Case Study The House of Parlow Identity
The House of Parlow 1 Discussion
IDENTITY Every great design project begins as a conversation.
2 Development We start by getting to know our client. The House of Parlow is a small art
3 Refinement dealer, looking to sell works primarily online. Roi - the owner - has a very
4 Application open-minded experimental outlook, and we quickly developed a
relationship built on trust and respect; fertile ground for creative work.
Roi wanted something quite unique and distinctive, she had a wealth of
resources and influences to draw from for the identity including (but not
- Baroque - Roccoco - Art nouveu - Animals; notably Lions/Horses
- An ‘Unsettling’ feel - Architechture - Surrealism - Feminine/Masculine
We workshopped these themes with Roi to distill the brief, deciding that
Femine/Masculine and ‘Unsettling’ were rich veins. We wanted the identity
to capture these themes and of course be timeless, unique and memorable.
So with a notebook full of words, we put our heads down to turn them into
visual concepts; Development.
The House of Parlow 2 Development
IDENTITY We begin on paper. Ideas flow quicker on paper.
1 Discussion Anything goes, it’s a brainstorm.
When we feel we have several strong ideas (or
sometimes just one), we move to the computer House Parlow
and do a rough build. If it’s not working we go
back to the sketchbook. We often build 5 to 10
rough concepts on the computer, with 5 to 10
variations per concept. It’s still fast
brainstorming, experimenting, playing. We often
stay in monochrome, focusing on form and
concept before thinking about colour.
This page show some exploration from the
development phase - from initial sketches to
quite refined builds. The ‘medusa lion’ became a
very strong element, we also drew horses,
masks, flowers and explored many typographic
The House of Parlow 3 Refinement
IDENTITY We took four of the strongest concepts, and presented these to the client.
1 Discussion Roi loved all of them. In particular the ‘HP monogram’, which captured the
2 Development ,
theme of Feminine/Masculine (Soft curve of the P rigid angles of the H) in
3 Refinement a timeless, elegant way. This was clearly the stongest logo.
But we all loved the lion, and couldn’t let go. We decided that it could
become part of the ‘secondary language’ for the identity. But it needed
refinement, Roi felt the face was not strong enough on the ‘medusa lion’,
and that the ‘doorknocker lion’ was too african / plain. After a series of
iterations - and several hours of drawing overlapping tentacles - we came
to a solution that hit the mark. [opposing page]
Having primary and secondary marks leaves the brand open for future
change. The HP monogram will be the ‘anchor’ mark, always used, always
consistent, while the secondary mark is flexible and may even change
completely in a few years!
The House of Parlow 4 Application
IDENTITY The main point of contact for The House of Parlow is Roi herself, along
1 Discussion with the website. Socialising and networking with artists and art lovers is
2 Development what Roi does best, and a beautiful, crafted business card is the perfect
3 Refinement way to be remembered.
We researched different stocks, inks, and printing methods until we found
an option that had the right boutique feel; charcoal stock with metallic
silver and double black ink.
The design is clean, minimal, and classic. All typographical elements
conform to a strict grid. The lion - in black ink - shines in different light. This,
combined with the textured feel of the stock, gives the card a very unique
Other applications such as letterheads, mailouts and stamps will be
designed in future as required - we will continue to be the ‘curators’ of the
identity, building The House of Parlow brand and reputation.