The Situation:
For over 30 years, SDG has been a trusted supplier and expert in construction solutions. They aim to increase turnover significantly in the coming years by designing and manufacturing their own innovative, eco-responsible, secure products produced locally in the UK. Their first product involves designing and manufacturing a visible stair connector device with green and safety credentials, produced locally and sold on the global market. Other innovative products will follow.
Product Benefits:
The Brief:
Invest Northern Ireland commissioned us to:
Our Approach:
After significant trademark name research and availability, we developed an extensive range of name solutions. The new name ‘STRUXXUR’ was agreed upon, which was Trademarkable and available as .com/.co.uk domains. The made-up name plays on the word structure with the ‘XX’ misspelling implying a doubling up of strength, safety, and resolve.
From this we then designed a selection of visual identities based on the name for presentation, each incorporating the ‘XX’ feature. A clear favourite was identified with the ‘XX’ feature woven into the word itself and not sitting as an isolated marque/graphic. The ‘XX’ letter spacing actually allows the ‘XX’ to touch each other which suggested support and a secure connection. On the second ‘X’ the bars are slightly elongated, highlighting that the bars are possibly sliding into place, so there’s movement required to securely ‘connect’ the devices.
The bold font used is UPPERCASE, suggesting strength and longevity. The lines on the XX are perfectly aligned and parallel, which suggests accuracy. The green tones are used to represent the eco-footprint, which is so important for the client in this brand.
We also developed a strapline “THE FUTURE OF INNOVATIVE CONNECTION SYSTEMS”. The products are innovative connection devices, which helps give a little clarity to the function and solution the ‘STRUXXUR’ range of products offers.
A complete Corporate Identity style guide document was created to ensure brand consistency and accuracy were adhered to across all marketing channels and ensure the product was instantly recognised even without the logo. The templates included details of the family font to be used, the colour palette, image style, stationery design layouts, do’s and don’ts regarding sizing and colouring the logo, social media design style layouts, brochure template designs, signage, PowerPoint slides, exhibition panels and all manner of marketing collateral.
Our Approach to Brand Design for the Construction Sector:
Extensive Trademark Name Research and Availability
Creation of a New Name: ‘STRUXXUR’
Development of a Selection of Visual Identities based on the Name
Selection of a Favourite Visual Identity
Design Elements of the Visual Identity
Development of a Strapline: “THE FUTURE OF INNOVATIVE CONNECTION SYSTEMS”
Creation of a Comprehensive Corporate Identity Style Guide
Extensive Trademark Name Research and Availability:
To create a strong brand name, we conducted extensive research on trademark name availability. After researching and developing an extensive range of name solutions, the new name ‘STRUXXUR’ was agreed upon, which was Trademarkable and available as .com/.co.uk domains.
The made-up name plays on the word structure with the ‘XX’ misspelling implying a doubling up of strength, safety, and resolve.
We designed a selection of visual identities based on the name, each incorporating the ‘XX’ feature.
A clear favourite was identified with the ‘XX’ feature woven into the word itself and not sitting as an isolated marque/graphic.
The ‘XX’ letter spacing actually allows the ‘XX’ to touch each other which suggests support and a secure connection. The bold font used is UPPERCASE, suggesting strength and longevity. The green tones are used to represent the eco-footprint, which is so important for the client in this brand.
We developed a strapline “THE FUTURE OF INNOVATIVE CONNECTION SYSTEMS”. The products are innovative connection devices, which helps give a little clarity to the function and solution the ‘STRUXXUR’ range of products offers.
A complete Corporate Identity style guide document was created to ensure brand consistency and accuracy were adhered to across all marketing channels and ensure the product was instantly recognised even without the logo. The templates included details of the family font to be used, the colour palette, image style, stationery design layouts, do’s and don’ts regarding sizing and colouring the logo, social media design style layouts, brochure template designs, signage, PowerPoint slides, exhibition panels, and all manner of marketing collateral.
