Matter Of Form
Matter Of Form is a London-based design consultancy founded in 2009 that delivers brand strategy, customer experience design, and digital innovation services to luxury hospitality, retail, and real estate brands globally.
- Company typePrivate
- Founded2009
- HeadquartersLondon, United Kingdom
- Headcount51–100
- GTM typeB2B
- OfferingServices
What Matter Of Form does
Matter Of Form is a London-headquartered design consultancy founded in 2009 that provides brand strategy, customer experience (CX) design, and digital innovation services to luxury and premium brands. The firm operates three core service pillars—Brand Development, Future State Design, and Experience Transformation—supported by its proprietary Brand Interactions™ framework, which maps end-to-end customer experience across digital and physical touchpoints to identify creative engagement opportunities. Additional offerings include digital experience design and web development, content and campaign strategy, photography and video production, and CX mapping. The consultancy's work spans brand positioning, visual identity, eCommerce platform redesigns, loyalty programme design, and omnichannel content strategy, with technology underpinnings including CMS and eCommerce platforms such as Magento 2 and content management across multi-site, multi-language estates (e.g., unifying 27 Aman sites across 6 languages).
Matter Of Form monetizes through project-based professional services engagements scoped directly with enterprise clients; pricing is quote-driven and not publicly disclosed. The go-to-market motion is enterprise field sales targeting luxury and premium brand leadership, supported by a content-led marketing strategy that includes a website thought leadership section (News & Views), the 'What The Luxe' podcast, social media presence on LinkedIn and Instagram, an annual retrospective publication, and selective industry event participation. Distribution is direct to enterprise, with no channel partners or self-serve product offering. The client base is concentrated in luxury hospitality (Aman, Belmond, Dorchester Collection, Mandarin Oriental, One&Only, Soneva, Jumeirah, Accor portfolio brands, The Savoy, Hotel Arts Barcelona, LUX*, AmaWaterways, Lindblad Expeditions, Wilderness), with secondary presence in luxury retail (The Rug Company, Vispring, Dr. Martens, Banham), luxury real estate (Knight Frank, AVE / Korman Communities), and selective F&B and consumer goods (Nespresso). Reported engagement outcomes include NPS of 93 for Wilderness, 30% bounce rate decrease and 40% uplift in time on page for Vispring, 89% increase in store locator entries and 96% increase in-store enquiries for Vispring, and an accelerated revenue cycle for The Rug Company.
The firm is privately held, independently owned, and operates from offices in London (168 Shoreditch High Street) and New York (148 Lafayette Street), serving clients globally. Leadership comprises Founder & CEO Anant Sharma, a CXO (Cagri Tosun), and Strategy Director James Lees. The firm was recognized in Campaign's Best Places To Work 2024. There are no disclosed funding rounds, parent company, subsidiaries, or acquisition activity.
Matter Of Form firmographics
Firmographics- Name
- Matter Of Form
- Legal name
- Matter Of Form
- Website
- https://matterofform.com
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Matter Of Form is a London-based design consultancy founded in 2009 that delivers brand strategy, customer experience design, and digital innovation services to luxury hospitality, retail, and real estate brands globally.
- Ownership category
- akta.pro rank
Matter Of Form industry classification
Industry- Product category
- Brand Strategy Consulting
- NAICS
- Graphic Design Services (54143)
- akta.pro primary industry
- Customer Experience (CX) & Digital Experience (BPAHAEAC)
- akta.pro secondary industries
- Brand Experience (BX) & Service Design (BPAFAEAI), Digital Creative & Experience Design Agencies (Web/App/UX) (MPAAAAAD), Customer Experience (CX) & Voice-of-Customer Analytics (BPAHALAK)
Keywords
Where Matter Of Form is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
Matter Of Form business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Strategic Consulting and Brand Services: Revenue generated through project-based consulting engagements with luxury brands for brand strategy, CX design, digital transformation, and experience innovation projects.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels5 records
Matter Of Form product offering
Product offeringCore offering
Matter Of Form is a London-based design consultancy delivering brand strategy, customer experience (CX) design, and digital innovation services for luxury and premium brands. The firm defines distinctive brand positioning, choreographs future CX, and executes end-to-end experience transformations across brand, digital, and content touchpoints, supported by its proprietary Brand Interactions™ framework.
Product overview
Matter Of Form is a London-based design consultancy specializing in brand strategy, customer experience (CX), and digital innovation for luxury brands. The company operates as a services-based consultancy rather than a software product company. Its core offerings consist of three main service pillars: Brand Development (defining distinctive positioning and brand principles), Future State Design (vision and future CX choreography), and Experience Transformation (end-to-end touchpoint design). These are supported by proprietary methodologies including Brand Interactions™, a framework for mapping end-to-end customer experiences. Additional services include digital experience design, web development, content and campaign strategy, photography and video production, and CX mapping. The company serves clients across luxury hospitality, travel, retail, real estate, and lifestyle sectors.
