Mark Bouw — casdas.

For the Mark Bouw Group, there were three key areas the company needed to design around. Consulting, Accounting and Tax, and Creative.

The brand in it’s current state had two colours: White and Navy. This allowed for very little play in regards to graphic representation but also did not display growth, dynamic character or simply just variety. So the colours were the first thing to go.

For the main logo we needed something adaptable, not just a one stay logo. Halyard Display was used as compared to the old custom font the company had. I also chose to stack it rather than having a rather long logo-mark. The M stayed but I proportioned it a little bit better and tidied up the vector work.

The real beauty of it came with the sub logos. Where I simple substituted “Group” with Creative, consulting and acc+tax. This gave us cohesiveness and an underlying design system.

With a relatively new and somewhat incomplete (the creative director was on leave whilst I lead the rebrand) creative team, it’s quite a hard task to design an identity for yourself. We went through a few variations to arrive at the final product.

A very similar intent came with this design as with the hero logo. I wanted to show creative as a bit of a wild card just still glorious and full of splendour whilst keeping the field thematic.

The intent of this image was to give an instant distinction so that when a new client comes to the front page, there is already an expectation for quality but it also draws attention. Since we were mostly reducing the amount of “our work” on the pages, imagery really had to carry.

It was settled on 4 colours, a blank beige/cream for a blank canvas, the way a client comes to us. A dark green to represent heritage growth and a bright green for future growth, new life and sprouting. Our Lilac colour was exclusively for creative, as it represented that extra element of pizazz and life, electricity so on.

There were these sub logos I designed that were to represent each major group. A “moonshot” line for consulting, to show how we will take you from here to the moon. An upwards line for accounting and tax to really simply say with us: “it’s going to go up and it’s that easy”. The final element for creative is a mixture. Mostly abstract as it’s hard to put a definition on what creative is. But I see it as a flame and a “flourish”, it’s alive, electric and different from the rest as it is a stand out service.