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Higher and higher...

The verticality of skyscrapers sometimes makes us dizzy and the straight, very geometric lines typical of American buildings fascinate us. These characteristics inspired me to create

the typography of VRTCL. The evocative name and the layout of the text evoke the verticality of

our cities. This brand of liners for architects uses these aspects to communicate in a simple way.

 

The vertical letters VRTCL are obvious and the baseline "architect liner" gives rhythm to the logotype. The fluorescent green color brings light. Essential in architecture, light is omnipresent

in skyscrapers, hence the choice of this color. VRTCL liners allow architects to imagine

ever higher buildings.

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A packaging that reaches for the sky.

In this packaging, opacity and transparency complement each other to create a contrasting and homogeneous whole. The box takes the archetypal shape of skyscrapers while mixing the lead of the VRTCL liners.

 

The plexiglass allows the liners to show through to accentuate the verticality of the packaging.

They also evoke the facades of American buildings, very geometric and ordered. As the opening

is from the top, the verticality is once again suggested. The liners are printed with a motif taken from the typography of the logotype. The bright fluorescent green contrasts perfectly with the deep black.The light is very present with the bright white and the tinted plexiglass. VRTCL's

packaging conveys a rather minimalist and very bright conception of architecture.

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A tailor-made format that takes up the features of the packaging.

VRTCL has chosen to distinguish itself with the advertising medium. The latter imitates the shape of the packaging in order to create a link between advertising and product. Inside the packaging (which is also the advertising medium) is a sketch of the most famous vertical building in the world: the Empire State Buildings.

This advert wants to show that with its liners, you can create, imagine and realize iconic architectures. The logo and slogan are positioned vertically with the fluorescent color of the brand. This touch of color brings the identity of VRTCL. The communication medium is the element that shows that everyone can be creative with VRTCL.

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