CONCETTI
MISSION
Concetti is a Detroit-based interior design studio who partners closely with their clients to express their genuine selves at home, at work, and in their communities. They needed a new brand strategy and identity to accurately communicate who they are. I was one of two designers to create their new identity and visual language.
IDEA
With the strategy team at BasedOn, we first guided the studio’s name from the previous RL Concetti to simply Concetti (Italian, “Concepts”). We then developed their new brand idea, “Create Space that Becomes You.” The new visual language captures the gravity, boldness, and ecstatic energy of their team and creative process through provocative type systems, imagery, colors, and linework all harmonized to produce an invigorating creative atmosphere.
The new brandmark embodies the name itself—its icon being comprised of different segments to represent the concepts they conceive and the phases they bring their clients along. The visual transition of the segments form the whole “C” for Concetti, symbolizing the state of “becoming” they realize in every project they do. A cleanly stylized wordmark and descriptor complete the brand signature with grace and gravitas.
INTEL
• Studio Client Work
• Studio: BasedOn
• Brand Identity Redesign
