Monogram Debut Visual Identity

ASHYA Monogram & Visual Identity System

New York-based strategy and design agency Combo partnered with ASHYA to craft its logomark and build on its visual identity — a system meant to carry tactility, elegance, and legacy. I directed the brand strategy behind the collaboration, working with Combo to root the identity in storytelling: a monogram built to function like an heirloom, an object that holds story, personality, and culture.

The monogram is symmetrically constructed from four “A”s facing one another, as if in conversation — a symbol of communication, community, and heritage. Its pattern application, drawn from quilted and woven techniques, ties directly to the traditional textiles of the founders’ heritage, holding the brand’s legacy and its modernity in the same mark.

Campaign Images

Exploring themes of identity, the iconographic monogram design honors the historical tradition of oration, one of the earliest forms of storytelling, and a vessel between the past and present. Referencing oral tales of Anansi the Spider—an African fable from the Ashanti people of Ghana—speaks to the cultural intersections of the brand. Anansi lives in the telling and re-telling of stories through oral traditions that have traveled across the diaspora for centuries.

Research & Discovery

The identity extended beyond the mark itself — translated into postcards, packaging, and email campaign designs to carry the monogram, pattern, and brand voice consistently across physical and digital touchpoints.

Visual Identity Application