Responses by Athletics.
Background: In just a few short years, acoustic design firm Turf Design has grown an incredible business, blazing a trail for a whole new world of environmental sound solutions. The firm needed a brand identity that would reflect who it is and support it as it grew, showing ambitious designers and architects that Turf is the perfect partner when they need to bring their most inspiring ideas into being.
Challenges: We wanted this brand to embody a grown-up version of Turf without losing the rebellious spirit of experimentation, innovation and fun that made Turf the company it is.
Favorite details: We love how the logo gives a nod to the modularity of Turf’s product while speaking to a design-forward mentality. We’re also very proud of the brand voice, which is full of little winks and Easter eggs, all while communicating a sharp design perspective.
New lessons: We gained a deeper understanding of how spaces and sounds interact and inform one another. Sound design is all around us and fundamentally informs how we experience space while impacting our emotions and wellbeing. Turf plays within a rich creative landscape at the intersection of space and sound, which, for us creators of brand systems, was a real breath of fresh air to be a part of.
Visual influences: We took inspiration from the modular nature of Turf’s acoustic solutions. The firm brings playfulness, adaptability and joy to every project, and we wanted Turf’s identity to express the surprise and delight it brings to each ambitiously creative project it takes on.
Specific project demands: Even in the world of high design, we wanted to showcase how empathetic and accessible Turf is. That was a tension we had to address throughout: How do we communicate a premium offering while not alienating those we most want to invite in? How do we demonstrate technical virtuosity without weighing people down with technicalities?