Effektive brands two new architecture businesses


By The Drum Team | Editorial

February 8, 2010 | 3 min read

Effektive, the agency recently established by former Curious creative Greig Anderson, has branded two new architecture businesses.

The Glasgow agency, which is moving into the Dixon Street office vacated by Graphical House, was approached to create a new identity, stationery, branding materials and website by start-up practice Fraher Architects in London.

Anderson explained: "An unusual surname, Fraher, meant that the two partners Joseph and Elizabeth decided to split the name to make it easier to pronounce. Originally naming the practice Fra+Her, we decided to remove the + and instead split the name into two syllables making pronunciation simple.

"As a hint to the bond between the partners and a nod towards the previous marque we created a negative space + by the creation of two dots used to the left of the identity in a colon style, an element used in all branding materials."

The use of grid lines in the identity will be applied to Fraher's new website, which the agency is in the process of finishing, along with further print promotional materials.

The second project saw Effektive asked to name and design an identity and website for a start-up architecture and CGI studio based in Fife.

Effektive chose the name Render to represent the business's 3D architectural drawings and visualisations and its creative approach riffed off the way objects appear in wireframe before they are finally rendered.

"Using these boxes we created a bespoke type based identity and graphic language which is modular in its design and like architectural building blocks can be moved, stacked and used to create a variety of shapes and designs," Greig said.

Anderson has formed Effektive after working as a senior designer at There and E2 based in Sydney.


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