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.
Opinion by Richard Baird.
Fluvia is a range of adaptable lighting solutions from LED Simon that intends to offer a creative freedom in commercial and private lighting projects. Design, rather than an absolute utility, is an essential and unifying quality of the range with products developed to be attractive and convenient, easy to use and deploy within a space, and broken down and recycled.
To cast aside its corporate image and convey a sense of contemporary elegance, Fluvia worked with Spanish graphic design studio Folch to develop a richer and more distinct graphic identity. This repositioned the brand’s communications away from technical details and superfluous elements to focus on product, to develop an identity for each, drawing out their distinctive character and core functionality.
This was done through three key components; new product photography, individual product brochures with a strong graphic and material quality, and the creation of a central online hub that will connect a series of satellite sites dedicated to each product and provide quick access to a granular level of insight for those that need it.