Decoroom branding

A naming and branding project for a home improvement company that specialises in refined gypsum stucco work and decoration in the upscale commercial and residential real estate market of Dubai.

Their target market consists of sophisticated prospects with lavish, healthy and active lifestyles with impeccable taste and propriety that are also deeply concerned about the environment.

After several rounds of name-storming sessions, 'Decoroom' became a clear winner as it resonated most with the focus group for having the following associations:

• Decorum – Decorum implies having an impeccable taste, style and class

• Eco – Gypsum has no construction waste and can be repurposed from post-production and consumption waste

• Decor – Decoroom specialises in remodelling and decorations

• Room – Any interior space whether commercial or residential

Product

Decoroom uses natural materials that are endlessly recyclable, resilient to fires and can last for centuries. But other than that, they serve no function other than purely ornamental.

Alberti, a famous Italian architect of the Renaissance period, said: "The principle ornament in all architecture certainly lies in the column."

Like Decorum's products, rectangular pilasters as well as circular and semicircular pillars or engaged (half) columns can indeed be entirely symbolic and decorative.

Nowadays, they are oftentimes used as structural elements in vast open spaces, alongside panoramic wrap-around windows, or supporting terraces and stairs in spacious penthouses of New York, London, Paris, and Dubai as shown in the paintings below. It is for this reason that column gypsum decor is so popular.

Classic architecture

Column is a true statement of classicism. Considered to be the most complex order of classical architecture, modern composite column (right) comprises both spiral and floral patterns and motifs: the Acanthus leaves of the Greek Corinthian foliage (middle) at the top of the iconic volutes, or spiral scroll-like ornaments of the Iconic order (left).

Natural materials and forms

A lot of architecture is based on biophilic design and the notion of connecting people to natural environment. As tree-inspired dendriforms, composite columns resemble palm trees with fractal-like branches sitting at the top of an old leaf base (the column capital).

Colours of nature

Decoroom's obsession with natural materials and forms is shows with the nature-inspired brand palette that consists of timeless colours of classic interior design:

Luxury is typeset in serif

Modern typeface

Modern composite column works great with modern typefaces of the late eighteenth century that can be characterised by vertical stress, extreme contrast between the thick and thin strokes, and horizontal unbracketed serifs such as in Bodoni, Corvinus, De Vine, Didot, Torino and others. The tagline reads 'A pillar of class' referencing the column, classicism and decorum.