Studio.Build

Case Study

Client:

Made[LAB]

Project:

Made[LAB] ID

Back

        Digital was of course key to re-launching the Made[LAB] brand, and showcasing their work and experience. A completely new bespoke website was created with development partners Engine, with remarkable product photography by Angus MacDonald. To extend the new Made[LAB] message to the world we devised a strong Social Media strategy, all planned, designed and executed in-house.
        As tactility is at the heart of what made[LAB] do, we proposed a series of print pieces under the banner of [LAB]Works, to show off the craft and skill of Made[LAB]. A chance for clients to understand first-hand the quality of work produced and breadth of techniques used, it is a powerful tool to complement their digital presence.
        Produced in conjunction with Fedrigoni Special Papers, [LAB]Works:02 launched Made[LAB] into the UK in Summer 2024, at Fedrigoni's London showroom. A series of events around [LAB]Works publications is planned to follow in the UK and Europe.

Website:

bymadelab.com

{↑} Made[LAB] logotype is made using a combination of the custom typeface Made[LAB] Regular & Bold.

{↑} Photographic art direction, we worked with photographer Angus McDonald on developing a strong photographic style for Made[LAB] shoots. Use of the clamps is a direct reference to chemistry laboratories. Made[LAB] X Louis Vuitton X Veuve Clicquot, Champagne Gift Box.

{↑} Made[LAB] X Louis Vuitton, Show Invitation.

{↑} Made[LAB] X Omega, Seamaster Book.

{←} Full character set of Made[LAB] Regular. The custom type sits at the heart of the Made[LAB] visual identity.

{↑} The custom Made[LAB] typeface is designed in 3 weights (Regular, Bold & Light, plus a dot matrix version (Laser). The typeface was designed as a key visual asset for the brand highlighting the bespoke nature of their work.
{←} Logotype breakdown.
{↓} Bespoke glyph icon set, designed for printed use and UI elements on the Made[LAB] website.

{↑} Les Places d’Or printed invitation.

{↓} Made[LAB] colour palette. Each section of the Made[LAB] website uses a unique colour. These make up the core colour palette. These colours are then used as colour wash image treatments for social posts.

{←} The bespoke Made[LAB] typeface is available in three different weights.
{↓} Time & Truth & Trust — at the heart of Made[LAB].

{↑} OLD CODES:NEW CHAOS is the essence of the new brand. All the old codes turned on their head.
{←} Copywriting: To. Get. Every. Single. Detail. Just. Right. This has quickly become a mantra for the internal team at Made[LAB].

{→} The Made[LAB] colour palette is bright and bold to stand out in the luxury packaging industry.
{↓} [LAB]Works is a series of objects designed by Studio.Build, produced by Made[LAB]. Designed to push the limits of what is possible. Showcasing what they do, how they work, and how they think. Shown below: [LAB]Works:01, crocodile strip detail and outer box.

{↓} [LAB]Works:01 screen print and foiled poster. One element of the contents we designed for [LAB]Works:01.

{↑} Copywriting: Provocative statement! Intended to highlight the new Made[LAB] custom typography.

{↑} Supporting typeface Maison Neue. We use two version of Maison, Neue & Neue Mono. Neue Book & Light for body copy and Neue Mono for technical details.
‍

{↑} [LAB]Works:01 inner wallet detail.
{←} Copywriting: We coined the phrase ‘Precision/Material Engineers’ as a way to describe the nature of the work Made[LAB] do. Highly technical and experimental.

{→} Made[LAB] Laser was designed specifically for use with Made[LAB]’s in-house laser-cutting facility.
{↓} GIF for social media.

{↑} Bespoke website design and build. The homepage animation is intended to give a sense of layering and movement, referencing printing machinery. Projects on the homepage can be changed by the client by the custom CMS.
‍

{↓} The website has been designed and developed to work seamlessly across desktop, tablet and mobile.
‍

{↑} Les Places d’Or printed invitation.
‍

{↓} Website in action, the ‘About Us’ section features a key bit of copywriting. The ‘What we Do’ & ‘What We Don’t Do’ has become a manifesto of sorts.

{↑} Website showcase and project page for the Louis Vuitton Show Invitation.
{→} Social media icon.

{↑} Example social media posts.
‍

{↓} Social media. We work directly with the Made[LAB] Marketing Director on planning social media strategy and implementation. We have developed a strong visual style for Made[LAB] as a key visual identifier for the brand. Colours from the core palette are used as colour washes for image treatments.

{←} Packaging label.

{←} Duplexed business cards using Colorplan papers.

{↓} [LAB]Works:01 full contents.

Client testimonial:

“We are a small company of 10 people in an extremely competitive environment whose end customers are luxury companies.
        The effectiveness of the work carried out was immediately visible with our extremely demanding target customers. Clarity of message, precision of word choice, definition of verbal identity were crucial.
        The graphic identity was developed with sense and intelligence across all the communication media. Manifesto, printed communication tools, digital communication via the website and social networks.
        With extreme rigour and attention to detail, Studio.Build created a strong, intelligent, precise, visible and fresh identity.”
— Christophe Balaresque, Marketing Director (Made[LAB])

Collaborators:
Engine (Website Build)
Angus McDonald (Photography)

Client:

Made[LAB]

Project:

