In late August of 2017, UK based architect, Craig Hutchinson reached out to us regarding his new endeavour—Hutch Design.

Due to a shared love for architecture and design, our conversations with Craig were insightful and it made our discovery/research process very smooth.

We were inspired by Craig’s passion and energy and it often reminded us of our early beginnings in setting up our own practice. Through numerous emails and Skype calls, we began to craft the direction for Hutch together. We particularly appreciated Hutch Design’s three-pronged focus on architecture, interiors, and furniture. This approach allowed Hutch to better craft a holistic living space and impart intention and empathy to each project.

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Initial ideation and sketches for Hutch logo

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Inspiration images

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Branding
For the brand typeface, we wanted to once again convey a tone of voice that reflected empathy and warmth. We chose the type family Kievit as we felt the subtle contrast and elegance in the letterforms really reflected the tone we strived for. Paired with muted earth tones, the combination helped to create a visual direction that mirrors the architectural sensibilities of Hutch design.

Creating the logo mark proved to be more challenging when trying to fit all those elements into one simplified visual. The consensus was not to over complicate the mark but utilize the letter H with an added hint of architecture. While flipping through architecture books, we noticed the continual presence of stairs in building structures and architectural drawings. This common notion of stairs became the idea for the final iteration of the logo mark which features an altered crossbar in the letter H to hint at stairs or elevation.

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Homepage

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Project page, Studio page

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Single project page, Enlarged image popup, News page

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Mobile

Website
One of the common challenges we face when working on a website for new companies is finding the right balance in presenting a brand while its still building up its work and at the same time, creating a structure that plans for its growth in the coming years. To solve this problem, the project overview page has been designed to showcase each project at full width and segmented vertically one after another with the segments able to be shortened in the near future if needed. At its current sizing, this layout allows the site to look fuller overall. The homepage banner is designed to display both portrait and landscape formats.

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Sector
  • Identity
  • Web
  • Location
    London, UK