Aman brand identity development, creative strategy and brand guardianship.

Spanning more than eight years of creative partnership, our work for Aman has seen an evolution in brand identity from corporate to aspirational luxury.

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

A refinement of the master brand identity and new brand standards in typography and layout design across all brand areas including Aman Residences, Retail and Club;

A refreshed brand guideline including an elevated and expansive brand art direction for film & photography;

Redrawn and mastered property logos, 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 and led by our brand identity refinement while guided by the values and Spirit of Aman, a meticulous page-by-page art direction for viewers to escape into, and a new editorial concept of travelogue commissions from eloquent wordsmiths and emotive photographers;

An expressive identity and creative strategy for the brand's new global Aman Club programme, encompassing a new Private Office concierge service.

Aman Branding

An experience of luxurious, dramatic, and modern approach to grilling methods showcased through an open kitchen and bar environment. Drawing textural inspiration from Japanese Noren, iridescence is simulated in paper form to create an illusion of shine, transparency and smokiness; enhancing the enigma of bespoke and radiant patina visuals.

Janu Grill Branding

Merchandise concepts, production design, and marketing content for Aman's annual advent calendar.

In celebration of the season of giving and the commencement of traditional celebrations, Aman introduces a new perspective on its advent calendar gift. Each year our concept, artistic direction, and product design draws inspiration from a selected place of peace from Aman's family of destinations around the world.

↔ Images: Design details of the 2024 Advent Calendar

Design inspiration found in the views of Mount Fuji from Aman Tokyo

↔ Images: 2023 Advent Calendar, inspired by the beaux arts architecture of Aman New York's Crown Building.

Born from cultural inspiration and the breathtaking locations across the globe, we voyage – product in tow – to Aman's places of peace and capture visual stories with deep narratives of origins, elements and the senses.

↔ Images: Voyages to tranquil peaks and striking surroundings

↔ Images: Through a world of inspiration and soothing settings

↔ Images: Observing moments of splendour from dawn 'til dusk

Crafting a trophied identity for Aman's arrival in New York

Once home to MoMA in the 1920s, a new crown jewel reveals itself, painstakingly restored to offer calm in the city chaos. Originally the ‘Heckscher Building’ and tallest in Manhattan in its day, we found a treasured time capsule of inspiration within one of New York’s most majestic buildings.

From its beaux arts architecture and deco interiors, a traversed place in the city’s contemporary art scene and host to the prestigious Whitney family, we unearthed many binding ties between this latest member to join the Aman family and its kin.

Aman New York

Launch campaign for Aman's activewear and ready-to-wear collection

To roam, to rest. Set in the awe-inspiring surrounding of the Amangiri resort in Utah, we worked with photographer Chris Colls to channel a state of flow and sensuality, through an unvarnished and uncomplicated Art Direction concept to reflect moods both on and off resort

Canyon Point, Utah

In celebration of the season of giving and the commencement of traditional celebrations, Aman introduces a new perspective on its advent calendar gift. Our concepts, artistic vision, and product creations draw inspiration from one of the diverse Aman destinations in its portfolio.

Merchandise concepts, production design, and marketing content for Aman's annual advent calendar.

Wandering the serene world of Aman

Born from cultural inspiration and the breathtaking locations across the globe, we voyage – product in tow – to Aman's places of peace and capture visual stories with deep narratives of origins, elements and the senses.

Work