Creative Front is an interior design studio with a difference, they are part of a large building and fit out firm focussing on retail food outlets. Being located in the same building allows Creative Front to have a seamless connection with the builders allowing quicker completion and less hiccups through the whole process. They also use an industry-leading software that lets them send the approved designs down to the builders without needing to be converted to another format. In setting up the new businesses they approached Harley Johnston Design to help with creating a name for the studio as well as a brand identity, document design and website design.
We discussed early on the idea of duality setting them apart; being a full design studio located in the builders premises. After exploring lots of name options the client expressed idea of strength and growth as well as sounding more like a movement than a traditional design studio. This theme combined with the idea of duality led to the name Creative Front as well as the two sided symbol. The symbol and font share a strong 90° and 45° aesthetic and a forceful red, white and black colour palette. The documents were designed to be clear and easy to read while the website is bold while remaining simple.