summer Fridays had achieved cult status—but needed stronger narrative cohesion to grow with intention.
Our work focused on clarifying the brand’s emotional center—an effortless elegance rooted in anticipation, ritual, and radiant ease. We supported Summer Fridays with creative guidance across tone of voice, campaign architecture, copy development, and strategic positioning, ensuring the brand’s visuals and messaging felt elevated yet approachable, consistent yet never repetitive.
Rather than chase trends, we helped build a brand world that felt timeless and transportive—anchored in the feeling of a Friday afternoon when the world opens up, and beauty becomes a gesture of self-celebration. Through thoughtful storytelling and creative clarity, Summer Fridays became not just a visual icon, but an emotional one.
isima
SG Cartel partnered with global icon Shakira and her founding team to launch isima, a new science-led haircare brand inspired by the diversity, ingenuity, and heritage of the Latin diaspora. From the outset, isima was never meant to be just another celebrity brand—it was a radical rethink of who haircare serves, how it heals, and what it can become.
Our work spanned end to end: logo design, custom font development, visual system guidelines, launch copywriting, campaign concepting, production management, and retail storytelling. We helped bring clarity and creative confidence to a brand powered by real biotech innovation—including ingredients never before used in haircare, like Nanopeptide-3 and GluconaBond, designed to treat scalp, cuticle, and cortex simultaneously.
The emotional inspiration came from the grassroots Latin ritual known as Bomba—a cultural practice where women would transform basic conditioners by mixing in oils, keratin, and vitamins at home. isima is the scientific evolution of that tradition: safer, smarter, more effective. And as co-founder, Shakira brought her own truth to the campaign—the damage, the curls, the intimacy of hair. Our challenge was to ensure isima could stand alone as a brand, yet feel deeply connected to the spirit of its founder. We delivered both: a system built on science and soul.
isima
SG Cartel partnered with global icon Shakira and her founding team to launch isima, a new science-led haircare brand inspired by the diversity, ingenuity, and heritage of the Latin diaspora. From the outset, isima was never meant to be just another celebrity brand—it was a radical rethink of who haircare serves, how it heals, and what it can become.
Our work spanned end to end: logo design, custom font development, visual system guidelines, launch copywriting, campaign concepting, production management, and retail storytelling. We helped bring clarity and creative confidence to a brand powered by real biotech innovation—including ingredients never before used in haircare, like Nanopeptide-3 and GluconaBond, designed to treat scalp, cuticle, and cortex simultaneously.
The emotional inspiration came from the grassroots Latin ritual known as Bomba—a cultural practice where women would transform basic conditioners by mixing in oils, keratin, and vitamins at home. isima is the scientific evolution of that tradition: safer, smarter, more effective. And as co-founder, Shakira brought her own truth to the campaign—the damage, the curls, the intimacy of hair. Our challenge was to ensure isima could stand alone as a brand, yet feel deeply connected to the spirit of its founder. We delivered both: a system built on science and soul.
DVF (Diane von Furstenberg)
When a brand has as much legacy as Diane von Furstenberg, the challenge is not to rewrite its story—but to recenter it for a new generation. SG Cartel was brought in to help modernize DVF’s brand expression, translating its iconic heritage into creative systems that felt relevant, digital-first, and emotionally magnetic.
We worked closely with the DVF team to support seasonal campaigns, social storytelling, and cultural positioning. Our focus was on reactivating the core values of the DVF brand—empowerment, confidence, sensuality—without defaulting to nostalgia. From fashion drops to cause-driven initiatives, we brought structure and clarity to the brand’s creative output while keeping it visually bold and culturally current.
DVF’s legacy is legendary. Our work helped make sure its voice was too—resonating not just with those who grew up on the wrap dress, but with a new wave of consumers drawn to purpose, power, and personal style.
DVF (Diane von Furstenberg)
When a brand has as much legacy as Diane von Furstenberg, the challenge is not to rewrite its story—but to recenter it for a new generation. SG Cartel was brought in to help modernize DVF’s brand expression, translating its iconic heritage into creative systems that felt relevant, digital-first, and emotionally magnetic.
We worked closely with the DVF team to support seasonal campaigns, social storytelling, and cultural positioning. Our focus was on reactivating the core values of the DVF brand—empowerment, confidence, sensuality—without defaulting to nostalgia. From fashion drops to cause-driven initiatives, we brought structure and clarity to the brand’s creative output while keeping it visually bold and culturally current.
