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The Adaptable Bridge Identity

AVA

A world class engineering, manufacturing and construction team came together with Network Rail to design a game-changing and innovative footbridge. We developed the name, brand identity and campaign collateral for the bridge designed to fit any station, anywhere.

What we did

Brand Strategy & Identity

Revolutionising the way footbridges are built

We joined the team as the initial prototype was being built. The priority for this project was for the identity to be understood and appreciated by a diverse audience; from potential buyers in the infrastructure sector to grassroot communities in the upcoming sites. Our approach started with online, interactive workshops to enable the team to discuss the personality of the bridge’s brand should be. Through this process we got an understanding of the brands intentions and values which led to our strategic themes: function, impact and attitude.

 

Process

We explored naming opportunities whilst testing visual concepts for the project that would suit the modest and to-the-point tone of the brand. As well as this we wanted the branding to reflect the bridge’s physical and social values. The result was AVA: The Adaptable Bridge.

The logo is made up of multi-faceted three-dimensional forms that are inspired by AVA’s folded steel panels and is brought to life through animation. The faces of the logo reflect and absorb the monotone palette which supports the understated tone of the identity. Flat backgrounds and sharp contrasting lines provide neutral and spacious backgrounds for the logo to unfold. The identity is continuing to give the project a strong online presence through its website and social media channels, resulting in engagement from the best in the engineering and infrastructure industries.

About

Work

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Contact

020 7307 9292 / studio@thomasmatthews.com
We are part of the Useful Simple Trust, a family of professional design practices driving change: Expedition, Thomas.Matthews, Useful Projects, Think Up and Useful Studio. Our experienced and committed engineers, architects, designers and strategists work side-by-side creating purpose-driven design for our changing environment.
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