Concept Renovations :: Brand Identity
Concept Renovations is a fast growing renovation company that specialises in luxury renovations for heritage apartments in the heart of central Amsterdam. Having meticulously refined their processes to deliver numerous projects successfully with a focus on customer experience, their brand fell short to their standards. Looking to take their business to the next level and with a goal to own the space in their niche, they required a brand rehaul that their potential clients could relate to and represented the quality parallel to that in which they deliver to their clients.
Logo Design
Through several rounds of iteration and after exploring a multitude of concepts, we arrived at a final logo design consisting of a custom typeface, based on an elegant serif font with subtle flourishes. Inspiration was took from lettering debossed in brickwork and concrete commonly found in the architecture and streets of Amsterdam.
To ensure legibility across every use case scenario, a cohesive logo system was developed. This includes a core logotype and a CR monogram for primary print and digital uses as well as a heritage badge lockup with a heritage ‘certified’ feel.
Colour Palette
A mostly monochromatic colour palette was curated to form the primary colours for the brand. Colour inspiration was taken from earthy tones found in aggregates of typical cement mixes - resulting in varying greys with a warm hue. Further inspiration was taken from red brickwork. We paired these natural tones with a blue to evoke a subtle corporate/professional feel that also represents trust in colour psychology.
Typography
To allow readability across all print and digital environments we paired the sans-serif front Poppins with 2 subsets of the serif font family, Ivy. This font-kit covers body text, display fonts for editorial and hero’s, and max-readability scenarios.
Brand Guides
We created Brand Guides to drives consistency and maintains the integrity of the brand. This includes logo specifications and guidelines for typography, colour, iconography, image style and usage, social media grids and more. This ensures that anyone can apply the brand assets correctly and consistently.
In the real world
The brand was extended across various digital and print mediums to show the flexibility of the brand system. We created business cards, welcome and tech packs for their clients, file sleeves, social media grids and the look and feel of the website.