DVF’s legacy is legendary. Our work helped make sure its voice was too—resonating not just with those who grew up on the wrap dress, but with a new wave of consumers drawn to purpose, power, and personal style.
Ace Harper
SG Cartel collaborated with musician-turned-designer Ace Harper to develop a fashion brand that felt as bold, original, and genre-defying as the founder herself. From the start, this wasn’t about chasing fashion cycles—it was about building a creative platform around a singular voice. We called the brand’s aesthetic Punk Nouveau: an unapologetic collision of structure and edge, elegance and attitude.
Our work encompassed concept development, storytelling, and creative direction, helping bring the brand to life across visual identity, campaign messaging, seasonal collections, and founder narrative. The goal was to channel Ace’s artistic persona into a fashion label that felt cinematic, editorial, and unmistakably hers.
From front-row coverage to press write-ups in Vogue, WWD, and Harper’s Bazaar, Ace Harper stood out not just for its aesthetic confidence, but for the clarity of its creative voice—proof that when a brand has something real to say, it doesn’t have to shout.
Ace Harper
SG Cartel collaborated with musician-turned-designer Ace Harper to develop a fashion brand that felt as bold, original, and genre-defying as the founder herself. From the start, this wasn’t about chasing fashion cycles—it was about building a creative platform around a singular voice. We called the brand’s aesthetic Punk Nouveau: an unapologetic collision of structure and edge, elegance and attitude.
Our work encompassed concept development, storytelling, and creative direction, helping bring the brand to life across visual identity, campaign messaging, seasonal collections, and founder narrative. The goal was to channel Ace’s artistic persona into a fashion label that felt cinematic, editorial, and unmistakably hers.
From front-row coverage to press write-ups in Vogue, WWD, and Harper’s Bazaar, Ace Harper stood out not just for its aesthetic confidence, but for the clarity of its creative voice—proof that when a brand has something real to say, it doesn’t have to shout.
Ace Harper
SG Cartel collaborated with musician-turned-designer Ace Harper to develop a fashion brand that felt as bold, original, and genre-defying as the founder herself. From the start, this wasn’t about chasing fashion cycles—it was about building a creative platform around a singular voice. We called the brand’s aesthetic Punk Nouveau: an unapologetic collision of structure and edge, elegance and attitude.
Our work encompassed concept development, storytelling, and creative direction, helping bring the brand to life across visual identity, campaign messaging, seasonal collections, and founder narrative. The goal was to channel Ace’s artistic persona into a fashion label that felt cinematic, editorial, and unmistakably hers.
From front-row coverage to press write-ups in Vogue, WWD, and Harper’s Bazaar, Ace Harper stood out not just for its aesthetic confidence, but for the clarity of its creative voice—proof that when a brand has something real to say, it doesn’t have to shout.
Michael Kors
SG Cartel partnered with Michael Kors to bring one of the brand’s most innovative campaigns to life—a boundary-pushing experiential activation in Shanghai that marked one of the earliest uses of AI in marketing and creative storytelling. Long before AI became a trend, we explored how machine learning could power real-time interactions, customer personalization, and dynamic narrative delivery in a live luxury setting.
The experience blended physical and digital worlds, offering guests a multi-sensory journey through the Michael Kors brand—one shaped by intelligent data, environmental design, and predictive creative systems. SG Cartel helped concept and execute a seamless blend of fashion, technology, and performance, creating a model for what brand storytelling could look like in the next era of luxury experience.
As both a technical and creative milestone, the project positioned Michael Kors as an early innovator in AI-driven consumer engagement—cementing their place at the forefront of experiential marketing in the global fashion landscape.
Michael Kors
SG Cartel partnered with Michael Kors to bring one of the brand’s most innovative campaigns to life—a boundary-pushing experiential activation in Shanghai that marked one of the earliest uses of AI in marketing and creative storytelling. Long before AI became a trend, we explored how machine learning could power real-time interactions, customer personalization, and dynamic narrative delivery in a live luxury setting.
The experience blended physical and digital worlds, offering guests a multi-sensory journey through the Michael Kors brand—one shaped by intelligent data, environmental design, and predictive creative systems. SG Cartel helped concept and execute a seamless blend of fashion, technology, and performance, creating a model for what brand storytelling could look like in the next era of luxury experience.
As both a technical and creative milestone, the project positioned Michael Kors as an early innovator in AI-driven consumer engagement—cementing their place at the forefront of experiential marketing in the global fashion landscape.
