Aspitha is a consulting business with a strong background in military experience and deep rooted Greek heritage. We wanted to create a brand identity that supported their ongoing growth and range of services, including mentorship, consulting, workshops and coaching.

The overall style is strongly linked the Ancient Greece, with a personal link to John’s family through the incorporation of a simplified illustration of a phoenix from his family crest. The tagline is linked to the hoplite shield, where the values of Ancient greek soldiers were literally written on the shields they stood behind. The hoplite shield was also the inspiration for the brand patterns and logo icon. The overall textured, grungy style of the logo variations is a nod to the 30 years of experience John has in the military, a unique selling point he has to offer his clients.