Measure:
Crafting a measured response.
Measure:
Crafting a measured response.
Using pragmatism and utility to challenge preconceived concepts of engineering, where no detail is overlooked.
Project summary
Branding
Art direction
Editorial design
Ad design
Overview
Engineers make the seemingly impossible – possible. They help us by bringing our craziest ideas to life in a safe and secure manner. They are critical while also being creative, and are practical, yet ambitious. A fresh brand, identity, and strategy were required to reposition an established consulting engineering firm to speak to and attract new audiences. A visual and verbal brand that conveys the value of engineering and its capacity to adapt to our rapidly changing urban contexts.
A name that blends function and form was required to find a position in an industry that demands precision and painstaking attention to detail. Measure was chosen as the company’s name because it is utilitarian, descriptive, and distinctive name, that supports and amplifies a brand approach with no space for error.
With purposeful cuts created in letterforms and the TM being assigned a second meaning as the step of a ruler, a restrained and simple motion, the typography takes a subtle and brilliant lead in portraying the act of measuring. The phrase “measure twice, cut once” has never been more accurate.
The rebranding of the firm has allowed it to expand into new regions and solidify its position as an industry leader, appealing to architects and developers while also attracting the best people and projects.
Project summary
Branding
Art direction
Editorial design
Ad design