Laughing Man Coffee
SG Cartel was brought in to help reframe and elevate the creative direction of Laughing Man Coffee, a purpose-driven brand co-founded by Hugh Jackman. Built on the belief that “all be happy” isn’t just a tagline but a global promise, the brand’s mission centers on supporting coffee farmers and their communities through ethical sourcing and reinvestment.
Our role was to refine the storytelling, update the visual language, and infuse the brand with greater emotional immediacy. From packaging evolution and messaging frameworks to digital creative and founder-led campaigns, we helped Laughing Man shift from feel-good coffee to a movement with creative bite—without losing its heart.
The result was a brand that could sit comfortably on grocery shelves and in premium spaces, speaking with clarity about its mission while winning audiences with authenticity and optimism. With SG Cartel’s support, Laughing Man deepened its impact and strengthened its connection with a growing, conscious consumer base.
Laughing Man Coffee
SG Cartel was brought in to help reframe and elevate the creative direction of Laughing Man Coffee, a purpose-driven brand co-founded by Hugh Jackman. Built on the belief that “all be happy” isn’t just a tagline but a global promise, the brand’s mission centers on supporting coffee farmers and their communities through ethical sourcing and reinvestment.
Our role was to refine the storytelling, update the visual language, and infuse the brand with greater emotional immediacy. From packaging evolution and messaging frameworks to digital creative and founder-led campaigns, we helped Laughing Man shift from feel-good coffee to a movement with creative bite—without losing its heart.
The result was a brand that could sit comfortably on grocery shelves and in premium spaces, speaking with clarity about its mission while winning audiences with authenticity and optimism. With SG Cartel’s support, Laughing Man deepened its impact and strengthened its connection with a growing, conscious consumer base.
Laughing Man Coffee
SG Cartel was brought in to help reframe and elevate the creative direction of Laughing Man Coffee, a purpose-driven brand co-founded by Hugh Jackman. Built on the belief that “all be happy” isn’t just a tagline but a global promise, the brand’s mission centers on supporting coffee farmers and their communities through ethical sourcing and reinvestment.
Our role was to refine the storytelling, update the visual language, and infuse the brand with greater emotional immediacy. From packaging evolution and messaging frameworks to digital creative and founder-led campaigns, we helped Laughing Man shift from feel-good coffee to a movement with creative bite—without losing its heart.
The result was a brand that could sit comfortably on grocery shelves and in premium spaces, speaking with clarity about its mission while winning audiences with authenticity and optimism. With SG Cartel’s support, Laughing Man deepened its impact and strengthened its connection with a growing, conscious consumer base.
Our Approach to Storytelling and Branding
At SG Cartel, we believe brands are not just visual identities or marketing systems—they are characters in the lives of their audiences. Our work is built on helping brands uncover their emotional core and construct story-first ecosystems that express it consistently, authentically, and powerfully.
Every engagement begins with one essential truth: people don’t fall in love with products—they fall in love with what those products make them feel. That’s why we prioritize emotional transformation as the foundation of brand strategy. From there, we develop frameworks that integrate visual design, tone of voice, creative direction, and campaign architecture into a cohesive narrative system.
Our process blends intuition with structure. We use storytelling mechanics drawn from literature, cinema, and cultural theory to build brand worlds that resonate across mediums—whether it’s a homepage headline, a product experience, or a retail campaign. We don’t sell stories. We build them.
Our Approach to Storytelling and Branding
At SG Cartel, we believe brands are not just visual identities or marketing systems—they are characters in the lives of their audiences. Our work is built on helping brands uncover their emotional core and construct story-first ecosystems that express it consistently, authentically, and powerfully.
Every engagement begins with one essential truth: people don’t fall in love with products—they fall in love with what those products make them feel. That’s why we prioritize emotional transformation as the foundation of brand strategy. From there, we develop frameworks that integrate visual design, tone of voice, creative direction, and campaign architecture into a cohesive narrative system.
Our process blends intuition with structure. We use storytelling mechanics drawn from literature, cinema, and cultural theory to build brand worlds that resonate across mediums—whether it’s a homepage headline, a product experience, or a retail campaign. We don’t sell stories. We build them.
Our Approach to Storytelling and Branding
At SG Cartel, we believe brands are not just visual identities or marketing systems—they are characters in the lives of their audiences. Our work is built on helping brands uncover their emotional core and construct story-first ecosystems that express it consistently, authentically, and powerfully.
