Interview: A Deep Dive into Branding with Aniko Szatmari

Unveiling the Essence of Branding

To celebrate the launch of our new website, we sat down with Website Planet for an exclusive interview, Beyond Logos: Aniko Szatmari on Branding as Myth, Psychology, and Soul. We're grateful and excited to discuss our passion for branding and share the story behind our Brand Archetype SoulWork™ process.

Here is an excerpt:

"At Website Planet, we had the opportunity to speak with Aniko Szatmari, Chief Creative Officer & Founder of Studio LXR, a creative agency that blends mythology, psychology, and design into a unique branding philosophy. Through her proprietary process, Brand Archetype SoulWork™, Aniko helps brands uncover their deeper essence – their “mythic DNA”, and translate it into powerful, resonant visual storytelling. From global icons to emerging creators, Studio LXR’s work is rooted in the belief that branding is more than visuals; it’s about creating harmony, resonance, and cultural impact.

What inspired Studio LXR to center its creative approach around visual storytelling and brand DNA exploration, and specifically your unique proprietary branding process, the Brand Archetype SoulWork™?

Studio LXR was born from the belief that every brand has a frequency, a living essence that wants to be seen, felt, and remembered. Traditional branding often stops at visuals and messaging, but we felt something deeper was missing: the soul.

Our Brand Archetype SoulWork™ process emerged as our response. It’s a fusion of mythology, psychology, and design, helping clients uncover the archetypal forces that shape their vision. By decoding these archetypes, we align strategy and aesthetics into a coherent field designed to resonate on a soul level. Instead of thinking of branding and marketing as a means of ‘targeting’ audiences with messaging, we like to think of these pillars as a way of creating resonance with ‘aligned audiences’, or in simpler terms, attracting people who vibe with the brand. Our process involves a deep client discovery session and an AI-assisted archetype exploration. The result isn’t just a logo or identity, it’s a mirror of the brand’s mythic DNA, amplified in a way the world can recognize and connect with. For clients that are not ready for this kind of deep dive into archetypal exploration, we also offer a more traditional brand audit and strategy service as well.

How do you integrate next-level visual content like photography, editorial, and video into cohesive digital brand strategies?

We see each piece of content as a note in a larger symphony. Photography, editorial, and video each carry different textures of a brand’s story. Our role is to orchestrate them into harmony.

We design with intentionality, mapping content into cohesive digital strategies where every touchpoint (social media, web, campaign) feels like it’s speaking the same language. Whether it’s a cinematic short film, a striking editorial shoot, or a minimalist design element, each component is placed in service of the larger narrative. That’s what creates both emotional impact and long-term recognition.

How does Studio LXR’s work with both powerhouse brands and emerging creators influence your creative direction?

It keeps us in a state of creative flow and flexibility. With powerhouse brands, we’re challenged to innovate within established structures, pushing boundaries while honoring legacy. With emerging creators, we love to experience the raw spark, the courage of unfiltered vision.

This duality balances us and keeps our tone and vision fresh. We learn as much from the bold experimentation of new voices as from the rigor of global campaigns of big brands. Together, these experiences sharpen our ability to adapt, experiment, and guide. They remind us that whether a brand is a household name or just beginning, the core question is the same: What truth wants to be expressed here?"

Read the full interview on Website Planet.

As we continue to explore the depths of branding, we invite visionary brands to join us on this journey. Let’s uncover your brand's mythic DNA together. Embrace the power of storytelling, psychology, and design. Tell us your vision >>