CATEGORY: SIGNAGE, ENVIRONMENTAL GRAPHICS CLIENT: CRAMER ROLE: ART DIRECTION AND LEAD DESIGN _
Cramer requested ideas that would impress clients visiting the space while achieving three things: bold and lasting designs, flexibility, and a way for the firm to add to the design in the future.
With Cramer's slogan in mind ("we illuminate moments that matter"), light played an important role in both interior and exterior graphics. An exterior sign using sunlight creates a shadow of Cramer's logo on the building.
Inside, vast wall space and high ceilings allowed for endless ideas to represent the firm’s creativity. To satisfy the client's request, the proposed graphic design concept include three things: bold texture created from triangles as a backdrop, an overlay of light-projected words, and plentiful shelving units that would create a blank canvas for the client to build upon.