francis

cauffman

Bringing order to a haphazard system.

 

the wrong look

The award-winning firm known for its architecture, interior design, and planning was having an identity crisis. Presentations and print material alike were inconsistent. It was a common occurrence for each team member to use a completely different document as a starting point and have the combined result look more like the product of madness than brilliance. The logo was weak and generic, literally able to be copied by plain typing if you loaded the right font. Something had to change.

 

Core components

In place of the clumsy former logo, a more dynamic and elegant solution was crafted. A framing element was encorporated to evoke plans, foundations, and other common visuals of the industry. Core colors and typefaces were also streamlined.

 

Stationary

A silver toned paper was selected to add elegance and distinction to correspondences. As paper communication diminishes in frequency, the added perceived value is all the more memorable.

 

Business Cards

Heavy use of photography serves a purpose beyond showcasing details of the creative process or work. These cards address a common concern, not being able to link a face with the name of a designer.

 

Print Materials

A flexible grid system enables a variety of layouts without creating a confusing mess.

 

the wrong look

The award-winning firm known for its architecture, interior design, and planning was having an identity crisis. Presentations and print material alike were inconsistent. It was a common occurrence for each team member to use a completely different document as a starting point and have the combined result look more like the product of madness than brilliance. The logo was weak and generic, literally able to be copied by plain typing if you loaded the right font. Something had to change.

 

 

Core components

In place of the clumsy former logo, a more dynamic and elegant solution was crafted. A framing element was encorporated to evoke plans, foundations, and other common visuals of the industry. Core colors and typefaces were also streamlined.

 

Stationary

A silver toned paper was selected to add elegance and distinction to correspondences. As paper communication diminishes in frequency, the added perceived value is all the more memorable.

 

Business Cards

Heavy use of photography serves a purpose beyond showcasing details of the creative process or work. These cards address a common concern, not being able to link a face with the name of a designer.

 

Print Materials

A flexible grid system enables a variety of layouts without creating a confusing mess.

 

The Wrong Look

 

The award-winning firm known for its architecture, interior design, and planning was having an identity crisis. Presentations and print material alike were inconsistent. Frequently, people would use wildly different documents as starting points. The logo was weak and generic, literally able to be copied by plain typing if you loaded the right font. Something had to change.

 

The Right One

 

In place of the clumsy former logo, a more dynamic and elegant solution was crafted. A framing element was incorporated to evoke plans, foundations, and other common visuals of the industry. Core colors and typefaces were also streamlined. Heavy use of photography and a flexible grid system allow for a great deal of impact and variety to materials.