Proud to Present: a warm, grounded brand identity for Mercers timber frame consultancy
Mercers is a brilliant family run business - the kind we love to work with. Founded in 2006 by Neil Mercer, Mercers are a specialist timber frame company. A busy and well-respected consultancy, Neil runs the business with his brother, James, and his wife, Laura. They’re a thoroughly lovely family who are dedicated to the pursuit of high standards - something which has earned them an enviable reputation within their industry.
Originally trading as The Timber Frame Consultancy, the name and identity that the team started out with had long since been outgrown. They approached us to create a fresh new brand and website which would garner attention from the right people and really reflect their strengths.
Colour psychology season personality
The seasons which best represent the Mercer brand are Autumn and Winter. Autumnal brands are friendly, easy going and down to earth. Autumn personalities are practical and have a strong work ethic – if they’ve promised to do something, they’ll work tirelessly to make sure they don’t let you down. They’re strong and efficient.
Winter personalities have a focus and discipline that gives them a competitive edge. They’re high achieving – precision is important to them and they’re driven enough to never settle until they’re happy that they’ve given something their absolute best.
The brand
The first thing that I hope you’ll feel is the sense of strength that this brand possesses. It’s solid and grounded with a feeling of being grounded and well established – but without feeling in the least bit like a heritage brand, thanks to the clean, thin lines and striking typography.
We love the way that the rawness of wood texture contrasts against the manufactured precision of finished wood panels, and this is a theme we’ve really explored, with photos of unfinished wood contrasted with clean, geometric mono weight icons. The typography on this brand really packs a punch, and it starts with the tall, condensed san serifs, set in upper case for a contemporary twist. They feel solid yet modern, thanks to the thin line weight. We’ve created a series of monoweight hexagonal icons of timber joints, providing a subtle nod towards the timber frame theme whilst introducing a sense of structure and geometry, echoing Mercers’ dedication for absolute precision.
The new brand is strong, minimal and distinctive. It’s uncluttered and free from any unnecessary faff – everything has a place and purpose, creating a sense of confidence that doesn’t need to be articulated to be felt. Overall, the mood is strong, welcoming and self assured. Perfect for the new Mercers.
Brand photography
We’ve deliberately not included any photos of buildings, building sites or construction work within their brand – we wanted a more refined feel than that. Instead, the brand photography focuses on people working in a design capacity.
Our gorgeous friend Maria Assia pulled it out the bag once again with a stunning photoshoot for Mercers. Laura had found an amazing venue for the shoot, and Maria did an incredible job of capturing the team, creating a wide range of beautiful photographs which really made the website ping. The website for Mercers is freshly launched - take a look right here!
