Mad Blue Fish - Rebrand/ New Identity
Mad Blue Fish owner Thomas Legget wanted an identity system that represented what he does and how he differs from other interior designers. He has years of experience especially in materials and substrates and this is something he really wanted to highlight. The focus of the work he does is transforming retail spaces and maximising sales potential for retailers.
Contextualising the range of work Mad Blue Fish does, meant creating a positioning statement that summed up the many differences in how they approach design projects, compared to that of their competitor. I developed 'Design for Modern Retail' in response to this and as a way for the client to articulate their approach to clients. The mixture of serif and sans typeface nods to both the years of experience but also to the modern approach of the company. In trying to communicate the knowledge of materials I felt the stock used had to work hard here so a blue bond card was used for all stationery and a rigid business card for strength with the glyphs forming a pattern that can be used in promotional items for the future.
A comprehensive Brand Guideline was also produced.