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.

Aman Branding

L'Atelier Branding

We had the sweet pleasure to collaborate with Sophie Green, a London-based photographer, on a project to celebrate 10 years of her documenting the people and fleeting subcultures of the British Isles—and beyond.

Working closely together, we reviewed over 400 images to produce an edit and pagination for a lip-smacking publication, alongside its design and art direction, as well as gallery exhibition graphics.

↔ Images: Pages from Tangerine Dreams by Sophie Green.

Reimagining the brand identity of comms agency, Village

Ring a Ring o’ Roses. In 2012, Village – a Brand Communications and PR specialist – tasked us with creating a fresh identity for their agency as it ventured into new areas. Twelve years later, working closely with the Founder and Director, we have re-imagined the Village brand to represent her vision and influences: an inimitable field-rave mix of quintessential village fêtes, Wiccan casting circles and 90s acid house.

Village Branding

Creating Iigura; an identity of tradition and minimalism

The art of Washoku, a culinary tradition spanning centuries, is reimagined for Janu Tokyo. The name 飯倉 (iigura) refers to the historical area of Toranomon-Azabudai, the location of the Janu’s first property. 飯 (Rice) and 倉 (storage) make up this name. Legend has it that this name originated from an ancient granary where rice was stored and later offered to the Ise Grand Shrine.

Iigura chefs meticulously craft exquisite sushi using the freshest seasonal ingredients from land and sea. The menu designs and stationery at Iigura feature handmade washi rice paper, paying homage to the cuisine and adorned with motifs symbolising fishing lines and nets.

Tangtastic!

We had the sweet pleasure to collaborate with Sophie Green, a London-based photographer, on a project to celebrate 10 years of her documenting the people and fleeting subcultures of the British Isles—and beyond.

Working closely together, we reviewed over 400 images to produce an edit and pagination for a lip-smacking publication, alongside its design and art direction, as well as gallery exhibition graphics.

See more of Sophie’s photography here. Many thanks to Teo Della Torre and Dave Andrews for the book and event photography.

Work