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About SUBSTANCE

We act as creative consultants — from concept to production — from brand identity to art direction, film, ecommerce, or spatial design. Backed by a network of world-class talents, our model breaks away from traditional agency frameworks to deliver tailored solutions across industries: lifestyle, fashion, culture, health, tech, sports, and the outdoors. Our expertise spans brand strategy, creative direction, naming, brand design, copywriting, art direction, digital design, film, and AI. At the core of our work lies one simple question: Why should anyone care at all?”* By entrepreneurs, for entrepreneurs, our approach is rooted in uncovering brand truths and transforming them into company-changing strategy, distinctive design, and powerful brand universes. Already trusted by brands such as New Balance, Norda, Wise Ultra Running, Kosbiotic, Euphoria, LVMH, Volvo and Cowboy, we create brand experiences that capture attention, resonate with audiences, and fuel growth. Founded in 2024 by seasoned creatives Pierre Hubin (ex- Numbered, KOTO & Base Design) and Max Van Santen (ex- Cowboy & Air McCann, founder of Cadence Athletics), SUBSTANCE is a multidisciplinary brand studio that helps forward-thinking companies define and elevate their place in culture. With 30+ years of combined experience across agency and client-side roles, we create work that is as meaningful as it is visually striking.

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