Beach Club Branding

I had the great pleasure to partner up with a client on a pitch to brand a luxury beach club in Aqaba. The architect, Jaques Couelle, believed in preserving the sanctity of Mother Earth. His approach is rooted in the idea of traditional living and a return to the basics.
His work, shown below, looks like 
an extension of nature. It’s more than simply being integrated with nature. It’s made from the earth.

His point of view was so strong and unique, it had to be at the core of the story. I immersed myself in his creative process, and based the design directions on two core elements of it. The first is based on the drawings he made, which were inspired by cave markings, as a nod to the lifestyle of the caveman. The second route literally mimicked his process — he used clay to build miniature prototype of his buildings. So I used clay to build the logo, and used the textures of that process to build the visual identity.