Every engagement begins with one essential truth: people don’t fall in love with products—they fall in love with what those products make them feel. That’s why we prioritize emotional transformation as the foundation of brand strategy. From there, we develop frameworks that integrate visual design, tone of voice, creative direction, and campaign architecture into a cohesive narrative system.
Our process blends intuition with structure. We use storytelling mechanics drawn from literature, cinema, and cultural theory to build brand worlds that resonate across mediums—whether it’s a homepage headline, a product experience, or a retail campaign. We don’t sell stories. We build them.
Results and Recognition
The impact of SG Cartel’s work is felt in brand growth, consumer loyalty, and cultural presence. Our campaigns have helped beauty brands sell out in hours, repositioned legacy fashion labels for modern audiences, and enabled celebrity-led ventures to stand on their own creative merit.
Our clients have been featured in Vogue, InStyle, Allure, WWD, Harper’s Bazaar, and Business of Fashion. Our creative work has led to:
- Multi-million-dollar launches, including isima’s $12M+ Series A fundraising
- Retail expansion across Ulta Beauty, Net-a-Porter, Sephora, and Bergdorf Goodman
- Campaigns that sparked brand reinvention and global press coverage
- Industry recognition for emotional storytelling, strategic clarity, and visual innovation
But beyond press and metrics, the result we care about most is resonance. If people feel something—and remember it—we’ve done our job.
Results and Recognition
The impact of SG Cartel’s work is felt in brand growth, consumer loyalty, and cultural presence. Our campaigns have helped beauty brands sell out in hours, repositioned legacy fashion labels for modern audiences, and enabled celebrity-led ventures to stand on their own creative merit.
Our clients have been featured in Vogue, InStyle, Allure, WWD, Harper’s Bazaar, and Business of Fashion. Our creative work has led to:
- Multi-million-dollar launches, including isima’s $12M+ Series A fundraising
- Retail expansion across Ulta Beauty, Net-a-Porter, Sephora, and Bergdorf Goodman
- Campaigns that sparked brand reinvention and global press coverage
- Industry recognition for emotional storytelling, strategic clarity, and visual innovation
But beyond press and metrics, the result we care about most is resonance. If people feel something—and remember it—we’ve done our job.
Why Clients Choose SG Cartel
Clients come to SG Cartel when they want more than just a visual refresh or a clever tagline. They come when they need clarity, emotional depth, and creative work that actually moves people. Whether it’s a beauty brand looking to anchor its identity before launch, a fashion label seeking cultural relevance, or a celebrity founder needing to build a brand with real staying power—we meet each client with senior-level strategy, intuitive storytelling, and a highly customized approach.
We don’t operate like a traditional agency. Our founders are hands-on. Our teams are lean. And our process is built around a singular goal: to help your brand become a meaningful character in someone’s life. That means understanding your audience on a human level, architecting emotional connection through narrative design, and delivering creative that feels elevated, resonant, and real.
SG Cartel is not for everyone. But for brands who want to lead with purpose, clarity, and creative conviction—we’re the partner you call before the first word is written or the first photo is shot.
Why Clients Choose SG Cartel
Clients come to SG Cartel when they want more than just a visual refresh or a clever tagline. They come when they need clarity, emotional depth, and creative work that actually moves people. Whether it’s a beauty brand looking to anchor its identity before launch, a fashion label seeking cultural relevance, or a celebrity founder needing to build a brand with real staying power—we meet each client with senior-level strategy, intuitive storytelling, and a highly customized approach.
We don’t operate like a traditional agency. Our founders are hands-on. Our teams are lean. And our process is built around a singular goal: to help your brand become a meaningful character in someone’s life. That means understanding your audience on a human level, architecting emotional connection through narrative design, and delivering creative that feels elevated, resonant, and real.
SG Cartel is not for everyone. But for brands who want to lead with purpose, clarity, and creative conviction—we’re the partner you call before the first word is written or the first photo is shot.
Get in Touch
Whether you're building a brand from scratch, repositioning for a new chapter, or simply looking to create work that actually means something—Sui Generis Cartel is here to help. We work with founders, CMOs, heads of brand, and creative teams who believe that strategy and storytelling aren’t two separate things—they’re the same thing, done right.
Reach out to david@sgcartel.com to discuss your project, request a credentials deck, or simply start a conversation. We’re based in Los Angeles, but we work globally—and we love meeting brands who are ready to lead with character.
