This is the piece of the project I am most proud of, and it required real craft to get right.

The mark is a custom "ais" monogram, a ligature where the three letters flow into each other as a single continuous form. The "a" curves elegantly into the "i" which rises into the "s," and the whole thing reads as both initials and a piece of lettering that could hang on the wall of a gallery. There is fluidity to it, a softness in the strokes that matches the silk and drape of the moodboard exactly.

The sketches tell the story of how much work went into finding that form. Dozens of explorations, different approaches to how the letters could connect, before arriving at the one that felt inevitable. That sketch-to-final journey is one of the things I always want clients to see, because it shows how much a mark that looks effortless actually costs.

The monogram sits above the full wordmark "AIBYYAY" set in clean geometric capitals with precise spacing. The contrast between the flowing script monogram and the structured wordmark below it creates a visual tension that feels intentional and sophisticated. Expressive above, architectural below.