Respected structural and civil engineers Campbell & Bloese approached TPS MD Jay after he had given an industry talk on the importance of brand.
Inspired by Jay's example of Wollf Ollins 1970s hummingbird design for construction giants Bovis (as a way of taking an abstract organic identity that broke away from the obvious heavy handed associations with construction) we were asked to help them as they rebranded in the abbreviated form of CBL.
We had to create a brand that talked of structure and form as well as beauty and empathy. Our solution was a delicately structured shell icon and monolined type setting with the striking black and white palatte putting all focus on the simplicity and elegance of the structure itself.