Identity, Cambridge Architectural Mesh

The leading domestic manufacturer of woven stainless steel, Cambridge Architectural Mesh hired us to direct all aspects of their comprehensive branding campaign as they expand into the rapidly growing and design-savvy architecture and interior design markets. Our assignment was to replace Cambridge’s dated and unattractive identity with a distinctive and contemporary look that would appeal to CAM’s core audience and drive growth in the woven metals market.

To complement the beauty and complexity of Cambridge’s products, Shaw-Jelveh Design created a new identity that conceptually embodies the nature of architectural mesh while always respecting and emphasizing the material. A rich and vibrant red serves to underscore the sensuality of Cambridge’s stainless steel fabrics, while providing a striking contrast with their competitors’ packaging. We employed a spare and elegant design aesthetic throughout, focusing on the beauty of the architectural mesh itself without overpowering it.

Cambridge has already begun to experience the benefits of our rebranding efforts. In addition to receiving significant press coverage in major publications, expressions of interest have shot up more than 400% in the four months following the introduction of CAM’s new look, and bookings have increased significantly.