The stage of visualising a property – an ordinary CGI or a full-on VR experience – has an extremely high impact on how much interest the development generates long before its foundations have even been laid. Highly aware of this fact, we crafted an exquisitely simple visual identity for Visual Square that remains both elegant and in line with the contemporary nature of the client’s work. Rendering a property in 3D demands a conscious way with textures and lighting and our work on the client’s printed assets reflects that – elegantly decorative, expertly embossed, and richly textured choice of paper adds a noble – if understated – dimension to Visual Square’s portfolio. The proportioned layouts evoke a sense of calmness with their sectioned gridded structure while imbuing the project with the brand’s prestigious charm.
For the textual layer, we’ve used three different types of lettering, all right on the client’s classy vibe. We used Commercial Type’s Portrait for the logo itself, a contemporary rendition of classic French Renaissance type of sorts. Both nuanced and straightforward in its unobtrusive detailing, the typeface went perfectly with Visual Square’s quietly luxurious works. For all the headers, we chose the timeless elegance of Socio Type’s Gestura Display, whereas all the primary body copy has been rendered in Monotype’s Neue Haas Unica, which, with its sans-serif simplicity, is pretty much geometric perfection incarnate.