Clear thinking.
Distinctive brands.

Brand counsel for luxury, interiors, real estate, premium products and hospitality businesses, from the founder of FLAT 6 CONCEPTS.

Christos Joannides, Creative Director
Selected clients FOX MGM GRAND TEA FORTE IKONIC YACHTS MASERATI AERO VENTURES VIE DE MER THANOS HOTELS

Select Experience

Tea Forté Through a new photographic campaign for the Tea Forté catalog, I brought a more refined, editorial sensibility to the brand. My photography and art direction elevated the presentation of its teas and signature collections, transforming product imagery into an expression of ritual, beauty, and desire. The result was a more cohesive and luxurious visual narrative, reinforcing Tea Forté’s positioning at the pinnacle of the tea experience.
Will Letton We designed Will Letton’s new brand identity to position him with greater distinction in the luxury real estate market. Through a new logo, refined typography and a cohesive visual language, I gave his brand a more sophisticated presence that reflects the caliber of properties and clients he represents. The transformation brought clarity, confidence and consistency to his image, establishing a foundation for a recognizable luxury real estate brand.
Ikonic Yachts We redesigned IKONIC YACHTS’ brand identity to give the company a more distinctive and sophisticated presence in the luxury yacht market. The new visual language brought greater clarity, confidence, and cohesion to the brand, reflecting the caliber of its yachts and the expectations of its clientele. The result was an elevated identity that expressed the discretion, expertise, and personal service at the heart of the business.

In a brand world awash with clutter and chaos, Christos delivered elegant and seductive meaning.

Jane Whitman · Director of Marketing, Tea Forté

Ways to work together

Video or in person. Each engagement is direct with me, and implementation is scoped separately when needed.

Not ready for a full engagement?

Second Opinion

Made a logo, website, or brand strategy with AI, and not sure it’s right? Send me the work. I’ll tell you honestly what’s working, what isn’t, and what to do next, with no ongoing commitment.

Turnaround
2 days
Investment
$1,500
Ask for a second opinion

Where I help

Brand strategy

Audits, positioning, messaging, naming direction, and launch planning.

Websites and e-commerce

Website reviews, content hierarchy, customer journeys, and redesign planning.

Creative leadership

Fractional brand direction, creative reviews, and vendor oversight.

Interiors, real estate, and agencies

Specialist brand advisory, plus confidential strategy support for agencies.

Inspired by Greek Classicism, French Elegance, Japanese Minimalism.

After almost 20 years of leading brand work at FLAT 6 CONCEPTS, I saw that the most important brand decisions are often made before any design begins. Owners and leadership teams don’t always need another agency. Sometimes they need an experienced, objective perspective, and someone who will tell them what matters most. AI has made it easy to produce a logo, a website, or a brand strategy in an afternoon. What it can’t give you is an experienced view of whether the work is right for your business. Unlike AI, you get a real human, to guide you and your vision and inspire you. I created this advisory practice for founders and teams who don’t need a full agency engagement, but do want a trusted second opinion. Bring me what you’ve made, with AI or any other way. I’ll tell you honestly what’s working, what isn’t, and what to do next.

This independent practice brings that perspective directly to the people making decisions. I also speak at conferences, panels, and private events, and lead custom team workshops.

Discover my work at FLAT 6 CONCEPTS ↗

What’s next for your brand?

Tell me a little about your business and the questions on your mind. We’ll identify the most useful place to begin.