One way of thinking, many forms.
Four interconnected moments. Each project follows its own path, involving some or all of them.
Read
Question before deciding.
First, understanding. The context, the objectives and the needs behind the initial request — before assuming what the solution should be.
Define
Decide what it needs to become.
Positioning, narrative, priorities: the direction every later decision answers to. It can be commissioned on its own — a positioning, a narrative, a direction — before, or without, any book or identity.
For Africa Stone, one idea came before any form: matter shaped by knowledge.
Create
Give it form.
The form follows the idea. Photography, books, identities, objects or something entirely different — each project develops its own visual language and expression.
Cover photographRIBA Journal
ALX
ExhibitionSiza — Pedro Cardigo
Cover photographAJ
ExhibitionTokyo
Latent Scenes
Direct
Carry it into the world.
Creative direction continues beyond conception. Guiding decisions, coordinating disciplines and ensuring that the original vision remains coherent throughout implementation — whether developed by Aaltro or by others.
