In late 2013 Aro Yhtiöt were about to merge their three businesses (Sähkö Aro, Oulun Vesi ja Lämpö & OVL Tekniikka) into a single company called Aro Systems. I was tasked to come up with a branding concept and designs from ground up for their new company that would operate in many different areas including but not limited to HVAC, construction and renovation. The business is family owned and they required that some of the old heritage should be retained in the new visual identity – for example the color blue.
The final concept and execution is inspired by the rough and tough going of the daily grind at the construction site. Fire, water, wood, earth, metal harnessed by skilled hands to first become a solid foundation and eventually a beautiful building. Hardworking and honest attitude combined with technology and techniques of tomorrow.
Brand strategy, brand visual concept and design, art direction, photography, web design, stationery and various print design
Logo and typography are inspired by bold, clear and perhaps somewhat minimal architecture. Key words: geometry, symmetry, sharp edges, straight angles and round circles.
Construction is defined by a sort of ruggedness yet it is at the same time very vibrant and alive. I wanted to not only take the colors from this space but also display in the photography the excitement and power inherent in crafting with fire, metal, water etc.