PortfolioBrand & Creative
Building Materials Brand System
A brand system for a building-materials business, built to hold together across trade print, site signage and screen.
- Project
- 05 / 10
- Discipline
- Brand & Creative
- Delivered
- Large-format identity
- Industry
- Building materials
Overview
An identity designed for the range of surfaces a materials business actually appears on — trade publications, site hoardings, product literature and screen — with one set of rules governing all of them.
Challenge and approach
The challenge
The formats are unusually far apart. A mark that works on a printed spec sheet at arm's length has to survive on a hoarding seen at forty metres and in a video frame, and most identities are drawn for only one of the three.
The approach
The system was specified at its extremes first: minimum legible size, maximum viewing distance, and the print conditions each publication imposes. The rules that survived those constraints became the identity, rather than the identity being drawn and then compromised to fit them.
Frames
Closer, and one more way.
These frames are a representative treatment of the discipline, not a record of the delivered files — the artwork is the studio’s own. Project photography is published here as each client releases it.
Presentation
The same piece built in three dimensions, turning as the page moves past it. It is a way of showing the work, not a second photograph of it — and not a substitute for the files themselves.
Process
How it was made.
- 01Specified at the extremes of size and viewing distance
- 02Print conditions treated as a design input, not a limitation
- 03One rule set across trade print, signage and screen
