The Purest
advice

Meet our client

Athar Husain Khan

Here’s how we helped Athar Husain Khan with a brand new identity for his consulting company The Purest Advice.

The Purest
advice

Meet our client

Athar Husain Khan

Here’s how we helped Athar Husain Khan with a brand new identity for his consulting company The Purest Advice.

Athar's
Challenge

Athar Husain Khan has been involved in European and international aviation for over 20 years. A lawyer by training with experience in various fields of law he has enjoyed a wide and varied career in both the private and public aviation sector. Next to his job as Secretary-General of the EBAA he set up his consulting company ‘The Purest Advice’. Advice was given before there was a visual identity and after a few years it was about time…

Background

The Purest Advice is a consultancy & management bureau which delivers solutions for problems in modern-day society. An inclusive approach with a focus on economics, ecology and human rights.

On both a national and international level Athar connects different parties. The Purest Advice is mostly experienced in the fields of aviation, transport, politics, culture, education and science.

Background

Our
strategy

In the first sessions we talked about what The Purest Advice is and what it stands for. What does Athar wants to point out in his identity? From these talks we extract the brand values and visual clues. Brand values include amongst others: independent, corporate and thrustworthy while visual clues come from ideas such as: connection between east and west and subtlety.

First
Sketches

Based on this knowledge we started to sketch and research how we could turn these ideas into a visual identity. We tried to explore different directions. We started out with literal ideas and slowly turned to more abstract ones.

As a consultant Athar advises his clients on all kinds of problems and helps them find a solution. Imagine a blurb of entangled lines. A consultant helps to smooth this out in a straight line. This was a blurb before but now the lines form a neat A, the A of Athar and Advice.