Brand development for new working environments

When two companies become one brand

A merger changes more than just structures. It also raises the question of shared identity: What unites us? What do we want to stand for in future? And how do two established companies become a single brand that feels right for both of them?

BRANDCODE supported conceptsued and Modal M throughout this process from the very beginning. Together, we developed the strategic foundation for the new brand and identified what unites the two companies without compromising their different perspectives.

The new name also emerged from this process. conceptsued and Modal M became CSMM. The origins of both companies remained recognisable within it – whilst at the same time creating a distinctive name for something new.

A brand needs a shared understanding

Before the design process could begin, it was necessary to clarify what CSMM should stand for.

Through a collaborative branding process, the various perspectives were brought together and a unifying sense of identity was developed. Trustworthy, structured, sophisticated and inspiring became the core brand values.

These formed the basis for positioning, communication and corporate design – and for a brand identity that reflects the company’s ethos: minimalist, precise and with a high standard of detail.

Growth becomes a design principle

The word mark translates a central concept of CSMM directly into the design. Its increasing line thickness symbolises development and growth. A simple typographical idea from which a distinct visual principle emerges.

The corporate design deliberately avoids decorative effects. Instead, typography, grids, white space and a clear layout set the stage for CSMM’s projects.

The result is not a rigid visual identity, but a design system that works across a wide variety of applications – from business stationery and publications to digital communication.

A website designed to adapt to change

When it came to the digital presence, one thing was clear: the website shouldn’t just work at the time of launch. It had to be able to grow alongside CSMM – with new projects, topics, locations and requirements.

That is why it was designed as a flexible system from the outset. Using Drupal as a basis, a technical and editorial structure was created that can be further developed without having to be completely rethought every time a change is made.

In terms of design, the website follows the same principle. A clear grid creates structure without appearing static. Projects, positions and topics take centre stage, whilst the design deliberately takes a back seat.

The Journal expands on this concept. CSMM uses the website not only to showcase projects, but also to share knowledge and take a stance on current issues relating to architecture, the workplace and property.

When a brand lives on

The quality of a brand’s development isn’t revealed on the day of its launch, but rather by what happens to it afterwards.

CSMM has grown since the merger. New locations, projects and themes have been added. The brand, corporate design and website continue to provide a common framework for this development to this day.

The tagline sums up our ethos in two words: Architecture Matters.

And what were once two companies have become a single brand that can present a united front without sacrificing their different perspectives.