ABOUT

The Brief
Aldo Kane is not a conventional public figure. A former Royal Marine sniper turned expedition leader, author and high-performance coach, his career spans extreme environments, global expeditions and media exposure on Disney+ and Apple TV. The challenge was to create a distinctive identity system that could capture that depth of experience and translate it into a cohesive, ownable and scalable brand system across publishing, coaching, speaking and digital platforms.

Concept
Our strategy was to move away from the expected visual language of corporate leadership and instead build an identity rooted in exploration and human adaptability. Drawing inspiration from the golden age of discovery, from the imagined worlds of Jules Verne to the real-world expeditions of Jacques Cousteau, we crafted a visual identity that feels nostalgic, grounded and quietly bold.

Execution
At the centre of the identity sits an octopus: a symbol of intelligence, adaptability and resourcefulness. This is encased within an octagon representing Aldo’s eight pillars of learning, the core framework that underpins his coaching philosophy and authored content. A globe motif reinforces his global expeditions and perspective, while the Larken typeface provides a refined editorial tone with a subtle nod to his Scottish heritage. The illustration style and monochromatic palette leans in to a bygone era of science and exploration influences.

The identity balances storytelling and structure. It combines symbolic depth with a restrained and editorial aesthetic that avoids corporate clichés. The system is designed to work across long-form content (publishing), short-form digital engagement and live environments (events and speaking).

Results
The identity gave Aldo Kane a clear and differentiated brand presence in a crowded space spanning leadership, performance and publishing. It established a more cohesive platform for his speaking, coaching and authored content, helping shift perception from individual adventurer to broader thought leader. Most importantly, it created a scalable framework that can grow with the brand across future content, partnerships and commercial opportunities.