When architect Mark Gunstad engaged Fuego Design to create an identity system for his newly-formed architectural firm, he required Fuego to take the same approach he uses with his own clients: consider the obvious but explore new possibilities, budget costs for the most efficient result, and strive for an end-product that feels “meant-to-be.”
While the chosen concept came about as a result of needing to be economical to produce, it was because of those budget constraints that led Fuego to imagine new possibilities, and resulted in such a personal expression of the client’s own work, that the end product truly did feel meant-to-be.
Rather than print up business cards, letterhead and envelopes, mailing labels and proposal covers (which would have been five separate press runs and costs), Fuego designed the suite so that the business cards would print by themselves on card stock, but each of the other components would receive a custom label, wrapped over the top edge of blank stock, thus allowing all labels to be printed together on label stock. Not only was it economical to produce, but it allowed for variety — each card or label features a different image of Mark’s architectural design, serving as a showcase with each communication he sends out. And, it demonstrates to his clients — and prospective clients — that creativity and ingenuity can happen under a tight budget.