Case study — Brand Identity
contello smart home rebrand.
a bold, premium identity built for luxury homes, high-end signage and recognition within affluent communities.
project at a glance
brand colours
standalone icon
project deliverables
application environments
design principles
distinctive market identity
the brief
premium work needs a premium identity.
Contello Smart Home Automation works inside premium, high-end residential properties. Its previous branding did not reflect the quality of the homes, technology or service it delivered. The identity lacked the strength needed to represent the business confidently within the luxury property market.
Contello needed more than a modernised logo. The new brand had to feel bold, premium and contemporary while creating a recognisable visual mark that could become familiar within gated and affluent communities.
01
strong enough to be noticed.
The logo and icon needed enough visual presence to remain clear on signage and be recognised from a distance, including from a moving vehicle or across a development.
02
refined enough for the market.
The identity needed to sit comfortably within high-end residential environments without feeling loud or out of place alongside premium architecture and interiors.
03
simple enough to become familiar.
The visual mark needed to be memorable and easy to reproduce. A standalone icon was essential so the brand could build familiarity even without the full company name.
04
designed for real environments.
Every decision was tested against signage, vehicles, digital platforms and property photography from the outset — not retrofitted after the design was finalised.
the new identity
bold on every surface.
The new identity was designed to work across digital, print, signage, vehicle livery and embroidery — all from a single icon and a three-colour palette.
the colour palette
three colours. total control.
Tap any colour to see its full specifications. The minimal palette was intentional — restraint communicates premium without needing to say it.
typography
clean. contemporary. precise.
The typeface was selected to support the confidence and modernity of the new identity. It needed to feel contemporary and premium while remaining highly legible across signage, vehicles and digital platforms.
Clean and contemporary
Precise letterforms
Premium weight and spacing
Legible at distance on signage
Balanced with the icon
uppercase
ABCDEFGH
lowercase
abcdefgh
brand wordmark
CONTELLO
smart home technology
brand in the real world
recognised on every street.
Signage and vehicles were a central consideration throughout. Every Contello installation is an opportunity to build recognition. The brand had to perform at road speed — and it does.
Vehicle livery — front
Ford Transit Custom, grey metallic with full brand application
Vehicle livery — rear
Icon motif, wordmark and red accent stripe at scale
brand in action
the full picture.
Browse the full brand application. Use the arrows or thumbnails to move between slides — arrow keys work too.
Brand boards — identity system overview
what we delivered
the full scope.
Sixteen deliverables covering every dimension of the new identity — from initial concept through to production-ready assets for digital, print and physical environments.
Brand review
Market and competitor research
Luxury audience consideration
Visual positioning
Logo concept development
Standalone icon creation
Logo refinement
Typeface selection
Minimal colour palette
Primary logo
Alternative logo formats
Signage application considerations
Distance-recognition testing
Digital application testing
Property photography overlay testing
Final brand assets
the key lesson
luxury does not need complexity. it needs distinction.
For Contello, the opportunity was to create an identity refined enough for high-end homes while remaining strong enough to be recognised from a distance. The resulting brand does more than improve the appearance of the business — it creates a recognisable visual asset that builds familiarity and authority every time it appears within the communities Contello serves.
it matched the market.
The cleaner, more premium identity better reflects the high-end residential sector and the quality of installations Contello delivers.
it improved recognition.
The strong standalone icon can be identified from a distance and used independently of the full wordmark, allowing the brand to grow familiarity over time.
it supported physical visibility.
The design works effectively on signage, vehicles and property installations — creating repeated brand exposure within the communities Contello serves.
it created consistency.
The logo, typography and minimal colour palette now give Contello a unified appearance across every digital and physical touchpoint.
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common questions.
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