Exclusive Event

Creators of London: Designing Culture from Legacy Brands to AI Futures

Luke Scheybeler, Founder of Tracksmith and Rapha, and Patsy Lima of Scheybeler+ shared how brands are built within a cultural context, blending storytelling, design, and identity to resonate with communities.

BrainStation London
Event Recap
Oct 1, 2025

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Luke Scheybeler

Co-Founder
Patsy Lima

Managing Partner

At Creators of London, Luke Scheybeler and Patsy Lima of Scheybeler+ explored how brands are built within a cultural context, mining heritage, symbolism, and storytelling while looking ahead to how AI and new technologies will shape the future of identity and brand building.

Luke Scheybeler

Co-Founder

Luke Scheybeler is Co-Founder of the branding consultancy Scheybeler+. With a storied career in creative leadership, he previously co-founded and led the aesthetic vision at Rapha and Tracksmith, shaping culturally resonant sportswear brands. Luke combines deep expertise in design, brand strategy, and storytelling to craft deliberate and impactful brand identities.
Patsy Lima

Managing Partner

Patsy Lima is Managing Partner at Scheybeler+, where she drives the agency’s brand and culture strategy. Known for her storytelling prowess and strategic mindset, she leads creative collaborations and campaigns that elevate brand narratives with depth, authenticity, and human connection.

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