Project Overview
Lavaar Atelier is an architect led design-build firm with a keen penchant for hospitality and commercial projects. The brand's target audience are business to business companies and enthusiasts in home and office finishing, real estate developers, construction and hospitality projects developers.
The brief was to create a brand identity that is modern, simple and flexible.
Design Process
- Brand Discovery
- Research and Mood board
- Ideation and Sketching
- Design
Brand Discovery
A questionnaire containing questions about the brand's message and strategy was shared with the client to gain a better understanding of the brand and also what the client's expectations were.
From the response, I mapped out series of keywords that describes the brand.
Research and Moodboard
The objective of the research was:
- To understand what visual identity style currently exists in this industry and how to make that of my client stand out.
- To collect relevant pictures and find inspiration for the moodboard.
This is one of the several boards I made. Image credit: Pinterest and Google
Ideation and Sketching
With the insights from the brand discovery and research phase, this informed the logo style I wanted to explore. Visually, the goal was to craft a brand identity that could flex for such a wide range of application.
From the moodboard, a distinctive feature I noticed is that architecture is a composition of lines (horizontal, vertical and diagonal lines). Its foundation is deeply rooted in geometry.
All of these truths, informed my ideation direction and sketches.
Final Logo Design
After several iterations and brainstorming with the client, this was the approved logo. The logo captures the brand's minimalism, geometric angles with the brand's name marrying it all together.
We wanted an identity that was warm and recognizable at small sizes - a logo mark bold enough to stand alone. This was why we opted for this direction and employed a blue and orange colour palette.
Collateral Designs
These designs visualizes the brand's language - Minimal, stylish yet corporate.
