Brand Strategy & Positioning

The brand ethos for Amani Resort was centred around peace, sustainability, and a deep connection with the surrounding environment. Amani, inspired by the Swahili word for peace, informed the creation of the resort’s identity. The brand positioning focused on providing a tranquil escape for high-net-worth individuals in a growing market, blending modern luxury with nature’s beauty. I collaborated closely with the founders to create a brand that communicates exclusivity and a commitment to eco-friendly, sustainable development. The overall message is one of serenity, luxury, and responsible living.

Brand Naming & Symbolism

The name Amani was chosen for its direct meaning of peace, an essential theme that would influence the resort’s brand and design philosophy. I created the signature brand icon as an abstract representation of the Swahili symbol for peace, visually reinforcing the tranquil and sustainable ethos of the resort. The icon is designed to be fluid and natural, representing both the calm and the organic connection between the brand and its environment.

Visual Identity & Brand Theme

The visual identity for Amani was crafted to evoke serenity and luxury. I used earthy tones for the brand colours, reflecting the natural landscape of Accra and aligning with the brand’s commitment to sustainability. The logo was designed with organic typography, which feels free-flowing and connected to the environment. This choice complements the resort’s eco-conscious philosophy and gives a sense of relaxation and harmony.

For 23 by Amani, the logo was inspired by the structure of DNA, specifically the 23 pairs of chromosomes that form the foundation of life. This symbolises the development's core values of growth, family, and harmony. The sub-brand represents two exclusive luxury residences, offering a private and serene living experience in perfect harmony with nature.

Sustainability & Environmental Design

Sustainability was a key consideration in the design and build of both the resort and residences. The project was developed with the environment in mind, focusing on using local materials and integrating climate-smart energy solutions. These environmentally conscious choices were reflected in the brand’s visual identity, creating a seamless connection between luxury, sustainability, and nature.

With the brand identity in place, Amani Resort is now poised to become a premier destination for affluent individuals in Accra, offering a blend of tranquility, luxury, and sustainability in one of Africa’s most exciting emerging markets.