KNIGHTBUILDERS

W.J.

BRIEFTo create a brand package for newly established construction company, W.J. Knight. The brief stated that the brand should reflect the company’s core principles of being both trustworthy and professional.

CONCEPTThe concept was to provide appropriate visuals that could tie in to the company name of ‘Knight’. This was achieved and then expanded on to give a choice of options to the client.

TONE OF VOICEA serious tone of voice which would enhance the idea of the brand being ‘trustworthy’ and ‘professional’. The idea was also to try to avoid making the brand seem newly established, and to give it a sense of history.

AUDIENCEPotential clients of both sexes that would require the services of a construction company that specialises in home construction and renovation.

CRAIG LAINGBA GRAPHIC DESIGN YEAR III

BOARD 1/8

LOGO / STATIONERYFor the first route I created a logo that tried to emulate a royal crest design, but that was stripped down enough to look contemporary. The typeface used is Baker Signet, positively kerned at 15.

The letterhead and compliment slip are printed onto 90gsm matt white stock, and the business card is printed onto 400gsm off white stock with a pearlescent ‘brushed steel’ reverse.

2/8

3/8

WEBSITE DESIGNThe website I proposed for the first route tries to reflect the core principles of the brand in it’s structure and layout. It is meant to be deliberately understated, with it’s sole purpose being a showcase and point of contact for W.J Knight.

4/8

LOGO / STATIONERYThe second route I created is derivative of the first route in that it uses a shield motif, this time slightly more abstract with the type sitting in a banner across it. The typefaces used are Univers Ultra Condensed kerned positively at 75 and

TW Cen, positively kerned at 50. I also created a system for holding contact information that used ‘hazard lines’, which is meant to reflect the industrial nature of the brand.

The stationery is printed onto 90gsm ivory stock, while the business card is printed onto 400gsm ivory stock.

5/8

LOGO / STATIONERYThe third route I created for W.J. Knight split the brand into three divisions - one for logistics (shown above), one for construction and one for architecture, in an effort to imagine the brand in a different context.

I created a small emblem that was inspired by the hardest material on Earth, diamonds. This route is meant to reflect a more corporate version of W.J. Knight. The type used is TW Cen, positively kerned at 25.

The stationery is printed onto 100gsm pure white stock, while the Business card is printed onto ivory 380gsm stock.

6/8

LOGO / STATIONERYThe stationery and business card design for the ‘construction’ division of the third W.J. Knight route. The print specifications are the same throughout route three.

7/8

LOGO / STATIONERYThe stationery and business card design for the ‘architecture’ division of the third W.J. Knight route.

8/8

WEBSITE DESIGNThe website I proposed for the third route was meant to feel more corporate than the one for the first route. It relies on photography and a large mission statement to entice the viewer to expore the website further.