Residential builder Andrew Cramer-Roberts approached us to develop a new brand to support his building and renovation business. The Built Smart identity needed to feel reassuring and human to those house-owners wanting to build or renovate who were grappling with concerns about the process.
For the wordmark, we placed the word Built above the word Smart, stacked like two blocks – a reference to the theme of building and construction.
The wordmark is simple, easy to read and thus solid and reassuring. The icon is derived from the wordmark, drawing on the relationship of the two blocks while also forming a B. Renovation is often an emotive experience for the client, with their houses being an intimate reflection of their taste and sensibilities. The palette consequently avoids stark and overly industrial colours, in favour of a more human, natural and emotionally resonant set.