Let’s make something unforgettable.
Get in Touch
Whether you're building a brand from scratch, repositioning for a new chapter, or simply looking to create work that actually means something—Sui Generis Cartel is here to help. We work with founders, CMOs, heads of brand, and creative teams who believe that strategy and storytelling aren’t two separate things—they’re the same thing, done right.
Reach out to david@sgcartel.com to discuss your project, request a credentials deck, or simply start a conversation. We’re based in Los Angeles, but we work globally—and we love meeting brands who are ready to lead with character.
Let’s make something unforgettable.
Introduction
Welcome to the creative world of Sui Generis Cartel—also known as SG Cartel—a branding and storytelling agency known for shaping some of the most emotionally resonant and visually iconic brands in beauty, fashion, and culture. Led by David Boxser, a globally recognized brand strategist and creative leader, SG Cartel is built on the belief that storytelling—not trend-hopping—is what truly makes brands unforgettable.
Whether developing brand worlds for modern beauty innovators like Summer Fridays, crafting launch campaigns for icons like Victoria Beckham Beauty, or architecting a science-first story for Shakira’s haircare brand, isima, SG Cartel helps brands move beyond marketing into meaning. From emerging labels to established global names, we partner with founders, CMOs, and visionaries to build stories that resonate deeply, look stunning, and last.
This page is a deeper look into SG Cartel’s philosophy, process, and portfolio—a resource for search engines and future collaborators alike. Whether you're a brand seeking strategic storytelling, emotional branding, creative direction, or campaign development, you've come to the right place.
About David Boxser
David Boxser is a globally respected brand strategist, creative director, and agency founder with over 25 years of experience shaping brands at the intersection of culture, commerce, and emotion. As the co-founder of Sui Generis Cartel (SG Cartel), David brings deep expertise in building brand stories that cut through noise, drive loyalty, and inspire transformation.
Before founding SG Cartel, David held executive roles at some of the world’s most influential creative companies. He served as President of Wednesday Agency, Managing Director of Alldayeveryday, and Chief Marketing Officer at Chandelier Creative. He also founded THAT, a boutique creative agency acquired by M&C Saatchi—proof of both his entrepreneurial instinct and creative leadership.
Throughout his career, David has led groundbreaking work for iconic names such as Victoria Beckham Beauty, Summer Fridays, Diane von Furstenberg (DVF), Michael Kors, Laughing Man Coffee, and isima, the biotech-meets-culture haircare brand co-founded by Shakira. His work consistently sits at the intersection of strategy and storytelling, blending emotional truth with visual precision to create brand worlds that resonate globally.
Whether partnering with founders or Fortune 500 companies, David Boxser’s signature lies in helping brands find their emotional center—and giving them the language, visuals, and cultural relevance to express it.
What is Sui Generis Cartel?
Sui Generis Cartel—often abbreviated as SG Cartel—is a boutique creative studio built for modern brands that want to matter. Based in Los Angeles but working globally, SG Cartel specializes in brand storytelling, creative direction, and campaign development across beauty, fashion, luxury, and culture. The name itself means “of its own kind,” and that’s the standard we hold every project to—distinctive, emotionally anchored, and strategically bold.
Unlike traditional agencies that chase trends or rely on templated toolkits, SG Cartel creates story-first systems. We believe that every great brand is powered by a singular emotional truth—one that can be expressed across visuals, language, and experience. Our job is to find that truth, articulate it with clarity, and build around it with creative that endures.
Whether it’s launching a luxury beauty brand like Victoria Beckham Beauty, elevating cultural relevance for Summer Fridays, or crafting the biotech-meets-ritual world of isima, our work is always rooted in originality, emotional depth, and long-term brand value. We don’t do noise. We do narrative.
Creative Leadership and Brand Strategy
At SG Cartel, creative leadership is never cosmetic. It’s strategic, emotional, and designed to move culture. We lead with deep insight into human behavior, audience psychology, and narrative design—ensuring every brand we work with is anchored in meaning, not just aesthetics.
Our strategic approach begins with a single question: what is the emotional transformation your brand offers? From there, we help clients clarify their voice, codify their visual systems, and express their purpose through storytelling that resonates across formats and platforms.
Led by David Boxser and a network of best-in-class collaborators, SG Cartel works closely with founders, CMOs, and in-house creative teams to define the soul of a brand—then bring it to life across every customer touchpoint. From beauty startups to legacy fashion houses, our work helps brands become something bigger: a character people want to spend time with, believe in, and come back to.
