Convex Property

Convex is an emerging project management and property development business, who came to me with the request of building them a brand identity from the ground up. With minimal brand story, I drew upon the name 'Convex' itself as a starting point. Upon investigation, the concept of a convex lens had a strong correlation to the type of work the business conducted and their values. A convex lens concentrates beams of light into a single point, just how a project management business aligns many moving pieces to achieve a singular end goal.

With a strong brand strategy established, visual execution focused on communicating to their audience a sense of professionalism, trust, and precision. The brand monogram is formed out of curved lines that represent a convex lens concentrating light towards a point. The intricate nature of the logo references the complexities of their business operations, and the accuracy in which they service their clients. A sans serif typeface with rounded elements balances a modern professional look with approachability, the curves also aligning with the broader visual identity. Custom copy distils the brand story for recall and impact.