With emerging industrial designer, furniture maker and interior designer Ted Synnott, we moved his brand from a name, into a system. […] Ted utilizes intersections of straight lines and curves to his artistic advantage, resulting in forms that are sculptural with a warm sense of gravitas. With this in mind, from the start we knew that our work could not overbear his, and the project developed with a product-centric mindset in order to best show the finer details.
We developed a system built on the level of detail Ted spoke of his work, down to his sketches of joinery and neatly laid out notebooks. Introducing technical diagrams alongside documentative product shots, we brought a quiet order to the design, with tables for important information and pin-lines separating sections. The neo-grotesque face ofSuisse Int’lprovided unobtrusive annotations. With these elements, unassuming layouts populated a 12 column grid across all collateral, resulting in consistency across channels regardless of subject. In order to avoid being too clerical, warm colour was used in tonal variations, with greys, beiges and off-white textured Colorplan stock giving a human touch. […] We introduced a strong, distinct red as a highlight colour to bring information to the viewer when it needs to be, particularly for Fragile Stickers or extra resources available for architects and interior designers. As Ted’s brand grows, we expect to use red in promotional packaging, signage and other collateral where attention is crucial.