The construction industry is traditionally a conservative industry and is slow to adapt to trends. As its Founder Benny’s vision for Earth Element sought to reconcile the practical considerations of the construction industry with the creative tendencies of the interior design and architectural professions, EQ was tasked with creating a brand strategy that could fully encompass the diverse aspirations of Earth Element in a novel and exciting way that could appeal to a wide range of customers while remaining true to Benny’s values of mindfulness and respect for nature.
Beginning with the aforementioned core values, we began to build a brand identity that hewed closely to a rustic and earthen aesthetic which was heavily influenced by the relationship between Mesoamerican and Native American cultures and their land. This easily communicated Earth Element’s focus on environmental sustainability and the spirituality of the creative pursuit, resulting in a compelling brand that is different to anything else on the market. Outside of the interior design and construction industries, our focus on supplying materials for artistic and educational purposes also led to the decision to open an experiential showroom that could also function as a community space in hosting art exhibitions and educational workshops for the general public.
Our visual strategy sought to counter the staid culture within the construction industry and push the boundaries of the materials sourcing experience by adopting a visual approach that is not only beautiful, but carries an element of ”playfulness”. This encompassed warm pastels, characterful typefaces like Classico and HK Gothic, and bespoke illustrations to animate the brand with a sense of liveliness. By doing so, we encouraged clients to interact with, and understand the stories behind each material.