The Structure Group approached Kaizen Brand Evolution to create a contemporary brand strategy for their bespoke, luxury building business. The branding needed to express the high-end, multi-million pound, custom homes that Structure work on. The identity had to be versatile when marketing to high-end clients in the likes of Dubai, London and further a field.
We created a contemporary brand identity and tone of voice for the company that voices the mission objectives and reflects the finished product. The brand is simple – Built from a series of lines echoing architectural plans – The lines appear in the brand mark as well as playing an important role throughout marketing material and online.
We created the strapline ‘Truly Bespoke Builds’ which came from the company name ‘Structure’. Simply lifting and evolving the letters TRU from Structure was an organic brand copywriting strategy.