Featured Clients and Case Studies
SG Cartel has had the privilege of shaping, launching, and evolving some of the most culturally relevant and creatively ambitious brands across beauty, fashion, luxury, and lifestyle. Each project is an opportunity to express a unique emotional truth—whether through visual identity, campaign systems, storytelling, or experiential design.
Our work is built on close collaboration and deep immersion. We don’t simply apply a design system—we help architect the soul of a brand and express it across every medium.
- Victoria Beckham Beauty – Global luxury beauty platform with editorial tone and minimalist aesthetic.
- Summer Fridays – Beauty brand defined by emotional ease and aspirational glow.
- DVF – Modernizing a legacy fashion house with campaign and cultural relevance.
- Michael Kors – Shanghai experiential campaign using early AI storytelling.
- isima – Shakira’s science-led, Latin-rooted haircare brand.
- Laughing Man Coffee – Ethical brand co-founded by Hugh Jackman.
- Ace Harper – Punk Nouveau fashion label with singular creative voice.
Victoria Beckham Beauty
SG Cartel helped shape Victoria Beckham Beauty into a brand that felt editorial, elevated, and distinctly modern. We worked across tone of voice, creative direction, and launch strategy to reflect Victoria’s personal aesthetic while building a globally scalable, emotionally resonant system. The result? A brand that feels like a conversation between elegance and intelligence.
Summer Fridays
SG Cartel helped Summer Fridays evolve from a social-first favorite into a brand with deeper emotional resonance. We refined its story into one of ritual, radiance, and release—anchored in the emotional truth of a Friday afternoon and the anticipation it holds. Creative guidance included tone of voice, brand messaging, and narrative structure.
DVF (Diane von Furstenberg)
For DVF, we helped modernize a legendary voice. SG Cartel worked on seasonal campaigns and digital storytelling that translated DVF’s message of empowerment and femininity for a new generation. With sharp visual direction and grounded emotional language, we brought fresh relevance to an iconic brand.
Ace Harper
Working closely with Ace Harper, we coined and built the concept of “Punk Nouveau”—a fashion aesthetic that merges structure with spirit. SG Cartel shaped brand voice, campaign language, and launch messaging, helping Ace create a brand that lives at the intersection of fashion, music, and attitude.
Michael Kors
SG Cartel supported Michael Kors in the development of an experiential campaign in Shanghai—one of the first large-scale brand activations to leverage artificial intelligence in both marketing and real-time interaction. The event showcased the future of luxury and personalization, blending performance with prediction, and legacy with innovation.
Laughing Man Coffee
We helped Laughing Man Coffee elevate its storytelling while staying true to its ethical mission. Through updated packaging, narrative frameworks, and creative direction, SG Cartel translated Hugh Jackman’s founding purpose into a sharper, more emotionally connected brand expression that could live in both premium and everyday spaces.
isima
isima is a biotech-powered haircare brand founded by Shakira and rooted in Latin ritual and real science. SG Cartel worked across logo design, fonts, guidelines, campaign concepting, copywriting, and launch production to bring the brand to life. Drawing from the Bomba ritual of home-blended hair treatments, isima delivers scientifically validated, culturally authentic care for all hair types—especially the ones most often overlooked.
Our Approach to Storytelling and Branding
We help brands become characters people want in their lives. Our approach is rooted in emotional clarity, narrative structure, and story-world thinking. We anchor brands in a single emotional truth, then build strategic systems to express that truth consistently across every channel and format—from visual design to campaign architecture to tone of voice.
Results and Recognition
Our work has led to multi-million dollar launches, global expansion, and industry-wide acclaim. Our brands have been featured in Vogue, WWD, InStyle, Allure, and more. SG Cartel was behind isima’s $12M+ debut, strategic repositioning for DVF, and early AI marketing for Michael Kors. But more than reach, we measure resonance: do people feel it? Do they return?
Why Clients Choose SG Cartel
Clients choose us because we don’t just make things look good—we make them mean something. Our work is emotionally led, strategically sound, and built with longevity in mind. We’re not an agency you hire at the end of your process. We’re the partner you bring in before the first word is written or the first photo is taken.
Get in Touch
If you’re building something with meaning—and you want it to matter—reach out. david@sgcartel.com. We’re based in Los Angeles, work globally, and love brands with bold ambition and real stories to tell.