SUHO website design

Typography gets recycled for sustainable building design firm

SUHO

 

The problem

Whilst remaining one of the Australia’s premier compliance assessors, Sustainability House wanted to focus their brand on their strength as an Environmental Sustainability Design firm.

The purpose of this re-branding project was to alter the market perception of Sustainability House by replacing its pre-eminent position as a:

  • compliance assessor,
  • technically sterile company,
  • government body of some sort.

with a new position:

  • a culture of fun and creativity,
  • passionate about sustainability and resourcefulness,
  • advocate of clever design,
  • forward thinking consultancy.

The approach

During our usual diagnosis & strategy phase, we made several observations about the current corporate identity, firstly in regard to the trading name:

  1. Use of the word ‘House’ in current name contributing to the perception the business might be a government body.
  2. SUHO is actually a much better brand name—it is short, sharp and easy to remember.
  3. SUHO also make us think of Soho: trendy, creative areas in New York and London. This association aligns with the marketing strategy direction.

We also made some observations about the current identity system:

  1. Having two separate identities and websites causes confusion in the market and is unnecessary.
  2. The new direction for the company could be one single brand identity – all services aligned to deliver a single core purpose.
  3. Reintegrating all services under the one banner will consolidate brand recognition and avoid unnecessary brand dilution.
  4. Realignment with the design studio would assist with repositioning as a fun, passionate and creative business.

 

The method

The creative team at Flux developed a Core Purpose Statement to drive the change in perception and align the design elements:

“We are passionate about sustainability and use our expertise in environmentally sustainable design to help our clients create Australia’s most RESOURCEFULLY CLEVER BUILDINGS”

‘Resourcefully Clever Buildings’ became the company motto and can be used with or without the statement. It has the depth of a double meaning, both of which are relevant: ‘resourcefully’ relates to using resources (energy, water, earth, etc), while being ‘resourceful’ is having the ability to find quick and clever ways to overcome difficulties.

The result

The core visual concept came from the idea of recycling the letterforms (characters) discarded from the truncation to the brand name. The design of the custom typography combines environmental aspects (leaf shapes) with technical structures (architectural plans, blueprints, etc). These unique letter forms are used across a range of applications as unique branding elements.

We also developed a new logo—a combination between existing brand elements and the recycled typography. An updated star shape ties in with the developed typography while still retaining recognition from the old logo.

The colour scheme is bright, eye-catching and most importantly, distinct in the market. The use of orange was retained from the original SuHo Studio identity. Combined with bright yellow, these two colours now reference the use of the sun in ESD—solar panels, orientation, thermal mass catching sunlight, reflecting sun away, etc. This is complimented by a deep brown for a unique palette and earthy feel.

The SUHO business cards are printed with letterpress finishing on Crane’s Lettra, which is 100% tree-free and made from recovered cotton fibres. Whilst it’s true that cotton generally has a large environmental footprint, Crane’s Lettra is made from cotton linters – a byproduct of the cotton industry that is recognised by the EPA as a recovered fibre. These fibres are almost pure cellulose, as compared to those from trees, which are less than half. This means that cotton fibres require fewer chemicals and produce far less waste than papers made from trees. In addition, the repeatedly reusable cotton in Crane’s Lettra can be recycled with traditional paper.

Not only are these fibres environmentally responsible, they make a paper of superior quality. So hopefully, anyone who gets their hands on a business card will want to keep it!

And finally, we designed and launched a new, fully responsive website

 

Does your organisation need a new logo, website or brand refresh? Contact us for some free advice and a cost estimate.