Made[LAB] ID

Website:

bymadelab.com

Working closely with their marketing director Christophe Balaresque, we agreed the project needed a really strong digital and communications strategy to underpin the visual identity. We decided that the first thing to tackle was the rather generic name of 'Made'.
        We identified their approach to every project was very experimental, researching and developing new techniques very much akin to a laboratory, and so Made became Made[LAB].
        Next we defined what & who Made[LAB] is. By re-imagining what 'luxury' means we identified the cornerstones of Made[LAB]'s approach as TIME, TRUTH & TRUST- meaning luxury means nothing without exemplary support and service.
        Mindful of not falling into the usual tropes of 'luxury branding' we characterised the visual identity as 'OLD CODES:NEW CHAOS'— all the ‘old codes’ turned on their head— and expressed through a launch campaign dubbed 'PUNK-LUXE'. Made[LAB] was re-born as progressive in both outlook and style.
        At the heart of the new brand is a bespoke typeface, called Made[LAB]. Available in 4 styles: Made[LAB]Bold, Made[LAB]Regular, Made[LAB]Light & Made[LAB]Laser and designed for print, digital, and exclusively for use on their in-house UltraFine Laser machine. Through the creation of a completely unique and own-able typeface, Made[LAB] now has a really strong visual brand which reinforces the bespoke nature of their work.
        A really important part of the re-brand has been defining a matching Tone of Voice for them. Again not wanting to emulate the usual language, we created a no-nonsense voice that cuts to the heart of what they DO and what they DON'T DO- which has become a manifesto of sorts. Unapologetic and bold, this voice helps Made[LAB]stand far apart from its competitors.
        Digital was of course key to re-launching the Made[LAB] brand, and showcasing their work and experience. A completely new bespoke website was created with development partners Engine, with remarkable product photography by Angus MacDonald. To extend the new Made[LAB] message to the world we devised a strong Social Media strategy, all planned, designed and executed in-house.
        As tactility is at the heart of what made[LAB] do, we proposed a series of print pieces under the banner of [LAB]Works, to show off the craft and skill of Made[LAB]. A chance for clients to understand first-hand the quality of work produced and breadth of techniques used, it is a powerful tool to complement their digital presence.
        Produced in conjunction with Fedrigoni Special Papers, [LAB]Works:02 launched Made[LAB] into the UK in Summer 2024, at Fedrigoni's London showroom. A series of events around [LAB]Works publications is planned to follow in the UK and Europe.

{↑} Made[LAB] logotype is made using a combination of the custom typeface Made[LAB] Regular & Bold.

{↑} Made[LAB] X Louis Vuitton, Show Invitation.

{↑} Made[LAB] X Omega, Seamaster Book.

{↑}{↓} Full character set of Made[LAB] Regular. The custom type sits at the heart of the Made[LAB] visual identity.

{↑} Logotype breakdown.

{↑} Bespoke glyph icon set, designed for printed use and UI elements on the Made[LAB] website.

{↑} Les Places d’Or printed invitation.

{↑} Made[LAB] colour palette. Each section of the Made[LAB] website uses a unique colour. These make up the core colour palette. These colours are then used as colour wash image treatments for social posts.colour palette.

{↑} The bespoke Made[LAB] typeface is available in three different weights.

{↑} Time & Truth & Trust — at the heart of Made[LAB].

{↑} OLD CODES:NEW CHAOS is the essence of the new brand. All the old codes turned on their head.

{↑} Copywriting: To. Get. Every. Single. Detail. Just. Right. This has quickly become a mantra for the internal team at Made[LAB].

{↑} The Made[LAB] colour palette is bright and bold to stand out in the luxury packaging industry.

{↑} [LAB]Works is a series of objects designed by Studio.Build, produced by Made[LAB]. Designed to push the limits of what is possible. Showcasing what they do, how they work, and how they think. Shown below: [LAB]Works:01, crocodile strip detail and outer box.

{↑}{↓} [LAB]Works:01 outer box.

{↑} Copywriting: Provocative statement! Intended to highlight the new Made[LAB] custom typography.

{↑} [LAB]Works:01 screen print and foiled poster. One element of the contents we designed for [LAB]Works:01.

{↑} Supporting typeface Maison Neue. We use two version of Maison, Neue & Neue Mono. Neue Book & Light for body copy and Neue Mono for technical details.

{↑} [LAB]Works:01 inner wallet detail.

{↑} Copywriting: We coined the phrase ‘Precision/Material Engineers’ as a way to describe the nature of the work Made[LAB] do. Highly technical and experimental.

{↑} Made[LAB] Laser was designed specifically for use with Made[LAB]’s in-house laser-cutting facility.

{↑} GIF for social media.

{↑} The website has been designed and developed to work seamlessly across desktop, tablet and mobile.

{↑} Les Places d’Or printed invitation.

{↑} Website in action, the ‘About Us’ section features a key bit of copywriting. The ‘What we Do’ & ‘What We Don’t Do’ has become a manifesto of sorts.

{↑} Website showcase and project page for the Louis Vuitton Show Invitation.

{↑} Social media icon.

{↑} Example social media posts.

{↑} Social media. We work directly with the Made[LAB] Marketing Director on planning social media strategy and implementation. We have developed a strong visual style for Made[LAB] as a key visual identifier for the brand. Colours from the core palette are used as colour washes for image treatments.

{↑} Packaging label.

{↑} Duplexed business cards using Colorplan papers.

{↑} [LAB]Works:01 full contents.

Client testimonial:

Collaborators:
Engine (Website Build)
Angus McDonald (Photography)