El Dorado, a Kansas City-based Architecture and Fabrication firm with over 25 years of experience, approached Pentagram in early 2018 in need of a new logo and website. Once the logo and website were complete, a new portfolio design was needed to match the new, modernized brand.
I was asked to use what I learned during the rebrand to create a bold new portfolio book layout for the company to give to potential new clients. Utilizing the striking new type and distinct color palette chosen by Michael Beirut and his team, I created a new template system that can easily be customized to each new customer. The new layout highlights the beautiful project imagery while maximizing white space, giving the system a clean yet engaging feel — nothing is ever congested, everything is intentionally designed to keep the reader interested in the work.
In order to round out the new logo, website and portfolio template for El Dorado, I was also tasked with designing a new suite of stationary, print collateral and a language for social media posts. In keeping with Pentagram’s vision for the new brand, I designed the stationary in such a way that allows the bold characteristics of the logo to be displayed in a timeless and sophisticated way. Sometimes taking a step back to let the content shine through and other times fully embracing its striking nature. Overall, these layouts are designed with flexibility in mind and are able to function flawlessly under a wide range of instances from letters of interest to invoices and internal memos.
Client: El Dorado
Industry: Architecture
Services: Brand Strategy
