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Ashara

Architecture

Expressing Legacy & Landmarks

Ashara Architecture and Engineering PLC is a Design & Consultancy Firm engaged in Building Design, Interior Design, Construction Supervision, Consultancy services to help Builders, Companies, and Governmental Offices. Ashara builds landmarks through Bold and Elegant Projects with Detailed care and Execution. For their brand Launch, the client wanted to build a brand identity that appeals to both local and international clients in a way that expresses the brand values of building landmarks.

Deliverables
Logo Design, Print Design
Project type
Client work
Role
Designer

Ashara

Architecture

Deliverables
Logo Design, Print Design
Project type
Client work
Role
Designer

Expressing Legacy & Landmarks

Ashara Architecture and Engineering PLC is a Design & Consultancy Firm engaged in Building Design, Interior Design, Construction Supervision, Consultancy services to help Builders, Companies, and Governmental Offices. Ashara builds landmarks through Bold and Elegant Projects with Detailed care and Execution. For their brand Launch, the client wanted to build a brand identity that appeals to both local and international clients in a way that expresses the brand values of building landmarks.

The Brand

Ashara Architecture and Engineering PLC is a Design & Consultancy Firm With the flagship services of Architecture, Interior Design, and Construction. The word Ashara (አሻራ) in Amharic means fingerprint and the name was chosen by the client to express the meticulous focus on functionality, flexibility, and a clear workflow that yields a Landmark that is personalized to the context of Ashara’s clients. The Philosophy is providing a set of complete and services for the entire construction process, which guarantees control over all the variables of the project so that the final result can Transcend expectations.

The Challenge

Because of the Legacy, uniqueness, and appeal of the concept of a fingerprint the concept has been used many times with a literal representation approach in a lot of other industries, and the visuals of the brand needed to stand out from the other brands which presented the need to create a unique visual pallet. Moreover, while the name of the brand is Amharic the brand appeals to both local and international companies so the visuals (Amharic and English side of the brand) should present the feel + story of the brand in a way that complements each other.

The Approach

Ashara builds landmarks through Bold and Elegant Projects with Detailed care and Execution. The Goal was for Brand Visuals to be eye-catching, elegant, and memorable. The Design Exploration is directed at combining the bold brand tone, the idea of a fingerprint (avoiding the overused literal concepts) & the idea of architecture lead towards a maze motif for the logomark. The logomark integrated the Amharic letters to form a maze accompanied by a minimal letter-mark in English to achieve the goal of appealing to both market segments

The Logo

To execute the brand value of meticulously detailed care and execution, The logo do was built on a grid system giving a feel of a maze even if the person seeing the logo mark does not speak/ read Amharic. Moreover, the English part of the logotype was chosen to be clear and geometric font to maintain readability without sacrificing the uniqueness of the logo.

Stationary Items

The stationary items were designed to give a clean and clear

Proposal

Bids are one of the main channels of approaching the brand's target market, in order to unlike letters, proposals tend to be text-heavy. To accommodate that characteristic, The letterhead design was extended to have more a layout with more whitespace, and the watermark was transformed into a pattern that holds the visuals together leading the eye of the viewer to the information presented.

Proposal

Bids are one of the main channels of approaching the brand's target market, in order to unlike letters, proposals tend to be text-heavy. To accommodate that characteristic, The letterhead design was extended to have more a layout with more whitespace, and the watermark was transformed into a pattern that holds the visuals together leading the eye of the viewer to the information presented.

Brochoure

For events such as architecture-expos and walk-in customers, A tri-fold brochure was designed to briefly introduce the ashara brand and services. In order to make content accessible to the broad range of services and market segments, the first page that the viewer sees when opening the brochure is a summary of the services. Moreover, the sectors/results were matched with the frequently used terms that potential customers use on phone calls and meetings.

Brochoure

For events such as architecture-expos and walk-in customers, A tri-fold brochure was designed to briefly introduce the ashara brand and services. In order to make content accessible to the broad range of services and market segments, the first page that the viewer sees when opening the brochure is a summary of the services. Moreover, the sectors/results were matched with the frequently used terms that potential customers use on phone calls and meetings.

Social Media

In order to introduce the brand over social media in an even more eye-catching way, the profile picture took the concept of the maze further towards the assumed image i.e. the logo gives an image of a maze from the top and the profile picture turned it around in a perspective view, the cover image was designed to be appealing to read while painting readability of the message across devices
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