Aethel
A luxury brand identity for a London creative collective
Overview
The Aethel Collective is a London-based group bringing together artists, designers, and architects under one roof. They needed a visual identity that felt timeless, understated, and unmistakably premium — something that would hold up in both gallery and boardroom contexts.
The Challenge
The collective had a strong creative voice but no cohesive visual language. Their previous materials ranged wildly in style, undermining the premium perception they needed to attract high-value commissions and institutional partnerships.
Process
Brand Discovery
A 2-day immersive workshop with the three founding members to uncover values, competitive positioning, and the long-term vision for the collective.
Concept Development
Developed 3 distinct creative directions, each with a full moodboard, typeface selection, and palette rationale. Refined the chosen direction through 4 rounds of co-design.
Identity Design
Designed the logotype, full color system, typography hierarchy, a geometric pattern library, and an illustration style. Produced 20+ branded asset templates.
Brand Guidelines
Produced a 48-page brand guide covering every application: digital, print, environmental signage, social media, and motion — with rationale for every decision.
Solution
I built a restrained, editorial identity anchored in a custom logotype, a deep navy and warm terracotta palette, and meticulous typographic rules. Every touchpoint — from embossed business cards to event collateral — was designed to feel curated, considered, and gallery-worthy.
Results & Outcomes
Brand launched to a sold-out opening event
Featured in Wallpaper* and Dezeen within 3 months
35% increase in inbound commission enquiries
Design Week Award shortlist (Brand Identity category)