In Practice
Our lens, applied in practice
In Practice
Our lens, applied in practice
Concept + Identity
Creating cultural icons with global resonance.
The Task: Create a global icon for Puma women’s football.
The Why: To drive growth in women’s football and create a product and proposition with equal cultural weight to the Puma King, first introduced in 1968.
Duco’s Role: Collaborated with creative and design leadership to shape a concept rooted in performance, identity and cultural relevance resulting in the creation of Puma Queen.
Impact: Puma Queen stands as a symbol of strength, success and progress, championing equality and elevating female athletes on a global stage.
Strategy + Identity
Unlocking premium growth within global organisations.
The Task: Create a new luxury brand within the S.Oliver group.
The Why: To unlock growth by elevating perception and introducing a premium offer that could sit confidently within a more aspirational, fashion-led space.
Duco’s Role: Partnered closely with the CMO and marketing teams to define the strategic foundations of Black Label, aligning brand, product and consumer experience into one coherent vision.
Impact: A full-scale rollout across product and consumer touchpoints, strengthening brand equity, increasing market share and establishing Black Label as a credible premium pillar within the group.
Brand Partnership
Building purpose-led partnerships with long-term value.
The Task: Create a meaningful strategic collaboration for Jack Wolfskin.
The Why: To amplify brand purpose by promoting mental resilience, the power of nature and a deeper human connection in a way that felt authentic and impactful.
Duco’s Role: Worked alongside the CEO and CMO to shape the Bear Grylls partnership from first principles, defining vision, values and long-term impact before execution.
Impact: Strengthened brand value with consumers, market and investors, contributing to brands acquisition by Anta Group.
Product Design
Creating a globally recognisable lifestyle icon.
The Task: Inject energy into the MCM brand through the creation of a distinctive, ownable brand icon.
The Why: To strengthen cultural relevance and create a scalable asset that could transcend seasonal campaigns and live across product, storytelling and experience.
Duco’s Role: Conceptualised and designed M-Pup, a bold character inspired by French Bulldogs and modern city living, translating brand attitude into a highly recognisable visual symbol.
Impact: Instantly embraced by the global market, M-Pup evolved into a full lifestyle universe spanning apparel, accessories, homeware and fragrance, becoming a long-term brand asset and commercial driver.
Product Design
Creating a globally recognisable lifestyle icon.
The Task: Inject energy into the MCM brand through the creation of a distinctive, ownable brand icon.
The Why: To strengthen cultural relevance and create a scalable asset that could transcend seasonal campaigns and live across product, storytelling and experience.
Duco’s Role: Conceptualised and designed M-Pup, a bold character inspired by French Bulldogs and modern city living, translating brand attitude into a highly recognisable visual symbol.
Impact: Instantly embraced by the global market, M-Pup evolved into a full lifestyle universe spanning apparel, accessories, homeware and fragrance, becoming a long-term brand asset and commercial driver.
Strategy + Identity
Refining a design brand for global relevance.
The Task: Lead the creative strategy, rebrand and brand design for Boyhood, a Danish art sculpture brand known for playful minimalism, craftsmanship and iconic collaborations.
The Why: To clarify and elevate the brand’s visual identity, ensuring it could stand confidently within the global design and lifestyle market while remaining true to its origins.
Duco’s Role: Developed a refined brand system that balanced restraint and character, translating Boyhood’s craft and design integrity into a coherent and contemporary visual language.
Impact: A strengthened global presence across design and lifestyle channels, reinforcing brand recognition and positioning Boyhood as a distinctive voice within the collectible art space.
Creative Partnership
Accelerating venture growth and investor confidence.
The Task: Act as an embedded creative partner for Hytro during a critical growth phase.
The Why: Hytro required speed, clarity and depth. An agile in-house extension capable of shaping product, brand and communication while supporting investor confidence.
Duco’s Role: Worked directly with the CEO, CMO and CPO as an integrated creative team, bridging strategy, design and execution across brand, marketing and product.
Impact: Contributed to £7m in investment, accelerated brand growth and helped enable high-profile partnerships including SpaceX and the Tudor Cycling Team.