We were connected with Lida, Eva and Elpida of 10 Artists Management (10AM) during the summer of 2019. 10AM is a boutique agency that represents the best photographers, stylists, makeup artists and hair stylists in Greece. On top of providing stellar imagery and motion for the fashion industry, 10AM also offers services in production.

Lida and her team had already built a strong presence in Athens, establishing their company as a leader in the creative industry. Beyond their creative services, 10AM has also created 10AM Lofts—a collection of elevated spaces in downtown Athens available for film-photo productions, events, dinners, exhibitions, residence and other collaborations.

10AM approached us to help further solidify their brand and refine their visual direction, one that correctly reflected the impressive reputation they have already built.

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Wordmarks for 10AM's additional components, 10AM lofts and 10AM hydra house
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Business card and envelope design
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Circle sticker

Branding

Working with the 10AM team, we aimed to achieve a brand identity that would be closer to their current brand, while showing a maturation and refinement that was reflective of their brand’s growth.

Hence, we set out to find a sans serif that offered the same modern and neutral tone of voice as the classic Helvetica (currently used in the brand), while offering a new level of refinement in the typeface. Untitled Sans was chosen for these reasons and while it is a neutral sans serif, the refined curves of the letterforms in Untitled Sans offers a bit of warmth and approachability in its overall appearance. While this warmth is a small detail, we felt this reflected 10AM perfectly in the way they work and build relationships.

The “0” in the 10AM wordmark actually uses the letter “O” instead of a zero. As a result, it makes the word-mark more balanced, where the “0”, “A” and “M” share more equal widths.

This subtle swap allowed us to obscure the reading of 10AM, providing a more unique display of the letters. As a result, we hope it allows readers to view the letters less as the time, “10:00AM” and more as the name of an agency.

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10AM Lofts website
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Contact page on 10AM agency website
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Loft door signage

10AM Lofts

In addition to the rebrand, 10AM asked us to help refine their agency website and redesign their 10AM lofts website. Taking into account the general structure of the 10AM agency website, we aimed to bring those elements into the 10AM lofts site to create an overall consistency between the two websites, while offering a unique design to the lofts site. A two-column structure is used on most pages to allow the photos of 10AM's loft interiors to be shown at larger sizes—making the visual experience more immersive for the viewer.

To see the website, visit:
www.10amlofts.com

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Sector
  • Identity
  • Print
  • Web

    • Location
    Athens, Greece

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