Project Overview
Acetra
Turning architectural dreams into sustainable construction reality
ACETRA is a successful international Structural Consult Engineering Studio, specializing in mass timber. Due to its rapid growth, the client was in need of a full rebranding and brand positioning, which we executed by reinventing a new name and ended with an overall visual identity and brand transformation.
Project Description
Strategy
Renaming
We wanted to keep a connection with ACE an informal acronym used for Arheget Consulting Engineering while searching for a name that is short, memorable, bold, and easily pronounced by any client no matter where they come from. The inspiration was found in Nordic languages. The reason number one, the region is leading in sustainable, carbon-neutral construction which is a culprit of the client’s vision. Reason number two, for that same reason, most of Acetra’s projects are located in the Nordic countries.
The lengthy process had a pretty straightforward solution. We merged ACE and TRA – inspired by the root of the word “wood or timber“ in most Nordic languages. ACETRA was (re) born and loved, echoing the client’s vision.
Rebranding
Acetra Identity
The visual identity is an enduring, recognizable, and trustful visual identity that reshaped and reflected clients’ business prosperity. The new visual identity features a well-thought color palette reflecting the primary tool-timber. Warm woody brown is combined with professional and trustful dark blue, defining the expertise and uncompromising endeavor to perfection.
Stylescopes
Rebranding
Brand elements
Strong and modern typography, with graphic intervention in the brand name for a more dynamic appearance, reflects an agile company, with a clear vision and determination to leave a mark in the industry and human society.
To accent the new visual identity, we added a set of unique and recognizable symbols. The connection of construction, timber, and sustainable approach is united through the first company letter and a leaf-shaped construction.
The slogan – Constructing realities, followed to highlight a strong and credible beginning in the new markets and a new era of the business.
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