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CounterEdge is a counter-top and surface start up that sought to develop a brand voice that reflected their uniquely eco-conscious approach to kitchens and bathrooms.
With an understanding that our audience was more design savvy, and the brand should therefore reflect a more sophisticated aesthetic, we proceeded to explore identity concepts. These solutions spoke to several themes including a lighter footprint, an almost floral naturalism, and a coming together of both traditional and green materials.
It was ultimately that last idea that stood out as our winner. An arrow formed of both neutral and green tones to illustrate the organizations use of technology and environmentally progressive approach.
Early applications included the company’s box and pickup trucks, as well as some branding of the CounterEdge showroom. But what sets this case study apart from others is the robustness of the company’s stationary needs. We started with FSC certified business cards and letterhead components.
We then developed a series of printed and PDF based forms including a fax cover-sheet, estimate worksheets, vanity program worksheets and a shop form. All of which served to fully flesh out the brand’s typographic equities as well as introduce the "progressive pattern" graphic.
As the company has grown, so too has its web presence. While still considered a holding page, the site has grown to incorporate social media components including twitter and flickr feeds as well as You Tube embedded media.
