The construction site as a business card
Brand Identity, Web Design, Editorial
Isolterm is an Italian-French company that deals with thermoacoustic insulation of civil and industrial buildings. Established in 2016, to date it is already a benchmark in the sector, with completed and active construction sites throughout Europe.
Coinciding with the closure of important orders, accompanied by a substantial increase in operational and management staff, DilloStudio was approached to completely revise the visual identity of the company, with the aim of presenting it as a mature, efficient and experienced international partner.
For the most part, the thermal-acoustic insulation sector is composed of small- to medium-sized companies, which are often reluctant to invest in communication because of their main interlocutors, which tend to be large plant engineering companies and general contractors, with the mistaken belief that content is sufficient, even in the absence of a suitable form to represent it.
What ensues is a limited visual language, almost always very explicit and poorly edited, which distinguishes almost all insulators. In order to differentiate ourselves from the competition, present ourselves as a solid company and have maximum visibility in construction site contexts, we opted for a strong, decisive, direct identity, with full and minimal forms, flanked by a restricted and vibrant palette.
Technical expertise, efficiency, and quick response: these are the characteristics that distinguish Isolterm and consequently the key messages to be conveyed with the new identity. The new logo consists of a symbolic part, which uses the figure/background principle to succinctly represent a pipe wrapped in insulation material, and the logotype that adopts the Neue Haas Grotesk Medium. This typeface, devised in 1957 but recently repurposed in a contemporary key, has been used for all text (titles and paragraphs) in a single weight, with only the scale giving hierarchy to the whole.
The graphic layout is made of full-width flat backgrounds, placed one after the other (especially in the site), which through the use of horizontal lines and negative spaces mark the rhythm with which the photographic and textual contents are enjoyed. This choice is inspired by the old Swiss-school bruchures, in which each element has its own precise location, functional to the message it is meant to convey and to the overall balance of the work.
Not considering black and white, which are provided for specific uses , the palette consists of only two colors: charcoal, used mainly for text and graphic elements, and lime, used for most of the backgrounds. This choice is dictated by the desire to make Isolterm immediately recognizable, even and especially from great distances, using company vehicles and construction sites as advertising media.
The construction site itself, in fact, plays a crucial role in presenting the company to future clients and collaborators. Presiding over it in the best possible way (through banners, branded clothing, safety devices, etc.), not only allows to present the company in a professional manner, but also contributes in making the brand memorable.
