Baseline
Scope:
Identity, Guidelines, Signage, Web, Strategy
Identity, Guidelines, Signage, Web, Strategy
Baseline is a head contractor builder specialising in government and commercial projects. We worked closely with the Baseline management team to develop a strategic identity that refined their point of difference and better reflected who they are. In a sea of hi-vis orange, Baseline stands out by keeping things simple. The colour palette is understated and almost mono, primarily black and white.
Design System
The visual language uses the brand symbol as a building block.
The design system is based around core principles that echo their values — simplicity, precision, clarity and transparency.
Design application
Launch day brand handbook created for clients, collaborators and the internal team to help bring them on the journey.
Team
Client
Baseline Projects
Writing
Rohan Trollope
Development
Ten Two
Animation
Never Sit Still
Photography
Christopher Ireland