Through the Air, Fire,
Water and Earth!
- Project: Air, Fire, Water and Earth
- Client: Aetho
- Date: August, 2021
- Deliverables: Visual Style Guide
“Aetho is to be alive, to me it so important that we recognise the importance of burning desire. My name derives from the greek word Aitho that simply translated means “I burn” and is the meaning behind the name of the always active volcano Etna on Sicily.” – Aetho
We were thrilled to take the lead in shaping the creative direction and crafting a distinct brand identity for our friend Aetho, a prominent Pop music artist. Aetho gained significant recognition through her collaboration with Franky Wah on the track ‘Should Have Seen It Coming,’ released in 2021.
Awakening the burning desires, buried deep within us.
In order to ignite emotion in others, in order to provoke true form, we must start with ourselves. Awaken our own burning desires and the warmth from that fire will be felt.
Aetho approached us with a specific objective: translating her musical journey into a visual narrative while establishing a robust identity for her artist persona, ‘Aetho.’ This brand identity would serve as a digital introduction and handshake for potential producers. Our journey began with the creation of a captivating logotype and a collection of meticulously designed presentation slides, encapsulating Aetho’s musical evolution and background.
Turning Dreams into Reality.
Aetho’s style of music encompasses a range of soft vocals accompanied by thoughtful lyrics that embody a strong sense of character. The images we perceive, pulsate a deep desire to express the burning emotions buried deep within the soul waiting to be released.
By identifying the theme of Aetho’s musical persona, we were drawn to pursuing a creative style that was contemporary and modern yet with an influence on traditional artistic expressionism. We indulged into handcrafted letterforms to produce a logotype that is inspired by traditional typography and artistic shapes to develop unique letter compositions.
the Beauty of Simplicity..
The logo design features an elegantly handmade italic serif type, interwoven with gracefully curved elongated shapes. This synthesis achieves a harmonious equilibrium between strength and a liberated essence, a reflection of Aetho herself. Our title selections convey boldness and vigor, counterbalanced by clean and subtle descriptions. The dynamic use of red hues emanates a robust essence of energy and resilience.
In terms of layout, we drew inspiration from the Swiss Design Style, a movement renowned for its disciplined grid structures complemented by elements of asymmetrical hierarchy. This fusion yields a presentation that is both clean and creatively compelling.
