Forest Creative Agency
Forest Creative Agency & Beech Studios
Corporate Design, Branding, Stationery
Let me introduce you to one of the trickiest jobs and one of my absolute favourites so far: The corporate design for Forest – Creative Agency and the partial redesign for Beech Studios. Creating a reduced and timeless logo for a name where so many great abstract designs already exist has been quite the challenge, but I loved it all the way to the end! The agency hired me with the creation of a distinctive, minimalistic and sophisticated corporate design, which had to be as less design as possible, incorporating both aesthetic, timelessness and professionalism as well as a unified typographic system to be used across all sub companies of the “Tree Group GmbH & Co. KG” such as Beech and Forest.
I began as usual with an extensive research followed by loads of sketches and abstractions of almost any possible object related to wood, trees or forest. Mean- while I checked each idea with the database of the German Federal Patent Office (DPMA) to prevent the creation of a designer of which trademarked aberations alreay exist. I tried to convince the client to overthink their briefing, as almost every possible design that met their requirements already existed until I finally landed a strike with a rather quickly made sketch of three triangles which I thought to be representating both in Bavarian Forest’s comon fir trees, our beautiful alps as well as the three founders of the company. The pictogram was furthermore used as a decorative background element on all stationery and visual communication. I completed the corporate design with a typographical system, using high contrasting font weights of Avenir Next with a cut in the letter “E” in order to create a visual connection amongst the subcompanies. After probably one hundred sketches, I have mastered the challenge and created a bold and timeless visual identity for film and design studio unlike any other. Finally I finished it off with the creation of a custom made, CNC cut wax-seal stamp, to be used on their high class client communication.