Property naming and identity for CEL Development
Brand Strategy · Identity · Launch Campaign
An industrial address people could remember.
I contributed to the name, positioning and identity for CEL Development's industrial building. The slatted facade became the starting point, giving the property a visual idea that came from the place itself.
- My role
- Naming, positioning and identity direction
System logic
How the identity idea became a usable system.
The brand problem
The development was practical by nature, but it still needed to stand out to potential tenants and become an address people could remember.
The core idea
Rather than add an unrelated graphic theme, I used the building's own architecture to shape the name, identity, campaign and brochure. The facade became both the subject and the design device.
The system in use
The property name, visual identity, launch communications and sales brochure.
The design outcome
The building gained a simple, repeatable identity cue that connected the architecture to every piece of launch material.
1 more view from the project
See the system in use.
