Concept Project / 2014
Aten
Brand image for a fictional company
A fictional European skateboard and urban fashion brand. The project involved defining the brand’s values and philosophy, developing its visual identity, and exploring its application across products, retail environments, and communication materials.
Overview
Aten is a fictional brand concept focused on skateboard culture and urban fashion, envisioned for the European market. The project explored how to build a distinctive and coherent brand identity that could connect with the culture and lifestyle surrounding skateboarding and streetwear.
Development
I experimented with different visual directions, exploring logo concepts, color combinations, and graphic elements. Then, I selected a design direction that best represented the intended character of the brand and developed it into a cohesive identity system.
The Solution
The final outcome was a complete brand identity concept for Aten, bringing together its logo, color palette, brand values, philosophy, and supporting graphic elements. Rather than presenting the identity as an isolated logo, the project demonstrated how the visual system could extend across multiple brand touchpoints.
Applications included retail signage and store branding, business cards, branded products, and shopping bags, illustrating how the identity could be adapted to both physical products and commercial spaces. Together, these examples formed a cohesive brand showcase, demonstrating the potential of Aten’s visual language and how it could be developed into a broader brand experience.
