BRAND NAMING / BRAND IDENTITY / BRAND EXPRESSION SYSTEM / BRAND OUTDOOR HOARDING DESIGN / BRAND COMMUNICATION GUIDELINES / BRAND STATIONERY & COLLATERAL DESIGN
Luxury Branding Case Study
Project background: Lines & Vision (L&V) is a well-known global architectural, engineering, and interior design company founded in Beirut, Lebanon in 2003 with offices in Dubai, Abu Dhabi, Ras Al Khaimah, Muscat, and the Ivory Coast. Since 2003, Lines & Visions has built numerous projects across continents and has become one of the most accomplished multidisciplinary architectural design & engineering firms in the region with a diverse portfolio. Offering tailor-made solutions for each project, the company’s aim isn't only to keep up with the changing trends in the industry, but also aspire to influence them and contribute to the advancement of architecture in the region. Lines & Visions endorses a purpose-driven design philosophy that stems from the client's desires. They use the vision and needs of the project's future users as a device to enhance the creative process.
In 2021, the company was all set to launch a new business vertical called ‘L & V Elite’ based out of Cairo, Egypt in the luxury segment, targeting a niche clientele. The team approached Arabella Design to develop a luxurious, bold, and confident brand that would help them command premium in their markets and reflect their attention to detail as followed by them in their interior design and architecture philosophy.
Brand Archetype
The Creator
Imaginative | Creative | Authentic | Promising | Expressive | Perfectionist
Archetype Values: Imaginative | Outside-the-box thinking | Passion I Self-expression
Personality attributes: Straight forward | Clear Thinking | Best-in-Class | Stable | Strong
Brand Identity Design
To bring alive the essence of high-end luxury branding, custom-crafted typefaces were designed with high attention to detail. The sharp cut edges and confident strokes were crafted to build immense luxury value in the brand. The logo was designed to be a compact logo unit so that it is comfortably visible even in small sizes. Its minimal construction makes it easy to emboss and engrave on all surfaces and materials.
Look: Elegant / Luxurious / Iconic / Minimal / Unique / Lavish
Feel: High Esteemed / Confident / Creative / Proud / Market Leader
Logo Exclusion Zone
The exclusion zone refers to the area around a logo, specifying the amount of designed clear space (containing no other graphic or text) that can surround the logo. Since our logo is bold and very distinct, a small clearance space equal to the height of ‘&’ was recommended.
Recommended brand color palette to bring alive the desired luxury branding look & feel.
Brand colors were recommended to be kept as a combination of subtle and stark. These are to be used in a specific ratio and proportion to bring alive the luxurious branding feel and emotion, in line with our overall brand personality.
Light Matter - Light, positive feel color, is mainly used in combination with deep royal blue as a background.
Dark Matter - Representing neutrality and balance.
Deep Royal Blue - Stable, harmonious, peaceful, calm, and trustworthy are just some of the feelings that customers will associate with the brand. Blue also establishes a visual connection with the master brand ‘Lines and Vision’.
Subtle Peach / Rose Gold - Peach is directly associated with the expression of modesty and innocence. Peach also signifies a warm feeling of friendship and caring.
Golden Yellow - The color gold is the color of success, achievement, and triumph. Associated with abundance and prosperity, luxury and quality, prestige and sophistication, value and elegance, the psychology of this color implies affluence, material wealth, and extravagance.
Copper Orange - Effectively a dressed-up shade of brown, copper also embodies the color's warm, homely energy. A hint of red lends it a more lively energy, which is then further enhanced in its metallic form. To be used in specific places to attract attention.
Brand Typography Family
The below font family was recommended to evoke the desired emotions and to showcase the brand's best side - ‘luxurious & creative’. The choice of text style has been made to have a huge impact on the 'feel' of the business outlook and invite more people to connect with the brand.
Brand Assets
The brand assets were designed in alignment with the core luxury branding strategy to help generate trust, communicate the brand values, showcase professionalism, and strengthen the brand recall value at every touch point. The well-designed brand assets helped the brand deliver a consistent, unified experience to bring the business to the top of its customers' minds.
Brand Signage Design
It is important to reach the right customers and an eye-catching signage design helps the customer know where the company office is located. Unlike other means of advertising like radio, TV, and newspaper, signage is cost-effective.
The brand signage for the new office in Cairo was designed to create local brand awareness for the public on the street. Clean minimal branding with rich texture reassures the luxury branding and positioning of the brand.
Outdoor Launch Hoarding
The hoarding was designed to communicate the luxury branding narrative and to position the brand ‘L&V Elite’ correctly in the architectural space.
Billboards present a unique marketing method that can directly impact growth and provide with results shortly after they have been placed around the city. Outdoor hoarding is an excellent way to get instant mass visibility around a particular geographic location. The hoarding was recommended to be of a lit type for visibility around the clock.
EXPLORE SOME OTHER LATEST WORK
Case studies of some other brands we’ve built.
Branding is at the core of everything we do. Every design, every detail, every decision — all purposefully crafted to strengthen the brand. Our outcome-focused solutions span research, strategy, creativity, engagement, and execution.
