Aman Hotel and Resorts
CLIENT // Aman
LEADERSHIP // CREATIVE DIRECTION // ART DIRECTION
CONCEPTS // DESIGN // ART WORKER
As Creative Lead, I managed a team of 4-5 designers and collaborated with agencies to ensure brand consistency across both new and existing Aman properties. I reassessed logos, color schemes, and overall brand identity to maintain a cohesive look while respecting the individuality of each of the 35 properties. This branding process included defining logos, selecting property-specific colors, and applying these elements to all collateral, such as signage, menus, brochures, packaging, and stationery, to meet the unique needs of each property's ownership.
Organic Social Design
LEADERSHIP // CREATIVE DIRECTION // ART DIRECTION
Organic social media is a powerful marketing tool, allowing us to connect with our audience quickly while reinforcing the Aman brand and aesthetic. Each of Aman’s 35 properties has its own social media handle, alongside the main Aman account, all managed by a small team. To maximize the platform's potential, we created versatile templates that maintain the Aman visual style, ensuring each post is unique yet cohesive within the brand narrative.
Paid Social
LEADERSHIP // CREATIVE DIRECTION // ART DIRECTION // LAYOUT & DESIGN
Aman, known for its discreet brand image, shifted after the pandemic to explore paid social media advertising on Meta. Previously handled solely by the digital marketing team, I re-evaluated our ad structure to enhance top-funnel marketing. The challenge was capturing potential guests' attention within the first three seconds. This involved crafting a brief, emotive headline, a location slug, a concise sell, and pairing it with a striking image that complemented the text and aligned with the ad's content.
