PROCEED
WITH
Process

A cardinal rule at the Augment HQ is deconstructing a concept to its depths.

Research is what takes our projects to a more well-informed and refined stage. The zeitgeist must shape every work we create, just as the past serves as its blueprint.

While this may be our qualitative research. our quantitative research factors in primary and secondary methodology. Our project for a new-age restaurant/hospitality client demanded careful attention to detail, elevating artistic expression while balancing commercial practicality, as this third space, a Teatro Lounge, was intended for both artists and everyday café-goers.

While carrying out a detailed study and questionnaire, we realised how uninspired restaurants have become and how participants craved for spaces that have aesthetically moved with time and that are comparable to cities across the country and globe. This led us to focus on the project's design and interiors, creating corners with distinct personalities.

BREAKUPS
& Breakdowns

Ever wondered why people say, "It's all in the details" or "Read the fine print carefully?" Because guess what, all the meat is stacked right in there. The closer you inspect our projects, the more nuanced are what they are.

A logo or typography is the window to one's brand, and first impressions are a very well-thought-out process. The beauty lies in the story and technicalities that go behind a logo or typographic asset for a brand.

With architectural firms wanting a clean, sharp yet story-led logo, the journey and elements of the company become the crucial points to begin building our base. Imagine creating a story from just a single line and trying to communicate the rest through visual orientations that essentially becomes the logo draft for the client.

Through structure, we bring definition and clarity. Structure can mean many things, from a blueprint to a plan of action. At Augment, it means concepts.

Through structure, we bring definition and clarity. Structure can mean many things, from a blueprint to a plan of action. At Augment, it means concepts.

It is almost considered taboo to begin a project without a defined theme or concept working as our guide. To conceptualise is to pause, so let's take a break to understand.

Taking the essence of a prestigious French company and translating the iconic moments and strategy to a completely different demographic did not stop us from curating an experience and story for the Cartier MENA region. From connecting the understanding of luxury from one city to giving it a whole new meaning in another, we conceptualised a Souq that spanned across 2 days. From interactive sessions ranging from cinema to art, we also curated historic walk-throughs to celebrated locations showcasing the legacies of the city and the brand simultaneously.

In this day and age, any clothing brand can meld into the crowd whilst lacking a story and a strong sense of conceptualisation. Trends come and go, but phenomena stand the test of time. By adding a bit of punk to this project, we tried to rebrand and facelift an existing way of dressing by solidifying its roots through cultural call-backs, funky silhouettes, and a space inspired by all things grandeur.

Starting from scratch is one of our favourite palettes to paint.

With a brand like Christopher, we got a chance to pay homage to our Italian routes rather than roots as we lived and breathed fashion for months on end. A comprehensive project that began with creating branding assets, one that moved away from regular tones, but also one that was timeless. A brand-book now serves as a holy grail for the brand that includes not just the way the visual elements would be involved, but also the language used across mediums.

This was inspired by the artisanal heritage of the Bel Paise and also the contemporary sensibilities of the now. The weaving was not only involved in making the clothes but also in the story, collection, and styles to be showcased.

Christopher currently stands tall on Milan's most prominent streets, with styles that reflect a modern-day heritage brand. space inspired by all things grandeur.