ABOUT

Evolving a once corporate uniform of hospitality’s finest into a sector defining, ultra-luxury lifestyle brand.

Under new Aman ownership, we were retained for the best part of a decade as creative and strategic partner from 2017 to 2026. Our stewardship of the brand and its identity has shaped a distinct and enduring evolution; respectfully stepping forward from inherited foundations.

Working in close collaboration with Aman teams, we have led developments and created identities for new categories inside the brand world, including the launch of Aman New York, design and content overhaul of the Aman webstie, Aman wellness products, the Aman Essentials lifestyle brand and content, and Aman Club.

Within an expansive remit, we have designed new and elevated expressions of the Aman brand, including:

— A refreshed master brand identity, including new brand standards in typography, layout design, colour and materials across all brand areas including Aman Residences, Retail and Club.

— An expanded and revised brand guideline, including a substantial and in-depth brand art direction for film & photography.

— The restoration of property logos, redrawn for new applications to continue telling the storied heritage of original Aman destinations, supported by reimagined 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 expressed in our design and art direction for the Aman ‘Places of Peace’ coffee-table brand book.

— The new Aman website; we worked with the Aman team and developer Inviqa to reimagine the brand's digital window to the world. Guided by simplicity and a new content strategy, we ensured the design intent of the updated brand identity led the development, supported by meticulous and comprehensive page-by-page art direction, offering immersive moments of quiet escape that Aman is known for.

— The brand's ethos 'A Time Beyond Place' manifest in 'Meditations'; a content strategy expansion and editorial concept comprising personal moments from eloquent wordsmiths and photographers captured during their journeys to Aman.

— An evocative and individual identity, yet unmistakably Aman, for the brand's new global Aman Club membership programme, including a new Private Office concierge service, supported by a brand and creative strategy.

— An expansion of the brand food and beverage offering, and beyond hospitality into ultra-luxury lifestyle, retail products and gifting merchandise.