London-based property developer Groveworld specialise in transforming unused, derelict sites across the city into high-end, sustainable developments with green-spaces for public use. Once completed they are a catalyst for transforming and improving the wider local area. Groveworld wanted an identity to represent this way of working.
I created a graphic language inspired by the idea of a ripple effect, representing the positive impact of the developments through concentric circles. This motif was combined with a monogram and a tree icon to create the Groveworld logo.
To support the visual style I also developed a flexible system for writing headings which referenced the developers process of transformation. These elements, combined with a luxurious gold colour palette, resulted in an identity which looked premium while also referencing the company’s ethical approach.