- Client:
- Central Element
- Services:
- Brand Strategy
- Brand Architecture
- Branding Identity
- Art Direction
- Illustration
- Print & Digital
(incl. Website) - Signage
Context & ChallengeCentral Element evolved from its origins as a boutique developer into a more mature and self-assured entity, ready for an exciting new phase of expansion. They required a clear brand direction and refined brand identity to mirror this newfound maturity.
The deep insights phase gave us a good insight into the heart of Central Element. What we found was a distinctive approach to creating extraordinary places. Their relentless search for meaning and substance, commitment to deep listening, extensive consultation, and rigorous critical thinking truly set them apart.
Context & ChallengeCentral Element evolved from its origins as a boutique developer into a more mature and self-assured entity, ready for an exciting new phase of expansion. They required a clear brand direction and refined brand identity to mirror this newfound maturity.
The deep insights phase gave us a good insight into the heart of Central Element. What we found was a distinctive approach to creating extraordinary places. Their relentless search for meaning and substance, commitment to deep listening, extensive consultation, and rigorous critical thinking truly set them apart.
Brand Purpose (the Why)At its heart, we found Central Element’s mission of ‘Unlocking Remarkable Places’. “Every place has a story – remarkable and intriguing. At Central Element, we see it as our mission to faithfully and authentically unearth these stories, then translate them into places that genuinely enrich and inspire the communities they belong in.” We build a brand platform around this purpose, which served as a springboard for the entire refreshed identity.
The Logo, the Key The logo mark functions as an acronym and a key symbol, reflecting the idea of ‘unlocking’ — potential, sites, people and partners. Designed with a bold architectural feel, it speaks of clarity and confidence. The logo mark and logotype hold the same distinct features, which allows them to be used interchangeably whilst Central Element grows its recognition in the market.
Visual CommunicationThe visual identity is mature and refined, ready for an exciting new phase of expansion. The conceptual focus is reflected in an architectural feel and concept sketches that feature throughout the identity. The importance of narrative for each unique site is communicated with an editorial feel, where property headlines feature key ideas rather than being referred to by street names.
Brand Purpose (the Why)At its heart, we found Central Element’s mission of ‘Unlocking Remarkable Places’. “Every place has a story – remarkable and intriguing. At Central Element, we see it as our mission to faithfully and authentically unearth these stories, then translate them into places that genuinely enrich and inspire the communities they belong in.” We build a brand platform around this purpose, which served as a springboard for the entire refreshed identity.
The Logo, the Key The logo mark functions as an acronym and a key symbol, reflecting the idea of ‘unlocking’ — potential, sites, people and partners. Designed with a bold architectural feel, it speaks of clarity and confidence. The logo mark and logotype hold the same distinct features, which allows them to be used interchangeably whilst Central Element grows its recognition in the market.
Visual CommunicationThe visual identity is mature and refined, ready for an exciting new phase of expansion. The conceptual focus is reflected in an architectural feel and concept sketches that feature throughout the identity. The importance of narrative for each unique site is communicated with an editorial feel, where property headlines feature key ideas rather than being referred to by street names.
“Toben exceeded our expectations in the rebranding process. Their professionalism, attention to detail, and creativity consistently impressed us. The positive feedback from both peers and industry experts reinforces their success in elevating our company image. They have truly encapsulated our values and mission, providing us with a new look that aligns perfectly with our vision for the growth of the company.”
Jessica Womersley. Head of Marketing, Central Element
Collaborators
Illustration — Simone RidyardWeb Build — The Designers Developer
Award
AGDA Awards 2023 — Finalist
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