Differentiator
Problem solved
Functional benefit
Products and services
- Brand Development
Quantifiable outcome
- Wilderness achieved NPS of 93 after transformation
- +3 more outcomes
Companies that use Matter Of Form
Customer profileNamed customers17 records
Segments3 records
Ideal customer profiles3 records
Matter Of Form technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Matter Of Form partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- AVE (Korman Communities)coreMatter Of Form developed a redesigned digital platform for AVE featuring streamlined search and real-time booking capabilities. This partnership supports AVE's national expansion as the brand evolved and grew from 1,293 to over 6,000 apartments across 20 properties.
- Mandarin OrientalcorePartnership to reimagine and enhance brand loyalty for Mandarin Oriental, one of the world's most prestigious luxury hotel groups. The collaboration focuses on creating distinctive brand experiences.
- Sarah Miller & PartnersminorContent partnership where Sarah Miller & Partners contributed guest article on AI in hospitality for Matter Of Form's content portfolio, exploring the intersection of branding, strategy, and hospitality.
Scale indicators1 record
Recent moves6 records
Expansion highlights5 records
Matter Of Form competitors and assessment
Company assessmentDirect peers
- Pentagram: Independent design consultancy with a partner-led model covering brand identity, digital design, and experience. Comparable to Matter Of Form on premium and luxury brand identity and design work, though with a different structural model.
- Edenspiekermann: Independent brand and digital design consultancy with strong luxury and cultural sector clients across Europe. Directly comparable to Matter Of Form on premium brand strategy, identity, and digital experience design.
- Siegel+Gale: Global strategic branding and experience design firm emphasizing simplicity-led brand strategy and customer experience. Directly comparable to Matter Of Form on premium brand strategy and CX engagements.
- Saffron Brand Consultants: Independent brand consultancy specializing in brand purpose, strategy, and innovation for global clients including luxury and hospitality. Closely comparable to Matter Of Form in offering boutique brand strategy and CX work for category leaders.
- Landor & Fitch: Global brand consulting and design firm (part of WPP) focused on brand strategy, identity, and experience design for premium and luxury clients. Direct competitor to Matter Of Form in luxury hospitality and lifestyle brand engagements, with comparable brand strategy and CX offerings.
Broad incumbents
- Interbrand: One of the world's largest brand consultancies, part of Omnicom, with deep expertise in brand valuation, strategy, and experience design across industries. Overlaps with Matter Of Form on luxury and hospitality brand strategy engagements but serves a much broader client base.
- Brand Union (now Superunion): Global brand consultancy (WPP) covering strategy, identity, and experience for premium and corporate clients. Comparable to Matter Of Form on luxury and premium brand engagements, with broader global scale.
- Bulletproof (Accenture Song): Brand experience and packaging design agency, now part of Accenture Song, serving consumer and luxury clients globally. Comparable to Matter Of Form on luxury brand experience work but with the backing of a major consultancy platform.
- FutureBrand: Global brand transformation consultancy (Interpublic Group) covering brand strategy, design, and experience across sectors including travel, hospitality, and luxury. Comparable to Matter Of Form on enterprise brand transformation projects but with substantially larger scale.
Emerging players
- Wink (now part of Deloitte Digital): Hospitality-focused creative and digital agency serving luxury hotel groups and travel brands. Highly comparable to Matter Of Form on luxury hospitality digital experience and brand work.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights6 records
Customer concentration
Matter Of Form social profiles
Digital presenceMatter Of Form financial estimates
Financial estimateRevenue estimate
Valuation estimate
Matter Of Form leadership team
Management profileNumber of profiles
Profiles3 records
Matter Of Form funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Matter Of Form M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Matter Of Form
What does Matter Of Form do?
Matter Of Form is a London-based design consultancy delivering brand strategy, customer experience (CX) design, and digital innovation services for luxury and premium brands. The firm defines distinctive brand positioning, choreographs future CX, and executes end-to-end experience transformations across brand, digital, and content touchpoints, supported by its proprietary Brand Interactions™ framework.
Is Matter Of Form a public or private company?
Matter Of Form is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Matter Of Form founded?
Matter Of Form was founded in 2009. It employs 51 to 100 people.
Where is Matter Of Form based?
Matter Of Form is headquartered in London, United Kingdom, in the Europe region.
How does Matter Of Form make money?
One revenue line is on record: strategic Consulting and Brand Services.
Who are Matter Of Form's main competitors?
Direct peers on record are Pentagram, Edenspiekermann, Siegel+Gale, Saffron Brand Consultants and Landor & Fitch. Broad incumbents are Interbrand, Brand Union (now Superunion), Bulletproof (Accenture Song) and FutureBrand. Wink (now part of Deloitte Digital) is listed as an emerging player.
Does Matter Of Form have an API?
No public API is recorded for Matter Of Form.
What industry is Matter Of Form in?
Matter Of Form's product category is Brand Strategy Consulting. Its primary akta.pro industry code is BPAHAEAC, Customer Experience (CX) & Digital Experience, with a secondary code of BPAFAEAI, Brand Experience (BX) & Service Design. Its NAICS code is 54143.