The aspirational yet attainable world of Illy US continues to evolve through its partnership with Lustre as Agency of Record. Our work spans across the majority of customer-facing brand touch points, supporting the evolution of the brand through social, experiential, photography, and digital expression. This includes creative direction, photography, custom social layouts, experiential creative, and a comprehensive social media guidelines system for internal teams. Our work has helped drive a 20× increase in social engagement while ensuring a cohesive, elevated expression of the brand, from daily social content to large-scale moments like the Hudson Yards Cube pop-up.