3Phase Elevator

A brand meant to move.

To modernize the perception of the 3Phase Elevator and reinforce its growing reach and impact, we developed a brand strategy that formed the basis for a bold and modern new design system and product strategy. Through growth and mergers 3Phase would rely on this shift as a tool for aligning internal culture with a vision for the future. A refreshed logo and identity system accompany a restructuring of their product offerings that come to life in web, print and digital across all of the company’s brand assets.

The logo and identity use a stencil typeface which evoke the company’s pragmatic spirit and no-nonsense attitude. The fresh and utilitarian identity draw elements from both the wayfinding design and construction. A brand architecture and naming convention was developed using action verbs to convey the commitment to a long term relationship 3Phase has with its customers.

The stencil application of the logo and typography have been extended to a set of custom icons. A typography pattern—used in print collateral, web, with the potential to extend to environmental applications like company vehicle graphics—was developed to convey both service offerings and company values in a single glance. The new tagline “What Moves You” encourages clients and prospective partners to find what inspires them, while taking notice of the vertical transportation infrastructure most people take for granted.

Grove designed the 3Phase website to convey their growing business clearly to their current and would-be customers. Services and customer profiles were defined clearly and the action verb-based naming convention is extended digitally to product offerings on the site.