THE STORY OF SINCÉREAuthentic by nature. Refined by design.
About Sincère is a creative consultancy specialising in brand identity, creative direction, and digital design. We create brand identities rooted in authenticity, refined expression, and thoughtful collaboration. Working with both business and personal brands, Sincère shapes visual identities and digital experiences that reflect each brand’s values, ambitions, and long-term direction.
Each collaboration begins with understanding. Operating at the intersection of intuition and strategy, art and structure, Sincère translates ideas into a clear visual language that guides how a brand appears across platforms and touchpoints. By working with a limited number of clients each season, the consultancy provides focused creative leadership and personal involvement, ensuring every outcome remains cohesive, intentional, and aligned with the client’s vision.
Meet the FounderKristi Loukusa is the founder and creative director of Sincère. Her work is shaped by an international perspective and a deep sensitivity to aesthetics, storytelling, and visual expression. Growing up between the United States and Central Europe taught her how visuals communicate across cultures and how identity can often be felt before it is spoken. Today she works internationally, collaborating with founders, businesses, and personal brands seeking clarity and refinement in how their brand appears in the world.
Before establishing Sincère, Kristi’s career moved across the worlds of beauty, wellness, elite sports, and public-sector development. Her experience includes work in cosmetology and sales management, leadership roles within international wellness tourism at an Olympic Training Centre, and managing seven-figure procurement and European Social Fund projects.
She holds a Bachelor’s degree in Sports and Leisure Management and a Master’s degree in International Business Administration, which strengthened the strategic perspective she brings to every project. Alongside her professional work, she further expanded her expertise through web design studies, deepening her technical understanding of digital environments and user experience.
Kristi is known for her intuitive approach to design and her ability to translate complex ideas into clear visual direction. Clients often describe her as both deeply creative and highly strategic, someone who is easy to collaborate with, focused in her process, and fully invested in the success of each project. This combination of intuition and structure allows her to guide brands toward identities that feel both authentic and purposeful.
Today Kristi lives in Finland, surrounded by nature and stillness that support her creative process. Movement, travel, literature, and art remain constant sources of inspiration. These influences continue to shape her aesthetic language — refined, intentional, and emotionally resonant.
At its core, Sincère exists to help brands express who they truly are. When visuals carry a story with clarity and intention, they have the power to move people long before words arrive. For Kristi, creating is not simply a profession, but the way she serves.
Our TeamGreat work is rarely created in isolation. We deeply value collaboration with creatives whose aesthetic sensibility, professionalism, and way of working align with our ethos.
Rather than a large fixed team, Sincére operates through carefully chosen partnerships. Each partnership is chosen intentional. This approach allows Sincére to remain focused, flexible, and deeply aligned while offering clients access to a refined creative circle that supports the vision with integrity and expertise.
Delve into the Founder’s Journal
Explore sincerely written thoughts on creativity, brand identity, lifestyle, and the moments that inspire design work — from travel notes to ideas that shape each collection.