As lead designer with Merchant Soul since the company began, it was my role to set the tone of the visual material. The companies ethos is firmly rooted in traditional values. To convey the idea of old and new I looked to Glasgow’s Merchant City, where the agency is based. The lavish wealth of the 18th century merchants is clearly seen in the carvings throughout the area. I drew a logo which combines the chiselled serifs of these carvings with a crisp, modern sans serif.

As a start up company our communications need to be cost effective and printed in-house. I designed all the stationery so that it was classically black and white (no issues with colour matching), did not bleed to the edge (no need for trimming) and would not date. The classic mark strong enough to enable us to have some fun our self promotional materials, adding colour and a little wit to suit the occasion.

Project:

Client:

Merchant Soul Branding

Merchant Soul