NotoriusGrey
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Kathy Holmes

The visual language assigned to this brand, through the process of rebranding, is based on elements reflecting, mirroring and refracting light. These create numerous layouts, that protrude and “aggravate” the calm and pure typographic forms used, while abruptly interrupting their continuity; reconstructing new forms and shapes. The scope of work spans the entire brand id redesign, including verbal branding, product illustration, packaging, signage, product catalogue layout design, website layout design, social media content, printed and digital campaigns, plus many more.

Kathy Holmes

Kathy Holmes is a family and clinical psychologist. Her brand identity design consists of an imaginary being, described by Jorge Luis Borges, in his homonymous book; this is none other than A Bao A Qu. 

The story of A Bao A Qu, goes like this:

“If you want to look out over the loveliest landscape in the world, you must climb to the top of the Tower of Victory in Chitor. There, standing on a circular terrace, one has a sweep of the whole horizon. A winding stairway gives access to this terrace, but only those who do not believe in the legend dare climb up. The tale runs: On the stairway of the Tower of Victory there has lived since the beginning of time a being sensitive to the many shades of the human soul and known as the A Bao A Qu. It lies dormant, for the most part on the first step, until at the approach of a person some secret life is touched off in it, and deep within the creature an inner light begins to glow. At the same time, its body and almost translucent skin begin to stir. But only when someone starts up the spiralling stairs is the A Bao A Qu brought to consciousness, and then it sticks close to the visitor’s heels, keeping to the outside of the turning steps, where they are most worn by the generations of pilgrims. At each level the creature’s colour becomes more intense, its shape approaches perfection, and the bluish form it gives off is more brilliant. But it achieves its ultimate form only at the topmost step, when the climber is a person who has attained Nirvana and whose acts cast no shadows.

Otherwise, the A Bao A Qu hangs back before reaching the top, as if paralysed, its body incomplete, its blue growing paler, and its glow hesitant. The creature suffers when it cannot come to completion, and its moan is a barely audible sound, something like the rustling of silk. Its span of life is brief, since as soon as the traveller climbs down, the A Bao A Qu wheels and tumbles to the first steps, where, worn out and almost shapeless, it waits for the next visitor. People say that its tentacles are visible only when it reaches the middle of the staircase. It is also said that it can see with its whole body and that to the touch it is like the skin of a peach.

In the course of centuries, the A Bao A Qu has reached the terrace only once. This legend is recorded by C. C. Iturvuru in an appendix to his now classic treatise On Malay Witchcraft”.

From “The Book of Imaginary Beings” written by Jorge Luis Borges.


In this brand id design, three forms of A Bao A Qu have been illustrated to show the first, the middle, and the last stage of the being, as depicted above. Its purpose is to describe the physiological state of a person, as it changes to reach its full potential. The illustrations adorn the different applications requested, while the typeface Brummel by Parachute Typefoundry, accompanies the layout design.