W—E studio and Decimal’s lyrical editorial platform for Aaino reads like a magazine, but only better

Writer and editor Kristin Müller created Aaino as a home for all the things she wanted to share with the world. Aaino is filled with stories of objects made by notable people, snippets of remarkable places, and personal tales from Müller’s life. Each piece of content that finds a home on the website is carefully curated to inspire, amuse and connect. At the end of the day, Aaino is a dynamic and flexible brand that lives and grows alongside its community and content. When Aaino was just a concept, Müller reached out to W—E studio to define the brand’s DNA and identity. The studio developed the elegant branding, with a sharp, stylish wordmark – along with the logo of an ‘A’ with a dot atop it – and also shaped the look and feel of the website, passing the baton to Decimal to build the editorial platform. “It’s always delightful for us to create digital experiences that have a very thought-out brand identity foundation. This was clearly one of those cases,” Guillermo Brotons, Co-founder & Creative Director of Decimal tells us. “Our job was to apply the brand identity created by W—E studio into a full-scale responsive digital editorial platform that would account for specific functionalities and features. We extended the work that they created and brought our product design and technical expertise.” For content that is so ambient and lyrical, the digital platform had to feel equally poetic, and this is something that both the studios worked towards. “The website is intended to be a digital experience that is comparable with that of a printed publication, but that utilises all possibilities provided on a screen – such as motion, sound, and animation,” says Claudine Eriksson, Co-founder & Art Director of W—E studio.