Monolot

Branding and web design for an ambitious archviz studio

From the beginning of this project, we have been working closely with the client. Launching a new brand is always exciting, but it takes a lot of effort on both sides. During an intensive remote workshop, we understood the business model, target audience and nailed down the foundations of a new brand. Several interviews with existing clients were conducted to validate our thinking in terms of brand promise and the unique value proposition of the company. We developed the idea of archviz images as a beginning of stories of unbuilt architecture. Stories that continue with the construction of buildings and finally all people using them.

Naming

Based on the brand strategy we started thinking about a new name. This process took almost 3 months and was full of dead ends. The final name – monolot – was created by combining words of several meanings, which describe the essence of the studio's work and its focus on architectural visualizations. The similarity with the word "monolith", as well as the composition of the words "mono" - single/one and "a lot" - very (i.e. very simple), refers to the rational approach and minimalist atmosphere that is characteristic for the production of the studio.

Brand identity

Based on the brand strategy and naming the aim was to create extremely minimalistic visuals to be aligned with the character of the images and don’t compete with them. A limited color palette, raw typography, and all design elements had to be stripped down to achieve this feeling. 

The logo itself is composed of basic building blocks – similar to those that can be found in architecture. Three o’s are replaced with dots, that when put together create an ellipsis (...). It is commonly used in written language to omit part of messages and therefore communicate their images as stories to be continued…

Website

Website is a crucial part of the whole project because of the global ambitions. To support the brand strategy and create a memorable experience we decided to divide the website into chapters and employ horizontal scrolling together with some advanced interactions.

A floating action button was used throughout the page to optimize the conversion rate and allow users to start communication from every page. The goal here was to offer two modes of communication – a contact form and a new project questionnaire that streamlined data collection, especially for new business inquiries.