As Art Director and Brand Strategist for the Chad James Group, I've had the privilege of reimagining how one of the country’s great interior design firms presents itself to the world. I worked to build a comprehensive visual identity that captures the firm's signature style of blending the old and new.
I began by updating the icon to healthier proportions. Then I transitioned away from a single weight of Garamond used ubiquitously to Arlt, a full Argentinian font family with the right mix of idiosyncratic historical details and modern form. The identity system in full execution can be viewed on www.chadjames.com.
