A crucial asset for any business or organisation. An authentic and
compelling brand identity provides a genuine competitive edge.
We help clients develop their businesses, define who they are
and how they present themselves, creating identities that connect
to their audiences. Back to case studies.

Services
— Proposition
— Values
— Vision
— Mission
— Logo/logotype
— Colour palette
— Typeface
— Tone of voice
— Art direction
— Guidelines

Clients
— Agence Violette
— Balbegno Castle
— BM Finance
— Boldin
— Cityroofs
— CRH
— Croon Davidovich
— George Singer
— Kathleen Hills
— Natali
— Oerkracht Advies
— Pedlars
— Roel
— Scott White and Hookins
— Within

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© Commercial Art 2012

Tales of the Thames
In collaboration with Somerset House’s writer in residence, Frances Wilson,
and Professor Jerry White, one of the world’s leading experts on the history
of the Thames, Tales of the Thames brings together a host of writers and
historians for a one-off event. We developed a stand alone visual identity
for the event which is applied to online and printed marketing communications.

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Poster

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Postcard

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Wayfinding

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© Commercial Art 2012

Literature system and guidelines
Cityroofs are a subsidiary brand of Zoontjens, Europe's leading
roof specialists. They offer cutting edge elevated landscape
solutions for roofs, terraces, podiums, balconies and façades.

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Streamlining the business
As part of a brand streamlining project we were commissioned
to consolidate three separate brands into one visual system.
Utilising the existing visual identity of Cityroofs, our brief was
to create a single literature system to incorporate their products
and solutions divisions.

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Core elements
A comprehensive audit of existing materials identified that
the current system had grown too broad with an unnecessary
amount of colours, typefaces and graphic elements.
Communications lacked coherence and items were taking
too long to produce and distribute. To introduce efficiency
and ensure that the system is robust we edited and revised
the core elements.

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Core element – Typeface
A primary typeface has been specified. One that has visual
relevance to the existing Cityroofs identity and provides a family
of weights for use as headline, text and tabular information.

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Core element – Colour
Colour is now used as a way of differentiating between divisions.
A set of corporate colours, derived from the Cityroofs identity,
have been specified. For each division a second colour is added.
Literature will be created across Europe and printed in many
different ways so to help ensure accurate colour reproduction
each colour is created from a maximum of two process colours.

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Core element – Grids

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Template designs
The core elements form the basis of a comprehensive system
that incorporates all necessary types of information and content.
A graphic language derived from the Cityroofs identity has
been introduced that gives the documents both expression
and clarity.

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Guidelines
Templates were delivered along with a set of guidelines that
enable in-house teams and regional agencies to easily create
and collate sales and marketing literature.

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© Commercial Art 2012

Identity and communications

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Stationery

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Postcards

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Image treatment

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© Commercial Art 2012

Every year from November to January Tiffany & Co. host Skate
at Somerset House. The Edmond J. Safra Fountain Court is
transformed into a winter wonderland that includes the ice rink,
Tom's Skate Lounge, the Tiffany & Co. tuck shop and centrepiece
christmas tree. We developed the visual identity and marketing
communications for the 2011/12 season.

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Graphic identity
The Skate identity had to work within the established framework
of the Somerset House identity and incorporate the spirit of
Tiffany & Co. We combined visual inspiration from both the
Skate event and Tiffany products into a distinct graphic treatment
representing movement. This graphic treatment is used
in conjunction with Somerset House typography and angle
throughout communications.

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Event lockup
A key element within the communication is the event lockup.
Throughout the vast array the marketing applications that were
required there was inevitably going to be a mix of content and
formats so it was important to create a robust lockup for application.

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Posters
A series of posters were designed for marketing the season
and for these we were requested to make use of the Skate
image library. To help convey the breadth of activities and clubs
on offer a series of images were selected to engage a range
of different audiences.

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Press adverts

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Banner

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Onsite graphics
The project was developed in two parts. Marketing communications
were required earlier in the year to help drive ticket sales.
For the actual location we were required to produce designs
that referenced the Tiffany & Co. winter campaign. For these
items we developed illustrations referencing the physical structures
from the Tiffany & Co. tuck shop and introduced colours from the
winter campaign.

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Flag poles

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Environment graphics

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© Commercial Art 2012