Industry and organics: Lava’s wind-swept brand for Nudus reflects its partnership with nature
“Nudus is an emerging architecture firm led by founding partners who are esteemed figures in the field of architecture,” Brand Strategist at Lava, Lars Terhorst, tells us. “The team itself has roots in the renowned firm Barcode,” he adds, contextualising the Amsterdam-based practice’s role in shaping the firm’s generative visual identity, “we aimed to capture and reflect their demonstrated leadership,” he continues, turning to the concept of wind to lead the brand, leaning into the notion that the natural force in question determines one’s course of direction. “Nudus’ leadership plays a pivotal role in charting the path for its clients,” Terhorst remarks, “and the industry as a whole,” noting how the pioneering attitude of the architectural firm deeply informed its identity.
Nudus’ wild influences can be seen in the distinctive use of colour, marking a point of difference to the architectural industry as a whole. “While many architectural firms often present themselves in black and white,” notes Head of Design Sacha van den Haak, “we recognised the significance of highlighting the natural world,” a world which Nudus is integrally in collaboration with. “Therefore, we chose a colour palette derived from photographs of Nudus’ projects,” he details, harnessing the lively tranquillity of the raw, wild hues to firmly root Nudus alongside the world it inhabits, is inspired by, and partners with. “These serene tones not only enhance the dynamic and unpredictable nature of the wind shapes,” he suggests, “but also align with the conceptual essence of the organisation as an architectural firm,” a concept most physically demonstrated in the bespoke, generative wordmark tool that Lava developed.
While cementing the identity in a contemporary context and ephemerally representing the brand’s wind motif, Nudus’s responsive wordmark, sitting centre stage, is constructed fluidly to live across digital spaces, and be used in wholly unique forms within physical contexts. “The bespoke web-based tool simulates the turbulence of wind,” Digital Director Anton Lamberg details, “controlling the construction of the letters and the intensity of the effect,” which can be tweaked through its straightforward online portal. “We took special care to incorporate specific cases for certain forms within the letters,” Lamberg notes, “emphasising the contrast between the undisturbed, structured sections and the parts affected by the wind.”
The typeface providing the typographic foundation of the entire brand, from its supporting typeface to the source letterforms of Nudus’ generative wordmark, is Blaze Type’s Rules, offering a sturdy, rigorous base for the brand to successfully manipulate. “As the wind works its magic on the font shapes,” van den Haak explains, “we needed a typeface that was straightforward and could handle the distortion caused by the wind.” The team was also drawn to the sans serif’s appropriate, modern interpretation of the neo-grotesque genre that suits the timeless context of the brand itself. “Rules is constructed with a robust framework that allows ample visual breathing room for the wind to work its magic,” he concludes, “and serves as a serene and structured backdrop, allowing Nudus’ projects to truly shine.”