Case Study

Saaf

Capturing the essence of refinement in contractual fitting.

Issue

Saaf, a contracting company, needed a complete overhaul to focus on luxury fitting as part of its redirection.

Its overall brand design was outdated and overloaded; started as a general contractor, the new firm's distinctive edge on luxury-end fitting for interior and contracting projects needed to be conveyed throughout the design.

Insight

Refined shapes, textured materials, and elegant forms aren't just visual elements for Saaf - they are at the core of what the new business can offer.

The new company direction embodies the details of finishings on all levels. Its role in providing possibilities for luxurious cladding and textural material can elevate the overall impact of an environment, especially when playing with new-material in fabrication and architecture, when translated to design, it can give life to what used to be seen as a rigid profession.

Solution

Combining the original palm leaf emblem with the possibilities of modern-day production as our design foundation, we uplifted a crisp, elegant look that allows customers to see the company's new direction precisely.
We prioritized a clean but sophisticated fine-tuning, starting with the company's emblem and the recreated patterns. Actual materials of external cladding and interior fitting inspired the patterns.
We eliminated unnecessary adjectives within the logo and descriptive to convey a stronger presence to the brand name, ensuring that Saaf's new brand image conveys a singular strong message.

By focusing design on the tactile impact of luxury fitting, we redefined the visual concept of a contracting firm.

We readdressed the original emblem by giving an organic movement to the palm leaves. The new logo simulates a continuous interplay between precision and organic balance.
The descriptives were removed to allow the Arabic name to coexist in the trademark. The new branding is more impactful and sets the tone for the new positioning.

1.9.2_castglass_profile_monolithic_textures_2477_05062021-2

The identity system took a structural quality as a nod to the manufacturing capabilities of modern engineering and the complexity of the palm leaf.

We created a look and feel that stands true to the visual impact of the environments delivered by Saaf.
A sense of copper-tone warmth paired with fluid engeneering patterns and a modern serif created the balanced impact of strength in construction and the luxury of tactile space.

Custom
Brand
Labs.

Get a tailored service and workshop
designed for your specific work culture.

Let's discuss your brand

Case Study

Saaf

The identity system took a structural quality as a nod to the manufacturing capabilities of modern engineering and the complexity of the palm leaf.

Custom Brand Labs.

Custom
Brand
Labs.