Blackman Cruz /
Brand Identity and Development

The New York Times writes, “In the annals of creative twosomes, there’s Lennon and McCartney, Watson and Crick, Christo and Jean-Claude. And in the world of high-end collectible design, there’s Blackman and Cruz.” The storied chemisty of the partners can be witnessed in both the curation of their Los Angeles showroom and design of their furniture line, BC Workshop. It is the result of an ever-evolving, always unique juxtaposition of opposing aesthetics. Blackman Cruz’s brand look and feel, once a representation of the contrast between the two visions, needed to shift to better support the mix.

A comprehensive branding initiative was undertaken to refresh the store’s identity beginning with the design of a new logo. Custom letterforms were created that gave nod to the friction through a mix of strong, modern forms and sharp angles. A neutral color palette was developed to work in tandem with the showroom’s interiors and the rich patinas of the finishes found in the collection. Mixed with texture, large-scale graphics and beautiful photography, the result is a layered backdrop that can be used in a variety of ways to suit the needs of the merchandise. The program touched every aspect of operations from brand architecture, guidelines and staff training to stationery, business forms, packaging systems, foundry strikes, furniture labeling, catalogs, sales and marketing materials, advertising, an e-commerce website, digital and social marketing, signage, furniture design, environment and event collateral.