Colville-Walker, Brand Consultants and Creative Direction Studio in London. Creators of the Aman Brand Identity Evolution from 2016-2024.

Aman Brand Project Includes:


Master Brand Identity Evolution

30+ Property Identity Developments

Brand Expansion, F&B and Secondary Identities

Brand Stewardship

Creative Direction and Strategy

Digital Design

Print and Publishing

Typography Design

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 and expansion of the brand; respecting and building on its established identity foundations, developing from corporate hospitality to a sector redefining 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 journey to Aman;
  • An expressive identity and creative strategy for the brand's new global Aman Club programme, including a new Private Office concierge service.
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↔ Images: Aman brand identity evolution includes typography refinement, renewed layouts and colour palettes

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↔ Images: Examples of our elevated, brand-wide art direction

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↔ Images: An art direction exploring sacred spaces and peaceful moments

Aman Club: Global membership brand identity and creative strategy

Aman Club: Global membership brand identity and creative strategy

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↔ Images: Aman Club's distinctive identity inspired by the brand's eastern origins

Redesigned digital experience with meticulous page-by-page art direction

Redesigned digital experience with meticulous page-by-page art direction

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↔ Images: Aman ‘Meditations’ editorial concept and website design

Colville-Walker
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↔ Images: A mark of expression. The fine linen cover design for the Aman ‘Places of Peace’ book

Colville-Walker
Colville-Walker
Colville-Walker
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↔ Images: Our design and art direction for the Aman ‘Places of Peace’ book

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