PROJECT SCOPE
Brand Identity, Brand Extensions, Collateral & Website
Location - Bath, UK
Simple yet Crafted
Professional and Trustworthy
Authority and Provenance
CLIENT OBJECTIVE
A distinct identity that clearly articulates
’who we are’ and ‘what we offer’
within an industry that is poorly established and can often come across as intimidating, alien and expensive. The identity also needed to feel confident and considered without overpowering their portfolio, ensuring the CGI imagery and project photography remain the hero. The branding needs to complement the work rather than compete with it.
OUR CREATIVE DIRECTION
We explored how the brand could visually echo the logic of a space, using shapes found within floor plans and framing to create something that feels dimensional rather than flat. The palette, intentionally monochromatic, built around cool, blue-tinted greys, avoiding anything that felt overtly ‘construction’ (brick reds, clay tones), so the identity never competes with their client’s most important sales tool - the portfolio imagery.
The icon system was constructed from the letterforms themselves, developed into a grid where negative space creates a network of four modular shapes. These elements can be separated, or joined to form a geometric icon mark, and framed to feel like a piece of artwork hung on a wall, tying into the tagline - ‘the art of residential’.
Typography supported the same balance - a considered blend of serif and sans with subtle rounded details, chosen to communicate provenance and British rootedness without feeling dated. We then expanded the system into patterns and a secondary icon pack, giving the client a consistent graphic style to express USPs and values with clarity.
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