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Maru Group

BRAND STRATEGY | IDENTITY SYSTEM DESIGN | COPYWRITING

Challenge

 

Develop a brand identity system for an emerging property development group aiming to become a big player in the competitive field of commercial real estate in Sub-Saharan Africa. 

Scope

 

  • Brand strategy

  • Logo design

  • Identity system design

  • Copywriting

  • Signage design

  • Merchandise design

Results

 

Emboldened by their new identity, Maru Group has gone from strength to strength. Their property portfolio now extends from Botswana across the border into South Africa.

Context

 

When I was approached by Tim Watt-Pringle to design a brand identity for his new venture – Maru Group – he struck me as a phoenix rising from the ashes. Having been burned in a previous venture, he somehow retained his innate sense of optimism.

 

I tried to capture this inner strength in the design of his company's new identity, creating something which stands apart from his competitors while completely looking the part on their playing fields.

Maru Design Process.gif

Opportunity

 

Botswana is dry. So dry, infact, that they named their currency the "Pula", which is Tswana for "rain". This suggests a deep-seated optimism within her people, which is clearly evident in the personality of the founder of Maru Group, Tim Watt-Pringle.

 

"Maru", in Tswana, means "clouds", and Tim is looking to make it rain in the Southern African commercial real estate and property markets.

Goal

 

Tim and I sought to develop an identity system that felt like an industry staple while still capturing his own enthusiasm and intelligence. 

Solution

 

We came up with a sophisticated logo and brand asset pack that still allows Maru Group to present themselves in a vibrant, optimistic way.

Identity system

 

For Maru Group's corporate identity, we combined the ideas of clouds and topographical area markings to come up with a strikingly simple and elegant logo. The graphic works harmoniously with the combination of classically strong serif and sans-serif type and a deep green colour to create an identity that instantly feels like it belongs in their industry. 

Horizontal and vertical layouts of the logo were created, as well as light and dark colourways, a brand pattern, social icons, and a cloud asset that can be used in multiple ways. All these elements come together perfectly in both the digital and physical realm, capable of seamless application across multiple touchpoints.