team aletheia​
During the MOJO Ad Program at the University of Missouri, I co-lead the creation of our team brand.
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Our goal wasn’t to make another logo. We wanted to build a story, one that represented who we were as a team and how we work.
The name “Aletheia” comes from Greek, meaning to bring truth into the light.
That idea shaped everything we built.
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Honesty when it’s hard, courage over convenience, and depth over surface.​
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Our insight? Truth isn’t static. It’s layered.​
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While I don’t typically focus on branding, I approached this as an art director, balancing visuals, tone, and meaning to create something cohesive. “Aletheia” became more than a name.
It became a reflection of how we think, create, and collaborate.
Our logo began with Kylyn sketching the word by hand using calligraphy pens, exploring how each letter could connect with meaning. We refined the design together in Illustrator, shaping every curve until it felt balanced, fluid, and alive. The goal was to capture honesty through simplicity and create something that reflected how we work as a team.
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In Midjourney, we added a glass texture that gave the mark depth, softness, and light. Then we animated it to spin, turning a static logo into something reflective and in motion. The final result feels transparent and evolving, just like the truth we built our brand around.
We chose Oddity Script for its warmth and movement, then paired it with Helvetica Neue for structure and clarity. Our palette blends soft pastels with bold tones to show contrast and connection. Each shade stands on its own but blends into something brighter when seen together.
Our shirt features a sculpted bust of Aletheia herself surrounded by our team’s names, symbolizing unity and shared authorship.
These socials highlight each of us through glass reflections and light fragments that split our colors across the frame.
These are some of our early moodboards and logo concepts that didn’t feel quite right but still guided the final design.
Isaac Lewis (AD), Kylyn Maxwell (AD), Tess Howicz (VP), Sophia Martin (CW), Jake Aron (PRAM-C)