Illustrator, Photoshop, Figma
Aletheia - Brand Identity
Aletheia was a branding and identity project developed as part of my Graphic Design I class, where the brief was to create a pitch deck and a logo/brand identity system for a fictional brand of our choosing. The goal was to define a clear brand concept, visual direction, and narrative that could be presented as if pitching to stakeholders or clients. I chose to create Aletheia, a contemporary boutique hotel in Mykonos, as a way to explore how place, culture, and atmosphere can shape a cohesive visual identity.
The project began with research into well known hotels and hospitality brands, focusing on how competitors use logos, color, typography, and symbolism to communicate luxury, calm, and location. Alongside visual research, I considered the practical needs of a hotel brand, identifying where the logo would need to live—such as signage, amenities, digital platforms, and environmental applications. This helped ground the concept in real-world use rather than purely aesthetic decisions.
From there, I explored a wide range of name ideas rooted in Greek language, mythology, and meaning, looking for something that felt timeless, approachable, and culturally relevant without being overly literal. The name Aletheia, derived from the Greek word meaning “truth” or “unveiling,” stood out for its subtle depth and its alignment with the idea of openness, ease, and authenticity. In parallel, I produced over 100 logo sketch concepts, experimenting with symbols, letterforms, and abstraction to find a mark that felt both contemporary and rooted in Greek heritage.
Logo Design & Identity System
Logo Design & Identity System
Logo Design & Identity System
The final logo emerged from refining these sketches into a mark that balances symbolism and simplicity. Inspired by the olive tree and integrated with a contemporary letterform, the logo represents what is genuine and naturally beautiful. A signature blue was introduced as a core brand color, reflecting Mykonos’ iconic waters and sky while reinforcing the hotel’s calm, understated character. Typography and visual language were developed to feel relaxed yet intentional, supporting the brand’s overall tone.
With the identity established, I applied the logo and visual system across a range of brand touchpoints, including signage, print materials, digital interfaces, and environmental elements. These mockups were used to test the flexibility and consistency of the identity in realistic contexts, ensuring it could scale across both intimate and high-visibility applications while maintaining its personality.
The final deliverable was a pitch deck that brought together the brand story, visual identity, and applications into a cohesive narrative. The deck was designed to communicate not just how Aletheia looks, but who it’s for, what it represents, and how it would exist in the real world, presenting the brand as a fully realized hotel concept rather than a standalone logo.
