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    We were initially engaged to re-evaluate and articulate the company’s current reason for being and establish some clear pillars for the business … Read More
    We were initially engaged to re-evaluate and articulate the company’s current reason for being and establish some clear pillars for the business moving forward. As this process evolved, it became clear that their existing brand identity wasn’t really in step with company’s refreshed brand positioning, of being a modern, forward thinking and progressive architectural firm. The brand narrative was built around three simple words: ‘WE. CREATE. SPACE.’ WE: Outlined who they are, who they work for, how they think and what they do. CREATE: Outlined their creative process, how they work and their four pillars of strength; Creativity, Foresight, Collaboration and Efficacy. SPACE: Spoke of their philosophy to create spaces for humans to play, think and function and illustrated a range of case studies of their projects. As a result, a comprehensive re-brand was commissioned and a contemporary and minimalist identity created. Every touch-point in their communications mix was affected. From their stationery, Expression of Interest and Tender documents, their staff engagement tools and their web site, all required a considerable overhaul based on the reimagined position. The refined and minimalist ‘graphic toolkit’ created consisted of: An elegant monogram with a reductive A that mirrors the middle stroke of the perfectly square N. A Geometric Sans typeface contrasted by a pragmatic Swiss mono-spaced font. A simple and confident 2 colour palette. Layout becomes a strong part of the identity in itself. With space exaggerated and tension created while precise modular grids are used to bring it all together in an orderly way. Tactility is a major component to the identity, with the ‘SPACE’ concept coming to life by laser cutting the monogram through thick laminated grey card. Attention to craft also gets shown by the use of screen printing white and colour matched grey stitching. Completed at Strategy Design & Advertising, Sydney Designer: Geoff Courtman Copywriter: Ross Drinkald Read Less
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