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

An Installation by London based Chilean artist Fernando Casasempere,
Out of Sync is a large scale installation signalling the end of winter
and the beginning of spring. It features 10,000 ceramic daffodils, placed
within The Edmond J. Safra Fountain Court. We developed all online
and printed marketing communications.

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Private view invitations

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Flyer

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Wayfinding

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Poster campaign

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Online advert

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© Commercial Art 2012

Annual review
Arts and Business are an organisation that works nationally
to develop partnerships between commerce and culture.
They connect companies and individuals to cultural
organisations. We worked with them to design their annual
review for 2010/2011.

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Transformation
As an organisation Arts & Business are going through a period
of change. The board has restructured, they have moved offices
and have formed a partnership with Business in the Community.

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Concept
To reflect these changes our concept centered around a theme
of transformation. Transformation ia a key theme in the work that
Arts & Business do but also encapsulates what is happening to
the organisation.

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Imagery was selected from the Arts & Business online resource
'Visual'. The images are featured throughout the document with
a graphic treatment that blends one image into the next creating
visual transformations.

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Key highlights and achievements are emphasised throughout
the review and tints are used to differentiate the arts members
and business members lists.

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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