WHO IS ELIJAH is an Australian fragrance house celebrated for bold, genderless scents and a fearless, provocative identity. The brand has cultivated a global following, admired for its storytelling, and the freedom it gives wearers to shape their own identity. We partnered with the brand to create a scalable framework for their voice, visuals, and campaigns, that supports global growth while maintaining the brand’s distinctive attitude.

Credit: Photography by WHO IS ELIJAH

Our mission was to develop a brand strategy that could serve as a strong foundation for all future campaigns and “alter egos.” WHO IS ELIJAH already had an iconic identity, and our work focused on refining and structuring it to support consistency, clarity, and global scalability. This scope of work allows creative teams and partners to easily bring new campaigns and character-driven narratives to life while remaining recognisable as WHO IS ELIJAH.

Through workshops with Raquel, we defined WHO IS ELIJAH’s provocative tone of voice and strategic direction. We translated the brand’s fearless energy into clear house rules, brand DNA, and messaging guidelines, giving structure to its bold, transformative personality. This strategy framework ensures every fragrance, campaign, and touchpoint communicates consistently, while allowing the brand to remain fluid, evocative, and disruptive.

To unify the master brand and link it with the individual fragrances, we developed the “Shapeshifter” concept. The Shapeshifter concept celebrates transformation and fluid identity, reflecting the complex, multifaceted personalities of WHO IS ELIJAH’s audience. By creating customer profiles, we put a face to demographic data, transforming a list of traits into real individuals we can envision when shaping campaigns.

A signature motion blur effect was introduced as a recognisable visual motif. This effect captures the transformation between alter egos and translates seamlessly across photography, video, and digital assets. Creating a distinctive and dynamic feature for every campaign as they morph into their new character.

We established rules for typography, layout, photography, and campaign composition to provide clarity and consistency across all touchpoints. This visual structure ensures the brand can scale globally, supports onboarding new team members and contractors, and simplifies collaboration with retailers for in-store rollouts.

WHO IS ELIJAH operates as a “wardrobe” of fragrances rather than single signature scents. We created a visual and structural framework flexible enough to accommodate layering, mixing, and seasonal releases, giving each fragrance room to shine while maintaining cohesion across the brand universe.

Each fragrance in the WHO IS ELIJAH universe has its own alter ego, shaped by already defined archetypes. The scent inspires the persona, and intuition and creative instinct guide the character. Archetypes provide structure, but there’s flexibility: multiple “rebels” can exist, and archetypes can be blended to create unique personalities. This method helps bring each fragrance to life in campaigns, from selecting faces to storytelling, while keeping everything connected to the master brand.

We created email templates designed to prompt repurchase in a way that feels uniquely WHO IS ELIJAH, seductive, playful, and provocative. Rather than typical marketing language, we developed copy that teases and entices, such as: “Because one is never enough," and "You didn’t wear it to smell good, you wore it to be remembered.”

These templates were also designed to be clean, structured, and flexible, allowing each fragrance to showcase its own identity while keeping campaigns instantly recognisable and on-brand.

The outcome is a fully fused, elevated brand guide that strengthens WHO IS ELIJAH’s iconic identity while providing clarity, flexibility, and structure for global growth. The framework enables flawless campaigns, consistent communication, and confident expansion across all touchpoints. Overall, this brand is now equipped to scale internationally without diminishing its distinctive provocative personality.