COMMON GROUND IS A BRAND IDENTITY PROJECT THAT BRINGS EVERYDAY STATIONERY INTO ONE COHESIVE VISUAL SYSTEM. THE AIM IS TO GIVE THE BRAND A CLEAR, DISTINCTIVE PRESENCE ACROSS PRACTICAL PRINT APPLICATIONS, USING A SMALL SET OF ELEMENTS THAT WORK TOGETHER.
A CONSISTENT ORANGE PALETTE AND BLACK TYPOGRAPHY FORM THE CORE OF THE IDENTITY. TEXTURED SURFACES ADD CHARACTER, WHILE RESTRAINED LAYOUTS KEEP THE COMMON GROUND NAME PROMINENT. COLOUR DOES THE RECOGNITION WORK, LEAVING THE TYPE AND INFORMATION EASY TO READ.
THE IDENTITY IS APPLIED ACROSS A NOTEBOOK, PENCIL, FOLDER, AND BUSINESS CARDS. THE SAME COLOUR AND TYPE DIRECTION CONNECTS EACH ITEM, WITH CHANGES IN SCALE AND PLACEMENT ADAPTING THE SYSTEM TO DIFFERENT FORMATS. THE RESULT IS A CONNECTED FAMILY OF STATIONERY RATHER THAN A SET OF UNRELATED MOCKUPS.