Nemesis is a brand consultancy and creative studio working across strategy, language, creative direction and cultural research.

Our work is deeply culturally informed and uniquely cross-disciplinary. We help our clients cut through to audiences in a crowded landscape with power, style, and clarity.

Our clients range from emerging technology protocols to established consumer and luxury brands. We are based in Berlin, Los Angeles, and New York.

Get in touch at info@nemesis.global


Brand Strategy
Articulating the who, what, how and why at the heart of the brand. Distilling vision and values. Positioning the brand in its competitive landscape and the world at large.

Language and Communication
Developing key brand narratives, tone of voice, taglines and a system of codes and best practices for communication and marketing. Product naming and naming systems.

Creative Direction
High level creative direction across different mediums: graphic design, UX, art direction, sound and more. Execution of design strategies in collaboration with a pool of world class creative talent.

Cultural Research
Provocative, actionable research on vectors of change across consumer behavior, cultural codes, communication and more.

Get in touch at info@nemesis.global to see what we can do for you.


Art Basel, Baggu, Buffy, Delv, Hermès, Louis Vuitton, MTV, Nike, Nina Protocol, Off-White, Open, PAN, Red Bull Arts, Rimowa, Samara, Sector Finance, The Serpentine, Sub, Supreme, Urbit / Tlon, True Religion, Virgil Abloh, Yearn DAO.


Emily Segal is a Los Angeles -based brand strategist, trend forecaster, artist, writer and founding partner of Nemesis. She also runs Deluge Books, an experimental literary press, with collaborators in New York and Los Angeles.

Previously she co-founded the trend forecasting group K-HOLE, the collective best known for coining the term normcore. K-HOLE’s free PDF trend reports on the nature of millennial change were downloaded half a million times and their work has been presented at galleries and museums internationally, including the Serpentine Gallery and MoMA PS1. Vogue called them “pop culture’s favorite trend forecasters.”

As an internationally recognized expert on brands and cultural change she was named one of Fast Company’s 100 Most Creative People in Business and served as a member of the World Economic Forum’s Global Agenda Council on the Future of the Consumer Industries. Emily’s first novel, Mercury Retrograde, was published in 2020 and was a New York Times Editor’s Choice.

Martti Kalliala is a strategist and designer, originally educated as an architect. He is half of the acclaimed electronic music duo Amnesia Scanner and an advisor and contributor to a number of entities developing technology for new creative economies.

He’s the author of many essays on culture, technology, and design, published in Harvard Design Magazine, Kaleidoscope, Flash Art and others. In a previous life he worked for OMA in Rotterdam.

Lucas Mascatello is an artist, writer, and strategist. Along with Richard Turley, he co founded the independent newspaper Civilization, which has been featured in The New York Times, The Guardian, Dazed, 032c and other publications. In addition to publishing books and newspapers, Civilization also produces a bimonthly radio show on NTS and engages in various other art projects.

Lucas’ writing has appeared in Interview (where he worked as contributing editor), Business of Fashion, Buffalo Zine, Kaleidoscope, Dazed, Ssense, Highsnobiety and several other publications.