Zeal were engaged to work with BrandArt in updating their identity to fit a more global market and, once again, produce their product catalogues for the next year. This follows our work in creating a new style for BrandArt's corporate messages and collateral, including a new strapline to be used across stationery and collateral.
We spent time brainstorming possible routes to evolve the logo; from minor changes like updating the font, to pushing completely new concepts forward. In the end a decision was made to keep the existing type style but stack it inside a circular, global shape so the new logo wasn't too unfamiliar to their customers.
The identity itself was kept very simple. We introduced a unique shade of black (to the trained eye there are many shades!) with a silvery hue, and a warm grey as a supporting colour.
We also chose a beautifully textured paper stock for the stationery and launch leaflets to ensure stand out of the BrandArt identity.
Following the BrandArt identity tweak we designed new corporate stationery, various leaflets and mailers, brochures, folders and exhibition graphics.
The look and overall design for the 2013 catalogues evoked the feeling of quality products, a fun personality and great customer service. Darren Gee (Zeal) photographed many new products for this year – both in a simple style for the product pages and also in abstract ways for the product range intro spreads.
Patterns were then created out of the products, showing them off in a fun, eye-catching way. These patterns were rolled-out across catalogue covers and other promotional items.
We also produced CDs containing the catalogues, for customers to view on-screen.
Zeal have recently completed a redesign and development of the BrandArt website, showcasing their products to a worldwide audience.
We were initially commissioned to design BrandArt's website a couple of years ago when they were predominantly a UK business. Since then, their successful business has accrued clients in the US, Australia and Europe.
Following the update of our client's identity earlier in the year and our work for their latest catalogues, Zeal designed the new website to accompany these through the use of fresh product imagery, brand and product range colours.
An essential part of our work with BrandArt is the photography of all the products. Previously, we re-shot their entire range so this year has been about photographing brand new products and additions to existing ranges whilst also starting to show the added value that BrandArt deliver through the provision of bespoke display stands.