MAUD

Operating at the boutique end of the market, with a design conscious, culturally informed client in mind, Beams needed a visual identity to convey its rightful place in this space.

Adopted from scaffolding and construction vernacular, the visual identity is built around a precise and intelligible grid system – an underlying structure ensuring that information is articulated clearly across all touchpoints, blurring the line between luxury and utility.

Using a functional and pragmatic approach, the custom logotype and bespoke icons derive from the grid, while the monochromatic palette adds simplicity, rigour and timelessness.

When integrated with its property campaigns, the brand needed to be consistent and prevalent, acting as a mark of quality and driving equity back to the Beams brand. The identity successfully allowed for distinction in campaign creative, through art direction, colour palette and materiality, and provided a consistent application of the Beams brand across the key campaign touchpoints.