Rebuilding Konceptual's Brand From the Ground Up
Notes from the Konceptual rebrand: how a structural and geotechnical engineering firm needed a visual identity as precise as its work, and what it took to build one.
The Brief
Konceptual works in structural and geotechnical engineering, an industry where precision is the whole job. The brief was to give that precision a visual language: a mark, a palette, and a voice that read as rigorous rather than decorative.
Building the Palette
Why Jungle Green
We started with the brand framework before touching a single pixel of the website — story, purpose, vision, values, promise, mission — so every downstream design decision had something to answer to. The palette that came out of it (jungle green, vivid orange, a warm beige-white) was chosen to feel technical without going cold.
- Jungle green — carries the authority
- Vivid orange — does the flagging and callouts
- Warm beige-white — keeps long technical documents readable instead of clinical
Shipping on Webflow
The site itself shipped on Webflow, which gave the Konceptual team a CMS they could run day-to-day without needing an engineer on standby every time a project case study needed updating.
Mazzad
CEO, Futurereadyx
Mazzad has 13 years of experience across consumer and B2B products, including Google AdWords, Inbox by Gmail, Jibo, and Heap. He's passionate about creating empowering, innovative products that surprise and delight. Outside of work, Mazzad enjoys hikes, road trips, and taking cooking classes in every country he visits. He currently serves as CEO of Futurereadyx.