We acknowledge the Gadigal
People of the Eora Nation as the
traditional custodians of the
land on which we live and work.

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.

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The design system is based around core principles that echo their values — simplicity, precision, clarity and transparency. 

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The visual language uses the brand symbol as a building block.

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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.

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Launch day brand handbook created for clients, collaborators and the internal team to help bring them on the journey.

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