Ruler, by MALVI
Ruler is a newly-established London based company, specialising in Risk Engineering and Construction Risk Management. We were assigned the task of designing a new brand that would introduce the company in a demanding industry.
The need to shape the company into a recognizable brand in a saturated and expert-based market was challenging and required a delicate balance between coming off as a new proposal, while proving the team’s experience at the same time. We begun the process by assessing a brand name that would be impactful and differentiate the company from the established competition (mainly insurance groups). The name Ruler fulfilled these requirements by asserting both the scope and the authority needed, and at the same time provided an opportunity to semantically connect the brand with its home base (UK).
Addressing the duality of the brand name’s meaning we connected both interpretations into a single brand mark that would also allow the flexibility of favoring one over the other as needed, depending on the use. The mark and typography, combined with the textures and materials used for the printed products, convey a sense of a bespoke service which caters to specific high-end and high-demand needs, having an instant impact from the first impression.
Complementing the brand design, the corporate website was designed on the same principles. Building around the team’s expertise, we decided to focus on providing information that highlights their scientific prowess and on creating specialised content on risk management issues, through the company's blog. This serves as a means for emphasizing Ruler's differentiating qualities, while balancing the lack of an extensive portfolio that any new venture faces.