Editorial Direction for Aēsop Foundation
In collaboration with the creative agency Justified Studio, set the editorial direction for the Aēsop Foundation, shaping a clear and purposeful expression of its philanthropic vision, including the launch hero film.
Challenge
A foundation in need of its own distinct voice.
The Aēsop Foundation was created to champion the power of storytelling as a force for cultural and social change. It required an identity that could communicate its vision with clarity and gravitas, while remaining aligned with the Aēsop brand. The challenge lay in balancing restraint and elegance with the empathy and accessibility of a philanthropic initiative — creating distinction without disconnection, and carving out a space where its purpose could resonate authentically.
Solution
We built a system where words carry weight.
Worked with Aēsop to develop a visual and editorial direction for the Foundation that embodies its philanthropic mission. The identity is rooted in language, allowing words to take centre stage and convey the power of storytelling. This is balanced by a refined visual system that carries Aēsop’s quiet elegance while introducing a softer, more empathetic tone. From typography to editorial design, each element reinforces the Foundation’s role in creating cultural impact through narrative.
Results
An identity that communicates purpose with clarity.
The Aēsop Foundation emerges with a distinct yet connected identity — one that speaks with both elegance and humanity. The direction allows it to stand as a credible philanthropic organisation while remaining connected to the wider Aēsop world. By balancing clarity with empathy, the Foundation communicates its mission with greater precision, building trust and resonance with the communities it seeks to support.