the eye
Aida Ghani
FOUNDER & CREATIVE DIRECTOR, FORMA ALTA
Forma Alta began
with a way of seeing.
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PARIS — 2026
Before there is strategy, there is observation.
I have always been interested in the distance between what something is and what people perceive it to be.
The things people notice, the things they overlook, and the feelings they form before they can explain why.
Forma Alta grew from that instinct: to look closely before deciding what something should become.
02 / PROPORTION
What changes when scale changes?
04 / CONTEXT
What changes when the object enters a world?
01 / GESTURE
What is communicated before language?
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03 / PERCEPTION
What is noticed first—and why?
Looking is not the same
as seeing.
Observation becomes useful when it reveals what others have learned to overlook.
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formation
An eye is formed
long before it becomes
a practice.
Forma Alta was not shaped by a single discipline. Its point of view emerged somewhere between image, behaviour, commerce and movement—each teaching a different way of paying attention.
FILM
The frame decides what is seen—and what is withheld.
I've learned from filmmaking that attention can be directed without being demanded. Composition, sequence, absence and timing can change the meaning of the same image.
FASHION
Desire often begins before language does.
Proportion, material, silhouette and gesture can establish an entire perception before a single word is read.
MOVEMENT
Speed changes the way you look.
In racing, a line is a decision. Timing, precision and tiny corrections determine what happens next.
Swimming teaches something different: repetition, rhythm, economy and an awareness of changes almost too small to see. Both have taught me to pay attention to consequence.
BEHAVIOUR
What people say and what moves them are not always the same.
Understanding the space between intention, perception and action became central to how I think about brands.
Different disciplines.
The same instinct:
look closer.
OBSERVE / INTERPRET / QUESTION
THE HUMAN STORY
Every brand begins
with two people.
THE FOUNDER
AND THE PERSON THEY HOPE WILL CARE.
01 / THE FOUNDER
The founder has a story they are trying to tell. Something they have lived, imagined, built, desired or believed strongly enough to bring into existence. I want to understand where that story came from. What they are trying to prove. What they are protecting. What they want to change. What they secretly hope their brand might become.
02 / THE AUDIENCE
The audience has a story too. They arrive carrying their own memories, aspirations, insecurities, tastes, fantasies and private ideas about who they are—and who they might become.
I look at what happens when those two stories meet.
BEYOND WHAT PEOPLE SAY
I want to know the humans involved.
What do they desire deeply enough to act on?
What makes them feel powerful?
What are they afraid of losing?
What do they think about
when they cannot sleep?
What embarrasses them?
What do they envy?
What makes them feel seen?
What version of themselves are they trying to become?
What surfaces at 2:00 AM, when the performance of the day has disappeared and they are alone with themselves?
These questions shape how I approach strategy and creative direction. Psychology and behavioural science help me understand the forces beneath what people say. Storytelling gives those forces form. Creative direction gives them image, atmosphere, language and memory. The work becomes a study of human behaviour expressed through a brand.
BUSINESS
informs
HUMAN
exists within
CULTURE
shapes
EXPRESSION
influences
BEHAVIOUR
returns to
BUSINESS
A brand is a story
told by one human
in the hope that another
will recognise something
of themselves in it.
Aida Ghani
Founder & Creative Director, Forma Alta
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01 / PORTRAIT
I'm the founder and creative director of Forma Alta. My work spans brand strategy, consumer psychology, storytelling and creative direction, driven by a fascination with why people desire certain things, attach meaning to them and make them part of who they are.
Years spent working across marketing, advertising and digital strategy have given me a close view of the relationship between perception and behaviour. My interests in fashion and cinema developed another part of that perspective: an understanding of character, atmosphere, image and the emotional power of a fully realised world.
FORMULA RACING
Formula racing has made me intensely aware of how quickly perception becomes decision. At speed, you are constantly reading what is happening around you, anticipating what comes next and committing while everything continues to move.
02 / RACING
03 / WATER
“I have never been very good at separating the things I love from the way I think.”
SWIMMING
Swimming has taught me a different kind of attention. Progress accumulates through repetition and tiny corrections made over time. There is something deeply satisfying about working on details that remain invisible to everyone else while knowing exactly how much they change.
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