One identity, fourteen printed formats

A residential developer's full identity, and then every sales format drawn from it: brochures, floor plans, site hoardings and the handover folder a buyer receives at the end.

The guideline document is not the deliverable

A sixty eight page guideline was part of this, and on its own it would have changed nothing. The people who break a developer's brand are a regional sales manager making a banner for a site visit and a printer setting a visiting card, and neither of them was ever going to open it.

So the real deliverable was the template set: the deck with master pages built, the print artwork for every recurring item, and a one page banner specification a vendor can follow without calling anyone.

Print, properly

Fourteen formats went through to production, and we attended two press checks. That matters more than it sounds: a brochure signed off on a screen and a brochure coming off a press in Dhaka are different objects, and the second one is what the buyer holds.

Every format was built with bleed, in CMYK against named Pantone references, and handed to the printer as a folder with a specification rather than as a PDF to extract artwork from.

Bangla and English together

The identity had to carry both scripts in one headline, so the Bangla typography was decided at the same time as the Latin rather than retrofitted when the first Bangla campaign was briefed. Line height, weight pairing and how the two sit together are identity decisions, and left to a vendor they get made badly and permanently.

What it produced

An identity the client's own team can apply without design involvement, which is the only test that matters, and fourteen produced formats to show that it holds up off a press.