Elastic were asked by visionary entrepreneurs Chris Van Der Kuyl & Paddy Burns to create a strong & dynamic brand for their new project transforming Dundee’s historic transit Shed 25. This exciting new project aims to create a space where entrepreneurial companies can share their contagious energy with other like-minded teams. They see this as a natural extension of the ongoing growth and confidence of the City of Discovery. This plan includes capacity for several offices and what is set to become Dundee’s largest restaurant and cafe. Co-working and shared public spaces are very much at the heart of this concept encouraging an atmosphere of collaborative energy. Our own shared history with Dundee and the number of relevant projects elastic have successfully delivered over the years including VOX and Parkview both by Whiteburn Projects, made it a great fit.
We began by sitting down with their team to conduct our brand workshop to fully understand what they needed, how best to interpret their creative brief and then how to deliver a visual concept that captured this essence. The outcome was the Water’s Edge brand identity, a set of creative concepts and brand guidelines. Currently we are applying this look and feel to a set of signage. Elastic look forward to seeing this vision becoming a reality, and as work continues at pace, we are counting the days to the grand opening in 2018.