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Salt Strata is the vision of Craig Baylis and Andrew Darby, who joined forces to bring a new wave of service to the Illawarra market.
With a clear and concise business plan in place, Craig and Andrew approached Beans to establish a brand and build out their marketing and sales tools in preparation for a mid-2022 launch.
“With Wollongong situated so close to the coast, it only seemed right to have reference to the iconic beaches. Serving the Illawarra and surrounds, we needed a name that was punchy, memorable and relevant to our target market," said Craig on how he came up with the name Salt Strata.
The Salt Strata logo needed to reflect the modern approach the owners were taking toward their offering. After comprehensive research and analysis of the immediate market and industry leaders further afield, Beans established a creative direction for the Salt Strata brand.
Bringing together two distinct typographic styles, we were able to present the key themes that surrounded the Salt Strata story. The rounded lines of the geometric typeface represent the nautical theme and agile approach the business has toward the strata industry, while the boxy and structured Bauhaus font is a nod to the complexes that they will manage.
The upside-down, back-to-front ‘2’ has a few stories too:
2 founders
2022 launch
2 lots minimum required for strata schemes
2nd generation of a well known name in strata
When Beans created the brand devices for Salt Strata’s brand, the goal was to communicate Salt’s innovative, forward-thinking approach to strata management. This was achieved by utilising a vanishing point design and applying it to a grid, which added depth and movement to the brand. The grid as a device also offered opportunities to be used dynamically, a trait that worked harmoniously with the Salt Strata business. By shifting the vanishing points, we were able to create wave-like shapes with straight lines, bringing together the architectural and nautical themes of Salt Strata’s name and business.
Finally, a branded pattern was created to be used as a media wall in their future premises. The Salt ‘2’ was tessellated, creating a collision of waves and steps.
With all the pieces in place, Beans executed the brand across a suite of key marketing and sales tools such as a custom-built Wordpress website, brochureware, proposal templates, corporate stationery, signage, uniforms and merchandise.
Salt Strata celebrated their official launch in August 2022 and are off to an incredible start in their business journey.
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