Keyona is a young jewellery brand focused on silver jewellery, built for a digitally driven audience. The brand operates in a highly competitive online market in India, shaped by rapid growth and dense category presence. The initial requirement was to create a clear and distinctive position that could help Keyona stand out while remaining relevant to modern consumers.
This phase marks the beginning of Keyona’s positioning journey. It sets the groundwork for future communication, product storytelling, and brand growth in the online jewellery space.
From strategy development to identity creation, this phase established how Keyona presents itself visually and verbally. The work involved shaping the brand’s tone, typographic identity, visual mood, and overall direction, ensuring consistency across all initial touchpoints.
Identity Development
The concept focuses on a custom typographic identity.
The word Keyona is crafted in fluid, minimalist custom letters, giving it a distinct and contemporary feel. The custom design of the letters is intended to resonate with modern trends and appeal to the sensibilities of today’s audience, giving the brand a unique and recognizable visual presence.
The standout feature of the logo is the letter O, which has been shaped into an ornamental form. While it is not a literal shape of ring, the treatment carries the essence of jewelry, making the logo directly relatable to the brand without being overly literal or product-specific
The typography is balanced and spacious, designed to work across all scales, from subtle engravings to large signage. The ornamented O also has the potential to function as a shorthand brand mark, serving almost like a signature detail.
The logo is more than just an image. It is a pure expression of the brand and serves as the primary identity, carrying significant weight in the brand’s overall communication.
The Keyona logo uses strategic spacing based on the proportions of the letter e. This letter has also been used to measure and maintain consistency across all four corners of the logo, ensuring balance and harmony in the design.
The indirect representation in the logo is the letter O, which is subtly ornamented to suggest the form of a ring. This detail also follows the same proportional guideline using the letter e, maintaining a consistent and structured approach while adding a refined nod to the brand’s connection to jewelry.
Project Positioning
The objective was to position Aatmantan as a distinctive, modern, and premium residential project that cuts through the clutter of a saturated market and appeals to an audience seeking meaningful living and sheer luxury.
Aatmantan’s core idea — the alignment of atma (soul), mana (mind), and tann (body) — served as the foundation for the overall project experience, influencing both its visual language and communication strategy. This principle shaped every aspect of the project’s expression, from the tone of voice to the identity system, spatial narrative, and lifestyle portrayal.
Tone Of Voice
AN ICONIC MASTERPIECE
An Iconic Masterpiece defines the tone of voice for Shankus-Aristo’s Aatmantan: bold, elevated, and unmistakably premium. As a 100mtrs flagship development, the language conveys both stature and restraint, deliberately avoiding excess. Every touchpoint subtly reinforces the vision of refined living. The tone carries a profound sense of sophistication and strength, aligned with the high standards expected from Shankus-Aristo’s premium line.
THE ICONIC 100 MTRS
Aatmantan is part of Shankus-Aristo’s prestigious 100mtrs development category, a mark of height, ambition, and uncompromised quality.
These landmark projects are built to stand taller, not just in form, but in experience and intent. The 100mtrs standard doesn’t just shape the skyline; it defines how premium living is imagined. Aatmantan carries this vision forward with clarity, scale, and purpose.
Color Palette
Outdoor Campaigns /Â Billboards
We successfully executed a series of Teaser and Reveal outdoor campaigns for Aatmantan, bringing the project’s tone of voice to life, particularly with the powerful positioning of “The Iconic Masterpiece.” The campaigns captured attention and significantly boosted both the speed and volume of enquiries.
The design was bold and dramatic, incorporating the project's façade (elevation) on the billboards, creating a striking visual impact that sparked curiosity and intrigue.
The outdoor campaign ran throughout the timeline, maintaining momentum and consistently attracting attention, further solidifying the project’s presence in the market.
Reveal Campaigns
Reveal Campaigns
Brochure
In the initial discussion, the client made it clear—they didn’t want just another regular brochure. Back in the studio, we took that seriously, choosing premium materials like faux croc-leather fabric, CNC-cut impressions, and high-grade paper stock. The layout extended Aatmantan’s tone of voice with dramatic visuals, high-quality 3D renders, and precisely detailed floor plans.
The final brochure was placed in a matching faux croc-leather bag, featuring the same project labelling as the brochure cover — a subtle, consistent touch of class. The client was genuinely satisfied, which made the entire effort worth it.
Premium Materials & Finish
In the luxury space, materials speak before words do. Every element from the faux croc leather fabric to the CNC cut impressions and premium paper was chosen to reflect Aatmantan’s refined identity.
The tactile experience reinforces the brand’s elevated positioning and turns the brochure into more than a document. It becomes an extension of the lifestyle it represents.
Preparing for Aatmantan’s Next Phase
With Aatmantan actively under development, our involvement with the project continues to grow. As each phase progresses, we are strategically planning the next set of stories, content, and releases that will drive the project forward. Our team is dedicated to continuous brand auditing, ensuring that all touchpoints stay aligned with the evolving vision. By consistently reviewing and refining our efforts, we’re able to maintain the project’s momentum and ensure its presence remains strong, relevant, and consistent.
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