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.

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.)

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.

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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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The pocket-sized paperback features illustrations and photographs by Londoners and adopts a deliberately critical stance towards high-rise housing. In response, Marlon Tate was tasked with ensuring the publication maintained a sharp, contemporary look and feel. The design and art direction draw inspiration from 1960s political manifesto pocket books. The cover references tall buildings and protest placards, employing visual language that reflects both the polemic intensity of public demonstration and the schism between opposing viewpoints.

To further develop the political manifesto concept, the heavyweight display typeface Marche was selected. The book is printed in two Pantone colours—green and purple—with the same colours applied to the sprayed page edges. All interior content is rendered in black and white or monochrome purple, evoking the DIY xerox aesthetic historically used by protesters and squatters to disseminate ideas and manifestos.

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When it came down to promote our creative services, our objective was simple: tell journalists, clients, and rival agencies who we are and what we do. Instead of creating a standard PR folder, we created vacuum-sealed “space bags,” inspired by NASA food packaging. A physical, immersive story that positioned Marlon Tate as the first creative agency with offices in space, while spotlighting our real superpower: storytelling. Inside each bag was The New World Times — a completely fake newspaper packed with fictional news (that we wrote), fictional ads (that we made) for fictional products (that we wish they had existed). Readers could check the weather on Mars, read an “exclusive” interview with our creative director, Nikos Georgopoulos, about running an interplanetary agency, and dive into ridiculous stories like Rorry Ross, the flamboyant CEO of Open Planet, launching a space-age mood stabiliser called Moondyz. According to the overexcited (fictional) writer of the article, Moondyz has revolutionised space travel, saving travellers from missing performances at the Galaxia Opera Centre or posh dinners at Hilton Loona due to rocket-induced breakdowns. Side effects? Minor. Mostly just electric-blue hair for five days. Worth it.

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By considering the above, we positioned this place as a flourishing community at the intersection of contemporary urban and suburban living. We created a brand narrative that highlights one simple truth: this is the ideal place to live. Our first step was to name this exciting place ‘Paradise Quarter’ to reflect its scale and strategic ambition. Our concept was to make everything look ‘paradesian’ and pop, aiming to resonate with the audience, consisting of young families and first-time buyers. Drawing upon visual language often associated with paradise, we constructed fluffy cloud messages to evoke the ‘paradesian’ feeling that naturally, effortless living would evoke. The campaign launched with a small plane flying around Athens with a banner featuring the tagline ‘Effortless living forever’, positioning Paradise Quarter exactly where it is meant to exist; in the sky. Following this guerrilla marketing stint, the number of people discussing it and documenting it on social media grew rapidly, leading to high numbers of people visiting the website and the marketing film that we created. One week later, we launched the print campaign in newspapers, OOO, as well as digital ads on websites and social, expanding on the narrative. We also designed and art directed the marketing brochure, hoarding, and pavilion filled with plants and water fountains.

Aiming to avoid the slick branding typical of new developments & smart living, every creative decision that we made, was carefully orchestrated around our narrative responding to a simple question – ‘how does it feel to live in Paradise?’.

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