Description:

The rebrand of Keir Landscaping and Structures to the more succinctly named Keir Projects to reflect their broadening expertise and expansion in various sectors including public access and civil construction. Keir Projects is a one-stop shop that pride themselves in creating technical structures and executing hard landscaping in difficult-to-access situations across the country. Their projects often require responding and adapting to the environment, with the finished result ultimately enabling Kiwis to connect with nature.

A new identity was required to reflect the growth of expertise, added depth of visual storytelling along with application variety to better represent the range of competencies and services offered by Keir Projects.

The brand needed to convey the balance / tension between technical excellence (structural, engineered forms) and the presence of — and access to — the surrounding natural environment (the organic). This tension forms the core of the brand story: to create a fluid, symbiotic fusion of structure and landscape found in uniquely wild places.

We created a new ‘K marque’ that suggests an outstanding, technical proposition (built forms, technical fixings, machinery etc.) whilst the internal counter forms suggest an adaptive, uniquely creative response to the environmental context.

Typographically, the marque is paired with bold, expanded typography conveying experience, assured capability and a sense of horizon. KLIM’s Pitch Sans is used for the tagline and technical descriptions. The angular bevels found in the font and the monospacing are tonally perfect, reminding us of technical brackets and fixings. The core brand messages ‘Connecting to Nature’ and ‘We build things in wild places’ is set in an idiosyncratic typeface — a softer, natural counterpoint with unexpectedly ‘extra’ organic counter forms creating a sense of playfulness whilst suggesting nature informs the design and will ultimately reclaim the built environment over time.