Through an iterative, research-driven process, I developed a comprehensive brand foundation for A’ori with different versions of logos. This included:
Vision Discovery: Facilitated multiple workshops and meetings with the founders to uncover their values, purpose, and long-term aspirations. Audience Research: Conducted customer interviews and cultural research into the Crete region to identify opportunities and market gaps. User Personas: Developed detailed audience personas to clarify who A’ori should be speaking to, from retreat-goers seeking spiritual renewal to wellness-focused travelers looking for authentic local experiences. Brand Direction: Synthesized findings into a clear brand identity, aligning A’ori’s story, tone, and aesthetic with the expectations of their target audience while reflecting the essence of Crete.
The result was a cohesive brand strategy and identity that gave A’ori a strong foundation ahead of launch:
Clarity of Vision — a unified narrative and positioning that reflects both the founders’ mission and the cultural richness of Crete. Defined Audience — actionable user personas and audience insights that guide marketing, partnerships, and guest experiences. Authentic Identity — branding that feels rooted in place, blending modern retreat aesthetics with the spirit of Cretan hospitality. Launch Readiness — a confident go-to-market presence that differentiates A’ori in the retreat and wellness landscape. In short: A’ori now enters the market not just as another retreat, but as a grounded, intentional experience with a clear voice and audience.
Next projects.
(2016-25©)
