New Logo and Identity for Common Projects by Lawless

Common Projects is a new company looking to transform urban living with a very human promise: property development as if people mattered. Lawless were tasked with helping Common Projects to use ‘Property development as if people mattered’ as a foundation for an identity that would express the vitality of a community spirit and be disruptive in the development sector. The creative team referenced handmade and calligraphic identities that brought a personal, analogue feeling to a brand – and projected a subversive and challenging attitude against their peers.Lawless then identified the unique opportunity within the ‘Common’ word, where each part of every letterform ‘arched’, to provide the shoulders, literally, for a visual expression of a community. The team explored many different pen styl