Baseline Identity—Built environment
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.
The design system is based around core principles that echo their values — simplicity, precision, clarity and transparency.
The visual language uses the brand symbol as a building block.
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.
Launch day brand handbook created for clients, collaborators and the internal team to help bring them on the journey.
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