Driven to translate the pleasures of the printed page to digital, Kiki Müller founded Aaino—a carefully curated home for content that inspires, amuses, and connects. The platform highlights remarkable places, tangible objects, and notable people for an intellectually curious and aesthetically attuned audience. Fundamentally dynamic, the Zurich-based brand will continue to live and grow alongside its global community.

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The project began when our partners at W—E studio worked with Kiki to craft Aaino’s dynamic brand identity. They developed the brand architecture and DNA, forming the foundation for Aaino’s “look and feel.”

In collaboration with W–E studio, we were tasked with bringing this brand identity to life through a full-scale, digital editorial platform. We sought to create a responsive site that would ground the brand expression, account for specific functionalities and features, and lay the groundwork for an evolving, scalable site with custom CMS.

Aaino releases its handpicked content through periodic “edits”—akin to the issues of a magazine. A key challenge of the process involved designing a visual rhythm for the site, which could highlight each edit while remaining easy to navigate over time. We wanted the reader experience to feel as effortless and pleasurable as flipping a printed page, and for the site to reflect the passion underlying the project. 

We landed on a design that presents the current edit immediately, taking over the homepage. Feature stories are prominently positioned, while smaller pieces provide visual accents. Text and image filters allow Aaino readers to explore the archive of edits as they accumulate.

Inspired by Aaino’s attention to detail and craft, the site incorporates several subtle but effective ways to incorporate the brand identity into the site design. We’re particularly delighted by our use of Aaino’s shorthand logo, which features a dot above the letter A. As you read, scrolling down the page, the dot will move around the letter, accompanying your progress and upholding the brand’s commitment to finding beauty in all things.