Cool common sense: AKLR’s utilitarian identity for Sense Constructions is powerful and to the point
Melbourne-based creative studio AKLR – who comprehensively delivered the project, from communications and web development to design and art direction – have collaborated with Sense Constructions in crafting their no-nonsense, impactful identity, epitomising the expertise and confidence of the organisation, which focuses on specialised works across floor and door sectors. Inspired by the on-site graphic vernacular of the construction industry, AKLR led the identity with unapologetic, stencil-like typography. Courtesy of Commercial Type’s Druk Wide as the typeface of choice, the resulting wordmark conveys a robust utility and pragmatism, as well as an undeniably familiar and inevitably cool tone.
“For the brandmark, we chose the heavy cut of Druk Wide,” Creative Lead Alex Kimpton tells us, “because we loved its bold, expert and confident attitude,” qualities Kimpton notes as evidential of Sense Consutrctions’ own character. “We also liked how it harkened back to stencils and signage that are often seen on worksites,” she adds, counterbalancing the typeface’s strikingly domestic form with the selective inclusion of Lanston Type Co.’s warm monospace, LTC Remington, for technical detailing and Weltkern’s Everett as the primary supporting typeface. “Everett was chosen for the primary typeface because of its engineered and razor-sharp qualities,” Kimpton explains, “in particular the joining details created by the sheer diagonals of the uppercase ‘A’s, ‘M’s, ‘N’s, ‘V’s and ‘W’s,” as well as the lowercase ‘w,’ ‘v’ and ‘y’ letterforms. “We chose the combination of these three typefaces both for their individual characteristics,” she recalls, “and because of the unique interplay created between the three,” shaping a distinctive hierarchical relationship, most evidently seen in the repetitive, copy-driven communications that punctuate Sense Construction’s identity.
Utilised to plainly and impactfully demonstrate Sense Construction’s core values, AKLR’s repetition-based approach to messaging gives the identity a sense of ownership and pride across the brand’s numerous physical and digital touchpoints. “Sense Constructions’ specialism and expertise is a unique quality that is a mainstay across all of their work,” Kimpton recalls, likewise citing their commitment to on-site safety. “As a company known for measuring twice and cutting once,” she continues, “the motif of repetition was a fitting technique to capture their repetitive and consistent practice,” playing into the ‘loaded’ nature of the brand name at the same time – made all the more impactful due to the stark, monochromatic palette. “It was chosen as an anchor to bookend a series of characteristics related to their practice,” she suggests, such as common sense or good sense, hailed as a point of difference within the sector. “We wanted the copywriting to communicate their unique approach to the industry,” Kimpton concludes, “and we felt that announcing their values throughout the different touchpoints of the brand was a really effective way of doing this.”