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aretee


brand identity

2024

branding for a strategic design and futures co-creation consultancy working with organizational leadership to create intentional and meaningful systems, services, spaces, and experiences.

drawing inspiration from the ancient Greek concept of "arete," meaning excellence or virtue, the Aretee brand combines sophisticated and contemporary design elements to create a sharp yet approachable visual identity. The logo features the wordmark "Aretee" in Arizona Serif, a high-contrast typeface with distinctive pointy serifs and dramatic stroke variations. Above the wordmark sits a bold horizontal bar, serving as both a pronunciation guide and a dynamic accent as a nod to the founder’s french canadian heritage.

Duochromatic imagery in a cool and refined pairing of lilac blue and light grey complements the bold and confident typography, further expressing the brand’s grounded and optimistic spirit.

duy Pham is a Vietnamese Canadian graphic designer and art director, originally from Saigon and currently based in New York.


he specializes in brand identity and environmental experience at the nexus of contemporary culture and new technologies.


duy previously worked at design firms 2x4 and Local Projects in new York, and Bruce Mau Design in Toronto.


he holds a BFA in Computation Arts from Concordia University in Montreal.


Duy is also a passionate collector of comme des garçons and objects of curiosity.


for commission and collaboration, or to say hi:
duyphamk@gmail.com