DogStar brands The Mill
The site is owned by the Welsh Assembly Government and was once home to an Arjo Wiggins paper mill. It’s the first site of its size in Wales to have such high sustainability targets for its development.
DogStar created a brand that echoes the importance of the site, its history and its sustainability aims. The brand has been rolled out across a brochure, advertisements, signage and the site's design code. All marketing collateral also has a Welsh language version.
Paul Turner, Executive Creative Director, DogStar said: “We knew we wanted to create a brand that was simple, yet memorable, while reflecting the many interwoven themes of the site. So the logo is formed from seven lines that represent the seven sustainability aims underpinning the future of this development, and also paying homage to its history as a former paper mill. The cyclical graphic shapes form the letter ‘M’ and symbolise the brand’s key objective of ‘moving to a more sustainable future"
"The colour palette also had to be vibrant and lively but again, it had to reflect the environmental principles of the development."
Andrew Cox from Savills said: “Our aim at Savills was to create a range of materials with a cohesive design, appropriate to the scale ad priorities of the scheme, with which to sell the site. We chose DogStar because they displayed a flexibility and understanding of the project from the initial stages and we’re extremely pleased with the end design translated across all materials.”
