Aaron and Samantha Edwards - founders - THE CHARLES GROUP

Aaron and Samantha Edwards are a sibling entrepreneurial duo based in New York City, best known as the founders of THE CHARLES GROUP, a premier, strategy-first creative agency. The Charles Group Founded in 2011, The Charles Group has grown into an award-winning agency with offices in New York, Chicago, and London. The agency is known for its focus on high-end luxury, lifestyle, and financial services brands, including Cartier, St. Regis Hotels & Resorts, HP, Boston Consulting Group (BCG), and Estée Lauder. Creative Philosophy: The siblings share a "Brandformance" philosophy—a term coined by Aaron to describe the fusion of high-level brand strategy with performance accountability. Aaron Edwards Co-Founder & CEO Aaron brings an analytical and financial rigor to the creative world. Samantha Edwards Co-Founder & Chief Creative Officer Samantha is the creative engine of the duo, focusing on narrative, design, and "sincere" storytelling.