The Luxury of Miriam Escudero
On the heels of launching her second brand, Ghinou Studio, Spanish luxury branding designer Miriam Escudero reflects on the meaning of luxury. While it is often said that beauty is in the details, it rings particularly true for luxury branding. The intention and artistry applied to every branding detail serves to enhance the elegance already embedded in the soul of each entrepreneur, unveiling its inherent beauty to potential clients everywhere.
But what is luxury really? Miriam is here to discuss her intuitive approach to branding it.
First, I would like to thank you for conveying beauty every single day. What does beauty mean to you?
Miriam: To me, beauty isn’t just about what’s visually pleasing, it’s about harmony, the way everything comes together in a meaningful way. Beauty can be found in the smallest details, the moments that might seem subtle but are truly powerful. It's about creating something that resonates deeply.
I’ve always loved this quote from Westworld (my favourite series): "Some people choose to see the ugliness in this world, the disarray. I choose to see the beauty." It resonates with me because, as a designer, I always choose to focus on the beauty in the world, even in chaos or imperfection. For me, beauty is about seeing the potential in every situation, every design, and shaping it into something meaningful. Whether it’s in a brand’s identity or in a single design element, beauty is found in authenticity and depth.
It might sound a little nerdy, but I’m a huge fan of series, and Westworld really left a mark on me. The way it explores these themes of choice and perception has always stuck with me.
Luxury, therefore, stems from beauty. How would you define luxury?
To me, luxury is about aspiration. It’s that feeling of being transported to a space where everything feels elevated and meaningful. I try to capture that essence in every project I work on. Nowadays, luxury is less about the product itself and more about the experience it evokes and how it makes you feel, the emotions it stirs. It’s that quiet confidence, that sense of exclusivity, that makes something truly luxurious.
“Beauty is about harmony, the way everything comes together in a meaningful way.”
In essence, luxury is nuanced, subtle and refined. How do you translate that into luxury branding?
For me, creating luxury begins with the experience itself. The first thing I focus on is making the entire design process feel exclusive and tailored to each client. I provide them with access to a private portal where they can track the progress, review materials, and feel truly involved in every step of the journey. This creates a sense of intimacy and connection, which I believe is essential for luxury branding.
When it comes to the design itself, every detail counts. From the initial concept to the final touches, I’m deeply invested in ensuring that every aspect of the brand feels thoughtful and intentional. This means carefully selecting colour palettes that evoke the right emotions, using typography that feels refined and timeless, and incorporating visual elements that align perfectly with the brand’s story. The balance between sophistication and simplicity is key. Luxury isn’t about being flashy; it’s about creating something that feels effortless yet meaningful. Every decision, no matter how small, contributes to the overall feeling of exclusivity and elegance that defines the brand.
“Nowadays, luxury is less about the product itself and more about the experience it evokes—how it makes you feel, the emotions it stirs. It’s that quiet confidence, that sense of exclusivity, that makes something truly luxurious.”
This intentional approach is reflected in the softness and femininity of your designs, from delicate colours and dashes of whimsy to stunning, intricate logos. What are some of your favourite fonts and colour palettes?
Haha, well, I have to admit, I’m not the biggest fan of Comic Sans, but I do have a deep love for classic serif fonts. There’s something timeless about them: elegant, refined and full of personality. That being said, I’m also a huge fan of modern sans serif fonts; they offer a sleek, contemporary feel that works beautifully in certain contexts. Still, I’ll always gravitate towards the sophistication of the classics.
I also adore script fonts, especially those that feel handwritten. They add a unique, personal touch to the design and bring an elegance that feels both intimate and sophisticated.
When it comes to colour palettes, I’m definitely drawn to earthy tones—beiges, warm browns, soft whites... They’re my weakness. But I’ll say this: just because I adore those colours doesn’t mean they’re the right fit for every brand. It all depends on the strategy we define for each project. Every design decision has a reason behind it; nothing is ever random. It’s all about aligning the colours with the brand’s identity and story.
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Photo by Jesús Mohedano
What is a brand identity?
Brand identity is the soul of a brand, it’s the essence that defines how a brand is perceived, how it communicates its story, and how it connects with the world. It’s not just about a logo or a colour palette; it’s about the energy and emotions that a brand evokes in its audience. It’s the visual language, the voice, the values, and the experiences that create a lasting impression.
A brand, at its core, is not something tangible. If you think of a brand, say X, it doesn’t mean the same thing to you as it does to me. That’s why creating a brand that speaks directly to the target audience is so important. It’s about transmitting exactly what you want to convey through design, aligning it with your audience’s emotions and needs.
Brand identity is the foundation of your business, it’s the reason why a client will choose you over someone else. It’s about how you make them feel, what your brand says to them without words, and how it aligns with their values and aspirations. That connection is what creates loyalty, trust, and ultimately, a lasting relationship. When done right, a brand identity goes beyond just aesthetics, it becomes a reflection of the brand’s true purpose and creates an emotional bond that makes it unforgettable.
