Opinion by Richard Baird
As the built environment expands, as it seeks new places to fill and accommodate a growing populace, time spent in and our reliance on modern conveyance systems develop in tandem. Reliability is central to this experience. Mitsulift is an elevator specialist tackling this need, balancing what is described as a Japanese technical expertise with exceptional Middle-Eastern service. Its graphic identity, however, failed to communicate this. Base Design worked with Mitsulift to bring this up to date, to better reflect the ambitions of the company, its insight and support, to move it from a product-vendor to a service-driven company. Base built an identity that maintains something of a utility yet manages to establish a distinct visual and verbal expression of connections. This links a variety of printed and digital assets. These included brochures, stationery, business cards and supergraphics, as well as website and mobile app.
Selected by Richard Baird.
March’s highlights included Bedow’s print work for UNICEF, Base’s packaging for Graanmarkt 13 and Studio fnt’s graphic identity for Daechung Park. There were, however, five projects that stood out and have made it into BP&O’s Best Of Series. These typically balance a strong singular concept or an appropriate confluence of ideas with a compelling visual character and clear communicative intention that appropriately plays with form, colour, type and layout, as well as material, texture, image and print finish.
BP&O, in this end of month review, tries to recognise both the smart use of small budgets—those that channel spending into the most appropriate assets—and those projects with a broad and holistic quality, establishing a continuity (conceptual and/or visual) across multiple touch points.
Throughout the month BP&O also continued to expand on its collections series as another way to jump through to older posts on the site. New additions to this were Dyed Papers & Boards, Framing and From Norway.