Aman brand identity evolution, creative strategy and ongoing brand stewardship.

Throughout an eight-year creative partnership with Aman, our work has shaped a distinct and enduring evolution of the brand, respecting and building on its established identity foundations; developing from corporate hospitality and expanding into a sector defining and ultra-luxury lifestyle brand.

During this time we have created new and elevated expressions of Aman brand values, encompassing:

• The refinement of the master brand identity, including new brand standards in typography and layout design across all brand areas including Aman Residences, Retail and Club;
• A refreshed brand guideline including an enhanced and comprehensive brand art direction for film & photography;
• Redrawn logos reflecting the storied heritage of original Aman properties, renewed colour palettes and material standards for both master brand and individual properties, inspired by the natural world;
• A new narrative-led strategy to marketing campaigns, brand communications, printed collateral and publications; sensitively showcased in our design and art direction for the Aman ‘Places of Peace’ book;
• A re-imagined and immersive digital experience; new aman.com website designed to encapsulate the values of the brand and the refinement of our evolved identity, a meticulous page-by-page art direction to dream and escape into, and 'Meditations'—an editorial concept comprising the personal moments of eloquent wordsmiths and photographers captured during their journeys to Aman;
• An expressive identity and creative strategy for the brand's new global Aman Club programme, including a new Private Office concierge service;
• An expansion of the brand food and beverage offering, and beyond hospitality into ultra-luxury lifestyle, retail products and gifting merchandise.