Connection and affinity between client and designer appear to guide the process. Who is your ideal client?
I’m passionate about working with brands in the beauty, fashion, interior design, art, architecture, weddings and events sectors. But honestly, I also love collaborating with restaurants, hotels and hospitality brands. For me, each project is a new challenge, and that’s what excites me the most. I’m not confined to one specific industry, I embrace the freedom to unleash my creativity across various fields. Every project is an opportunity to create something unique.
That being said, there is one thing all my clients share in common: they understand that branding and design are not expenses, they are investments. Branding isn’t just about creating something pretty; it’s about crafting a powerful visual identity that drives growth, elevates a brand, and connects with the right audience. It’s an investment in the brand’s future, and I’m very firm on that. Working with clients who value this mindset is incredibly rewarding, as it allows us to create meaningful and lasting impact.
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Photo by Jesús Mohedano
How did you become a brand designer?
At university, I studied business management, and from the very beginning, I knew I wanted to be an entrepreneur, there was no doubt about it. So, as soon as I finished my degree, I enrolled in a master’s program in fashion brand management and creation, not realizing it was a master’s purely focused on branding. This program taught me everything about building a brand from the ground up, defining its DNA, and developing a personal style, it really set the foundation for what I do now.
During the master’s, I discovered a true passion for graphic design, which led me to simultaneously pursue another master’s in graphic design. Yes, I did both at the same time! I practically never left my house, especially during the post-quarantine, COVID times—imagine the situation! It was a couple of strange years, but I don’t regret a single moment of it.
I always knew I wanted to start my own design studio, so after finishing the master’s programs, I took several other courses to deepen my knowledge. I also spent a lot of time learning on my own—experimenting, making mistakes, and growing from every experience. And here I am today, still learning and evolving every step of the way.
When did you open your branding design studio?
I actually started my branding design studio while I was doing my master’s in graphic design. I created an Instagram account where I began sharing my master’s projects and passion projects, and little by little, real clients started reaching out. This all began in August 2021, wow, it feels like it was just yesterday, but in reality, it’s already been a few years!
I remember spending the entire month of August working on my branding and website, getting everything ready to launch on August 31st. It was a summer where I barely left the house, but it was totally worth it. I really wanted to kick off the new season with a professional, polished brand that I could truly be proud of and start operating as a serious business.
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Photo by Jesús Mohedano
You brought your dream to fruition with such poise and grace. What is a typical day for you as a brand designer?
Full of coffee and music! The first thing I do when I wake up is get dressed and put myself together (or semi-together, depending on the day). I had my phase of working in sweatpants (or even pajamas, haha), and let me tell you, I wouldn’t recommend it to anyone! So, I make sure to dress decently and take my dog, Baileys for a walk around the neighbourhood.
Once I get to the studio, I make myself a ridiculously big coffee with milk—XXXL size to fuel my day. Then, I start by answering emails and sending out quotes. After that, I usually work on several logo designs, brand strategies, or website concepts. I also try to take some time to post something on my social media and sneak in a few moments to work on my other project, which is a new brand we just launched: Ghinou Studio (feel free to follow us!).
Around lunchtime, I take Baileys out again for another walk and then enjoy a home-cooked meal. In the afternoon, my work tends to be a bit lighter, and after that, I head off to my CrossFit training session (honestly for me it’s the best gym in my city: Gorbeia Box, you should try it!). I try to train every day from Monday to Friday. It really helps me clear my mind and is now just a natural part of my routine.
After that, it’s dinner, a bit of TV or a series, and then I wind down to sleep. My routine is pretty normal, but I love it. It's a mix of productivity and taking care of myself, and that balance is key.
Brand design involves lots of creativity as well as a desire to constantly grow and evolve. What motivates and transforms you?
I’m driven by the desire to keep improving. I never get tired of it, there’s always something new to learn, a new skill to master, a new challenge to overcome. For me, my work is my passion, and every day I strive to be better than I was the day before. I truly believe that growth is a continuous journey, and I’m always excited to see how far I can go.
I also feel incredibly fortunate to be inspired by my clients. Each one of them is an entrepreneur, and it’s a privilege to work alongside them, helping bring their visions to life. Being part of their journey is both inspiring and transforming—it pushes me to think outside the box and always deliver my best work. The mutual exchange of ideas and energy is something that truly fuels my creativity.
Your profession licenses your intuition and sensibilities to take centre stage. However, these need to be nourished with inspiration. What inspires you?
Inspiration is everywhere, and I feel like I’m constantly absorbing it from all around me. I’m especially drawn to art and fashion. They have such a rich history and a sense of timelessness that I find incredibly inspiring. I also look at interior design because it’s all about creating environments that feel intentional and full of meaning. Nature also plays a huge role in my inspiration; the textures, colours and forms found in the world around us can lead to the most incredible ideas.
You exude an incredible amount of sensitivity, which is a beautiful characteristic. How does being sensitive help you in your work as a creative?
