Responses by Polina Dyer, designer, Studio P+P
Background: Vita Architecture is a young and driven practice in Surrey and London, led by architects Ben Lee and Ruta Benetyte. The practice required a new visual identity, website and corporate documentation design to attract new customers in Surrey and London, United Kingdom. Since Vita Architecture’s main focus is a bespoke, distinctive and innovative design, Studio P+P’s approach was to maximize the potential and carefully craft the design of the building to enhance the experience for the users.
Reasoning: The main idea was to visually represent the practice’s design, architecture and planning, as the company is not well known. As a result, a visual identity was created for them, based on the simple grid system. The studio name VITA was converted into four square shapes and placed in one big square representing a perfect building site. The four squares refer to the different units and rooms that any space might have. Vita Architecture units can change in sizing to fit the different purposes, sizes or spaces. Therefore, the identity had to be flexible to accommodate all the ideas and projects that Vita Architecture took on.
Challenges: Creating a dynamic and distinctive identity for a company that works with static objects most of the time. We created a clear visual representation to show a complex working process; it was playful and creative, but professional and serious at the same time.
Favorite details: The identity’s ability to create different combinations, generating new solutions for future media within the one basic concept. The holographic colors in the details also add dynamism and creativity into a static world.
Visual influences: Architectural and design grids; system-based visual identities that are not static and can be used to create different combinations.
Specific demands: The working process was very smooth as the client and designer shared the same view and had similar tastes. Since the client was open-minded to the new solutions, they were well received.
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