Elmwood: Initial Ideas

Scaffolding is a temporary structure used to support people and material in the construction or repair of buildings and other large structures. It is usually a modular system of metal pipes or tubes, although it can be from other materials. Bamboo is frequently used in Asia.

I began by looking at visual research for scaffolding, looking at it's structure, physicality and form. 

 I went out to look at the competition and it's branding and identity. There wasn't much to be seen and the most substantial ones where very large companies. There was nothing interesting or exciting about any of the branding I found.

 I went on to look at more visual looking at the materials and scale of the product. I really like how dramatic they can look. It makes such a statement as it's so grand and dominating against the sky.

Due to it's element in the sky I thought of its effect on the skyline so proceeded to get some visuals of the skyline.

I decided to focus on the name of the brand. I did some research into scaffolding: it's history, materials and basis. Using key words based on the properties and the function I created a brainstorm of what I had found using a dictionary and thesaurus to widened the vocal to inspire new ideas.

Two words really stood out from this exercise to me: Climax and TipTop. I felt these both had substance to be carried on as potential names, giving two different personality opportunities to the brand.

I then focused on these two names.

TipTop
- demonstrates high quality, prime products
- informal and friendly language
- double meaning of high point
- letter forms potential to create visual

Climax
- could have shock value
- completely different way to look at it then other companies
- means highest point
- humorous aspect
- could be appropriate to male audience


I looked on a local scaffolding hire company I had found whilst looking at branding. I wanted to see what terms they would describe themselves to customers as so I could make this fake company more realistic in terms of them briefing me.

Key words I took was friendly, experienced and reliable. I need to ensure that the tone of this brand is suitable to this characteristics.

This made me think in a statement what do they want to say. Answer: We get the job done.
With this in mind I decided that the Climax name was much more suited to the brand and fitted nicely with a humour side to the statement.