Creative Counsel Branding • Content Creation • Digital Marketing Matter More™

Creative Counsel was engaged by AWT Environmental Services to explore graphic identity development immediately following a very informative customer learning initiative formulated and implemented by our team. The graphic design solutions were to be considered for a variety of potential uses. Simultaneously, AWT was expanding their geographic reach and services by opening a new Midwest office. This new subsidiary would be one potential application.

After a series of interviews with AWT leaders, Creative Counsel developed a creative brief to establish clear directional parameters and objectives for the project. One key requirement was to explore a triangular geometry to reflect a connection with AWT’s existing graphic identity. In doing so, we preserve decades of brand equity. Additionally, the creative brief formalized directions that featured multiple and systematic components organized in a manner that symbolized AWT’s seamless integration of diverse services, as well as their ability to manage large and complex projects professionally and successfully.After a series of interviews with AWT leaders, Creative Counsel developed a creative brief to establish clear directional parameters and objectives for the project. One key requirement was to explore a triangular geometry to reflect a connection with AWT’s existing graphic identity. This parameter was an effort to preserve decades of brand equity. Additionally, the creative brief formalized directions that featured multiple and systematic components organized in a manner that symbolized AWT’s seamless integration of diverse services, as well as their ability to manage large and complex projects professionally and successfully.

Now, let’s look at the design study below…

Solution 1
We begin with a solution that integrates the letterforms A – W – T within a triangle.

This design achieves great balance and symmetry and reflects AWT’s capability to integrate complex services systematically and with precision. Simultaneously, the level of organization within this design speaks to AWT’s sophistication operationally.

This graphic is very industry-like and feels like a Badge of Excellence.

Solution 3
This beautiful solution is the first to introduce a dimensional quality to the visual communication. No individual component is the same yet each works in unison to reflect a well specified path or from an organization lens – a strategically managed learning organization.

This solution accomplishes many desired communication objectives. It’s carved surface depicts a highly skilled land excavation. The white irritation-like lines feel like a remediation system or even angular drilling. Its downward bottom and distanced back perspective are visually engaging and suggest an ability to successfully manage complexity.

This solution is also active and directionally moving. A great quality for a company dedicated to growth and continuous improvement.

Solution 5
This triangular graphic is formed by multiple triangles sharing a common corner. This creates a highly engaging visual that is active and growing. Far from a stayed or antiquated look and feel, this identity is all about advancing – even the typography is on the move.

Whether seen as a deep penetrating injection project, a shored excavation, or a business metric graphic, this dimensional approach communicates AWT’s ability to manage complex requirements competently.

Solution 2
This very unique version accomplishes the same dual characteristics of services capacity and operational excellence.

The design path however is very different. It leverages white space to frame the overall shape vs. the hard closed lines of the previous design. Its truss-like structure links to the look and feel of AWT’s current graphic marketing system.

The open (in and out) channels create a feeling of flow and adaptability in any environment. It also creates a target like center. This quality and the directional nature of triangles combined, suggest a purposeful precision in execution.

This solution’s modularity relates well to environmental science in overall feel.

Solution 4
Some may see this logo as a perfectly balanced and symmetrical pyramid, while others will see a column of earth literally being extruded.

So, whether you see it as a reflection of AWT’s ability to manage remediation projects with great precision and success, or as a symbol of an organization expertly managing its divisional growth, each delivers a positive message.

The subtle curved center points in this design create a more organic quality to the visual. Our font selection further compliments the form. The design is modern and well aligned for the environmental industry.

Overall, this solutions communicates a systematic approach to integrated service delivery and well balanced business growth.

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