Aloof were approached by Standard 8, to help redefine their brand direction in order to expand their business into new areas. Their brand identity, business stationery and website is the result of six months collaborative work which has helped Standard 8 gain the confidence to approach and win new clients.
Historically Standard 8 were perceived only as ‘makers’— a dated website and weak project imagery primarily contributing to this misconception. Noticing an exceptional design capability is at the core of their offer; Aloof redefined their identity, art directed and retouched their image archive and created a striking portfolio website to reflect this, ensuring they appeal to their target market of designers, photographers and architects.
The stationary was to be ‘non-standard.’ Fedrigoni Sirio Limone papers were skilfully triplexed to create a thickness exceeding regular paper weights. Letterheads fold into quarters, not thirds – a play on a division of 8, resulting in a sleeker format and bespoke matching envelopes. Embossing of the logotype makes the type ‘stand out’ creating a concept in alignment with Standard 8’s work. Additionally 8 compliment slips can be montaged together to form the Standard 8 logo – a playful extra.