At the centre of the identity is a modern, minimal logomark that merges the letters A and O. This is accompanied by a bold, customised logotype. A framing device, informed by the shapes and forms of the logomark, is used to house image and video content. This device forms part of a flexible, modular system that adjusts to present messaging. A set of skyscape images references themes of clarity, air, oxygen, and the possibilities of blue sky thinking. All of this is paired with a minimal yet vivid palette and clean, simple typography to present a refined, clarity-focused brand identity.