Cradel: Audio Visual
Cradel approached us to create a complete brand identity that would clearly communicate who they are, what they do and the level of professionalism behind their service.
Logo Design & Brand Mark
The Cradel logo was designed to balance clarity, meaning and versatility, creating a mark that works both as a wordmark and as a standalone symbol.
Alongside the Cradel wordmark, we developed a distinctive logo symbol built around the combined forms of “A” and “V”, referencing audio visual. This structure allowed the mark to immediately connect with the core of the business while remaining abstract enough to feel confident and contemporary.
The symbol also draws visual inspiration from audio waveforms, with repeating, angular forms suggesting signal, rhythm and movement. This subtle reference reinforces Cradel’s focus on sound, technology and communication, without relying on literal or overly technical imagery.
Website Design & Digital Experience
The Cradel website was designed to clearly communicate services, build trust and encourage enquiry.
Our focus was on clean layouts, clear messaging and intuitive navigation, ensuring users could quickly understand the offering and take action.
Strong visual hierarchy and considered use of content help guide users through the site, while responsive design ensures the experience remains consistent across desktop and mobile devices.
Business Cards & Print Applications
As part of the wider brand rollout, we designed a set of business cards to extend the Cradel identity into a physical format.
The cards combine the core wordmark with the AV symbol and supporting graphic pattern, creating a strong, tactile expression of the brand. A restrained colour palette and clear typographic hierarchy ensure the information remains easy to read, while subtle detailing reinforces professionalism and attention to craft.
Designed to feel considered and confident in hand, the business cards help ensure the Cradel brand is represented consistently across both digital and real-world touchpoints.
Uniforms & Physical Branding
We designed a set of branded uniforms that translate the Cradel identity into a practical, on-site application.
The workwear uses a restrained colour palette and minimal logo placement to ensure the brand feels professional and confident without being overbearing. The Cradel wordmark and AV symbol are applied with clarity and consistency, maintaining legibility while reinforcing brand recognition in real-world environments.
Promotional Video & Visual Storytelling
To bring the Cradel brand to life, we produced a promotional video filmed on location at a client’s home, showcasing a completed audio-visual installation in a real-world setting.
The final edit combines clean camera movement, slow-motion detail shots and subtle speed ramps to create a smooth, considered flow throughout. Callout lines and on-screen descriptions were introduced to clearly identify key equipment and features, helping viewers understand the system without overwhelming the visuals.
