By November 10, 2013 Read More →

Smith & StJohn Clarifying identity



Thinking communications

Clarifying identity and brand with a holiday card

The question “What do you do?” needed a better answer. At the end of their first year this new business partnership found it had a better idea of their market–re-use, repurposing and restoration of older, often historic buildings. It had to bring that into high relief and reinforce the signature message – solid results in difficult settings

A holiday card was a collegial way to do this: Not pushy, understated with a photo of architectural detail of a current–and difficult– church restoration to bring in their own sensibilities around and enthusiasm for the re-use of older buildings. They also wanted a nod to the visual identity they had begun to establish in earlier announcements and their web site.

Communications thinking

Message focus–dealing with the portentous, confidently

To those in the building restoration business, the card picture is both beautiful and portentous-it shows a highly distressed architectural column. The irony of “Securing the future” is the oblique reference to the core of their business. The interior signature and back of the card reprises their logo. The business message is subordinated to the new year greeting. A further business message - pro bono work on historical structures – is given prominence on the back of the card.

Client: Smith+StJohn

Design and production: Axel Magnuson

Copy: Client

Posted in: Enterprise

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