We conceived, wrote and art directed a coffee-table book built around a collection of imaginary letters from a future shaped by Lamda Development. We approached the book as a cinematic storytelling experience, constructing a narrative journey through imagined futures — building characters, emotions and moments of possibility to bring the vision to life. Featuring handwritten blue scrawl throughout, the book centres on The Ellinikon — Lamda Development’s flagship development project transforming Athens’ former International Airport into a next-generation smart city on the Athens Riviera, spanning an area three times larger than Monaco.

Through a series of imagined futures, the book explores how Lamda Development’s projects can shape people’s lives for generations to come. Each chapter begins with a fictional letter written by someone’s future self and sent back to the present — a personal message of reassurance and a promise that they “will make it”.

The letters tell stories of ambition, achievement and possibility inspired by the places Lamda Development creates. One letter to Dimitris recalls how a visit to the Athens Olympic Museum at Golden Hall inspired him to pursue athletics, eventually leading him to win a gold medal for Greece at the 2032 Winter Olympics. Another to Katerina reflects on how seeing her first film at The Mall Athens sparked a career in the film industry.

Together, these imagined futures reveal the lasting impact of Lamda Development’s vision — showing how thoughtfully created places can unlock potential, inspire ambition and shape generations to come.

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For Issue 5, the theme Roots became an opportunity to explore heritage through a contemporary perspective. We created a cover pattern inspired by traditional craftsmanship from the Cyclades and the Greek mainland, embossing the composition onto the cover to create a tactile expression of materiality and memory. Inside, generous white space, expressive typography, and image-led storytelling create a rhythm that privileges atmosphere over promotion, shaping the publication as a collectible object that connects tradition with contemporary living.

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Our challenge was to honour the publication’s archival legacy while translating the experimental spirit of the 2000s publication into a radical curatorial object for 2025.

Inspired by Marcel Duchamp’s ”La Boîte en valise” and PIL’s 1979 ”Metal box”, we conceived the magazine as the Gallery’s fragmented universe in a box. Retaining the magazine’s distinctive square format, we reimagined the box not as packaging, but as the publication’s cover itself. Inside, unbound pages of varying sizes and paper stocks, folded posters, and a coloured rubber band create a tactile, modular reading experience.

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Inspired by their story, Marlon Tate created a brand narrative that positions Arid as a family of radical thinkers — a studio where intellect and empathy sit side by side. We designed a dynamic black-and-white visual identity anchored around a custom logomark that resembles both a family tree and the letter “A”. Each line represents one of the Partners and the design teams they lead. The symbol expands and contracts, forming a responsive pattern system used across the visual identity, stationery, letterheads, envelopes, and more.

Our partnership with Arid extends beyond branding. We support the practice with social media content strategy, creative direction, motion graphics, website design and development, and widescreen presentation templates. We also developed a thoughtfully curated employee welcome pack — presented as a lunchbox — because families don’t just work together; they eat together too.

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Our solution was a fresh creative brand platform: “The Obvious Guide to Driving Excellence.” We launched a digital campaign built around a series of faux driving rules that blended the bizarre with the blatantly obvious. Each script combined irreverent humor with sharp cultural insight. Each rule was brought to life as a short “how-to” film, styled after cult VHS tapes and narrated by the velvety voice of renowned actor Renos Haralambidis.

Each film combined imaginative storytelling, playful direction, sharp editing, and a retro visual aesthetic, supported by a full omni-channel rollout. The campaign dropped three hero spots through the end of 2025, smashed past 10 million TikTok views, and sparked a 25% surge in brand awareness and business leads.

Rule 1: Don’t drive with your boxing gloves on (If your car is terrible, punching it won’t help — but you can always lease a new one from us.)
Rule 2: Don’t recite Einstein to your car (If it isn’t smart already, quoting physics won’t make it smarter — but you can lease a smart car from us.)
Rule 3: Don’t practice gardening inside your car (If it isn’t green already, planting flowers won’t make it greener — but you can lease an eco-friendly car from us.)

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Heritage brands occupy a unique space, but they face a recurring challenge: they are often seen as unchanging, dusty, or old-fashioned — appealing only to disconnected, elite audiences. The question was clear: how can Loumidis Coffeeshops become relevant to a new generation of TikTokers, gamers, and modern coffee lovers without alienating its loyal, mature audience?

Through a series of immersion workshops, we worked with Loumidis Coffeeshops stakeholders to capture the heritage and essence of the brand, whilst evolving it into the future.

Insight
Nostalgia became the bridge between these two very different demographics. Older customers reminisce about the 1970s and 1980s, while younger audiences gravitate toward contemporary media influenced by those decades — from Mad Men to Stranger Things, and music with retro vibes.

Solution
We reimagined Loumidis Coffeeshops by diving into the brand’s archives of 1960s and 1970s packaging and print ads. The result is a dynamic, retro-futuristic identity that positions Loumidis Coffeeshops as a love brand. The new identity introduces a modernised logo, based on a short-lived version from the late 1960s, updated for digital-friendly use and aligned with the brand’s contemporary positioning. Our creative platform, Forever and Ever, symbolises the brand’s ability to transcend generations while motion design, patterns, and colour palette reference the brand’s heritage. Working closely with the marketing team, we revived discontinued favourites like ”Louminita” and introduced limited editions such as ”Loumilk”. The refreshed identity will roll out across all touchpoints — from social media to packaging — in 2026.

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In 2024, the iconic brand turned 50 and approached us to create a celebratory brand identity and campaign. Our intention was to celebrate the brand’s heritage of 50 years of style so to reflect this, we centred the campaign’s look around a “dynamic” logo system, featuring 50 custom kinetic logo-idents that reference different styles of furniture and interior design and also nods to Moda Bagno’s role in bringing them into Greek homes. To top it all up, we developed a viral month-long campaign that encompasses 200 unique print, digital and outdoor executions plus a limited edition of shopping bags, membership cards and merch as well as a spin off publication evoking nostalgia and old internet energy. We really wanted to reference the brand’s unapologetic creative heritage by creating something that’s fundamentally off, but is also funny and superfluous.

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Marlon Tate was invited to create Isabella’s brand narrative and identity, giving the restaurant a personality as rich as its menu. We crafted a concept steeped in nostalgia and 1970s European luxury, imagining love letters, postcards, and ice cream as the restaurant’s ingredients. The identity is anchored around a custom-drawn logotype, designed to carry across all communications and tie the concept together visually.

The resulting identity is playful, sophisticated, and unmistakably unique — a place where history, style, and culinary delight meet in every detail.

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Marlon Tate’s Creative Director, Nikos Georgopoulos, started teaching at the iconic art School in late 2023. As a means to promote our collaboration with the Art School, we wrote, directed and produced a TikTok reel inspired surreal TV ad to celebrate the beautifully unexpected nature of creativity.

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Marlon Tate was invited to design and art direct the hotel’s new branding, marketing collateral, signage, and create an entirely new brand narrative — one bold enough to relaunch the property and redefine what a luxury uptown hotel could be.

The new brand narrative reflected our strategic ambition to reposition the Twenty One from a “lovely place to stay” to a cultural attraction itself. The branding is anchored around our tagline ‘luxury is your culture’ and draws upon 1960s conceptual art and concrete poetry. We produced 21 welcome videos inspired by video art installations and designed a signage system straight out of a contemporary art museum. The result? A suburban hotel that doesn’t need the Acropolis — because it became its own cultural landmark.

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