Oh, I didn’t realize I come across as sensitive, haha! Do I really seem that way? How interesting... But the truth is, I do consider myself to be quite sensitive. And I actually think it’s one of my greatest strengths as a creative.
Being sensitive allows me to truly connect with the essence of a brand and the people behind it. It helps me tune into the subtle emotions and details that others might miss, which is so important when crafting something meaningful. Whether it’s understanding a client’s vision on a deeper level or capturing the right mood for a brand, that sensitivity lets me create designs that truly resonate.
I also believe that sensitivity helps me navigate the creative process with empathy, allowing me to be in tune with the feelings and needs of others, which makes collaboration so much more enriching. It’s not about being overly emotional; it’s about being present, understanding, and ensuring that every design feels authentic and aligned with the brand’s identity.
So much of your heart and beauty is displayed in your designs. How do your emotions influence your creativity and professional work?
100%, yes. I absolutely love what I do, and I can’t imagine doing anything else. My heart is at the core of my creativity. Every project, every design, I approach it with passion and intuition. I think the emotional connection I have with my work allows me to create designs that don’t just look good, but feel right.
Emotions play a huge role in my creative process. When I’m designing, I’m not only thinking about the visual aspects, but also how the design will resonate with people, how it will make them feel. It’s about connecting on an emotional level, because I believe that’s when design truly becomes meaningful.
So yes, my emotions deeply influence my work. They guide me, help me stay true to the essence of each brand, and push me to keep creating with authenticity and heart.
“Being sensitive allows me to truly connect with the essence of a brand and the people behind it. It helps me tune into the subtle emotions and details that others might miss, which is so important when crafting something meaningful.”
You live in Spain, share something about your city. In what ways does its beauty inspire you?
My city is Vitoria-Gasteiz, and even though it’s a small and perhaps lesser-known city, it’s absolutely BEAUTIFUL. It's filled with nature and green spaces, and the city is surrounded by stunning natural parks. What really inspires me is the mix of history and nature that you find here. The old town, with its cobblestone streets and charming medieval architecture, is full of character and stories. Walking through the city, you can feel the harmony between the past and present. It’s a city that truly encourages creativity and reflection.
And what about the surroundings? The Basque Country is filled with breathtaking spots, such as the stunning beaches of San Sebastián and Zarautz, or the rugged cliffs of Getaria. The lush landscapes of the Rioja Alavesa wine region are full of charm, and the iconic Guggenheim Museum in Bilbao never fails to inspire awe. Whether it's the mountains or the coast, the Basque Country offers an endless source of inspiration with its mix of nature, culture, and architecture.
I can see how you got inspired to launch a second project! Talk to me about Ghinou Studio.
Ghinou Studio is a passion project I’ve been dreaming of launching for quite some time, and I’m so excited that I finally took the leap to bring it to life—no pressure, just pure inspiration. It’s a natural extension of my design studio, a space where we can create and curate high-quality, timeless pieces that reflect our values and design philosophy.
We’re focusing on creating handcrafted items that add a touch of elegance to everyday life. One of our first offerings is our beautifully designed planner, which is more than just a functional item; it’s a piece of art that helps you organize your day with grace and intention. We’re also introducing athleisure wear made from the finest fabrics, designed for comfort, style, and longevity. It’s about creating pieces that transcend trends and are meant to be cherished for years to come.
Ghinou Studio is a place where creativity flows freely, where we combine the best of craftsmanship and thoughtful design, creating something that’s both beautiful and functional. It’s not about rushing or following a particular path. It’s about taking the time to create something truly special that people can connect with, appreciate, and make part of their lives.
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Ghinou Studio Maison sweater. Photo by Miriam Escudero Studio
Ghinou Studio Intentions Planner. Photo by Miriam Escudero Studio
You are stimulated in so many lovely ways. How do you find balance?
For me, it’s absolutely essential to step outside, breathe fresh air, and disconnect from the screen. As designers, we spend so many hours in front of our computers, and it’s important to make time for moments of clarity. Having a routine and a set schedule is crucial. When the workday is over, it’s important to completely unplug. For me, one of the best ways to reset is by going to the gym every day. It clears my mind and allows me to completely disconnect from work. It’s like a form of meditation for me, I focus solely on the present moment, and it helps me come back to my work refreshed and energized.
Let’s manifest to the universe! What are your dreams for the future?
I have so many ideas in mind for the future, and I’m excited about all the possibilities! One of my dreams is to do 1:1 sessions to help other designers, to share my knowledge and experiences. I would also love to create courses that can empower others to pursue their passions in design. But above all, I want to keep growing in my field, both professionally and personally.
I’m also really excited about developing Ghinou Studio further, but I don’t put pressure on myself. I believe in letting the future unfold naturally and embracing whatever comes my way. The journey is just as important as the destination.
“I believe in letting the future unfold naturally and embracing whatever comes my way. The journey is just as important as the destination.”
Photo by Jesús Mohedano
To learn more visit Miriam Escudero Studio and Ghinou Studio.
TEXT BY FATIMA RIZZO