Spirited Modernism
Client
Total Environment
Date
2018
Location
India, Asia & USA
Services Provided
Sector
Total Environment is an architect-led developer that constructs multi-scale award winning residential developments for discerning customers across India, Asia the USA.
We worked with the firm to define a new brand architecture, identity system and brand expression that reflects not only the extremely complex, multifaceted organisation but also the strong values of great design and exemplary quality that permeate the work.
Brand Identity
The core of the new brand identity comprises of a simple and direct type system and the squirrel mascot. The squirrel makes gentle reference to the fact that every TE property has outdoor space, regardless of its size and price point.
It was essential to create a brand identity and system that would allow for flexibility and expansion in the Total Environment offer. Categories and sub-brands are catered for within the system structure, which was defined in detail for roll out by the in-house team.
Roll-out
TE is a large organisation with a myriad of departments and sub-brands so the roll-out of the new Brand Identity System was complex and achieved in partnership with their in-house team.
From simple pieces like stationery or uniforms to site hoardings and signage for some of the many hospitality venues run by the brand as part of their expanding portfolio of developments.
Art Direction
It was important to capture the signature TE qualities with photography of all completed projects.
We defined a non-architectural approach to the Art Direction of a large library of imagery that captures the places and spaces as they are experienced rather than presenting an artificially sterile perspective.
