Brand Identity, Visual Direction & Creative Production: Metanoya

Jul 7, 2025

Metanoya Artistry Creation Studio, 2025

Client Background

Metanoya is a contemporary art and object-design brand that crafts sculptural pieces, installations, and functional art with a raw, emotional, and experimental edge. The brand navigates a diverse range of collaborations, installations, interior objects, and collectible design, positioning itself at the intersection of culture, craft, and modern expression.

The Challenge

How do you define and articulate a multidisciplinary art brand whose work spans sculpture, interiors, fashion objects, and large-scale installations without diluting its raw artistic identity?

Metanoya needed a system that preserved its expressive soul while elevating its visual presence across digital platforms, collaborations, and future exhibitions.

Our Approach

  • Studying Metanoya’s artistic language: textures, forms, motifs, and emotional cues.

  • Identifying the brand’s core narrative: art as transformation.

  • Structuring its offerings into a clear ecosystem (objects, installations, collaborations).

  • Working closely with the artist to translate abstract creative processes into a cohesive

    identity.

  • Building a polished communication and content strategy for public presentation

Aspierra aimed to reveal the depth of the brand while keeping its mystery intact.

Design Direction

Metanoya’s visual universe was inspired by:

  • Earthy tones and tactile materials - stone, metal, raw clay, patina

  • Sculptural silhouettes echoing organic asymmetry

  • Shadow-heavy photography to emphasize form and emotion

  • Minimal typography that lets the art speak

  • Cinematic contrast to reflect the tension between roughness and refinement

The identity is grounded, sensual, and atmospheric, a world where art feels alive.

Execution & Deliverables

Brand Identity & Narrative

  • Positioning Metanoya as a “multidisciplinary art lab”

  • Defining key pillars: Objects, Interiors, Installations, Collaborations

  • Brand tone: poetic, bold, understated, conceptual

Website Concept

  • A visual-forward website structure designed like an art gallery

  • Categorized work: statues, tables, interior objects, club installations

  • Clean editorial layout to archive collections & collaborations

  • Suggestive, cinematic copywriting to enhance emotional resonance

Content Creation & Case Documentation

  • Full storytelling breakdown for each project and installation

  • Concept narration, behind-the-scenes approach, and object meaning

Visual Production

  • Direction for photography style

  • Art-led creative for content

  • Moodboards & product staging guidance

  • Consistent textures, lighting, and material expression

Impact / Results

Metanoya emerged with a distinct and mature identity — one that matches its artistic depth. The refined visual system expanded the brand’s potential, opening doors to:

  • New collaborations

  • Exhibitions

  • High-end commercial partnerships

  • A dedicated online presence that showcases the brand’s universe with clarity and emotion

Metanoya now stands as a contemporary Egyptian art brand with a global vision — evocative, sculptural, and unmistakably expressive.

Watch Full Project

Credits: Aspierra Creative Team

Metanoya Artist & Founder

Photography & Production Partners