TYPE:
IDENTITY + BRANDING + WEBSITE
YEAR:
2018
TOOLS:
FIGMA, PHOTOSHOP, ILLUSTRATOR
SKILLS:
CONCEPT, DESIGN, MANAGE, DIRECT
INDUSTRY:
ARCHITECTURAL
Murus
about
Collaborators, Carvel Creative, approached me with an innovative metal fabrication capability, seeking to transform their side-hustle technical expertise into a distinctive brand.
Initially they named their product "Smoke Screens" which according to a quick positioning analysis, missed the mark. From this collaboration, Murus was born—a custom architectural panel system offering precision-cut and specialty-coated metal surfaces.
Collaborators, Carvel Creative, approached me with an innovative metal fabrication capability, seeking to transform their side-hustle technical expertise into a distinctive brand.
Initially they named their product "Smoke Screens" which according to a quick positioning analysis, missed the mark. From this collaboration, Murus was born—a custom architectural panel system offering precision-cut and specialty-coated metal surfaces.
challenge
The market for architectural panels is saturated with utilitarian options that prioritize function over form. Carvel Creative set out to disrupt this space by creating a metal panel that not only met the structural and material demands of architects and builders, but also delivered a distinct visual identity and allowed home-owners to craft their own designs.
The real challenge was to design an identity that could scale with manufacturing, spoke to durability across climates, and served as both a functional and expressive element in built environments—all while reflecting Carvel’s creative DNA.
The market for architectural panels is saturated with utilitarian options that prioritize function over form. Carvel Creative set out to disrupt this space by creating a metal panel that not only met the structural and material demands of architects and builders, but also delivered a distinct visual identity and allowed home-owners to craft their own designs.
The real challenge was to design an identity that could scale with manufacturing, spoke to durability across climates, and served as both a functional and expressive element in built environments—all while reflecting Carvel’s creative DNA.
results
The project delivered a full-spectrum brand system—including naming, visual identity, motion graphics, and a dynamic e-commerce platform with panel configurator. To bring the product to life, I collaborated with Olaf Blomerus (BLMRS) to produce an atmospheric art film that showcased the panels within surreal, Alberta-inspired landscapes and materials, positioning the brand as both functional and poetic.
The website featured a clean, intuitive customization tool that allowed architects and designers to specify panel dimensions and patterns in real time—streamlining the journey from concept to fabrication and reinforcing Murus as a modern solution for expressive architectural surfaces.
The project delivered a full-spectrum brand system—including naming, visual identity, motion graphics, and a dynamic e-commerce platform with panel configurator. To bring the product to life, I collaborated with Olaf Blomerus (BLMRS) to produce an atmospheric art film that showcased the panels within surreal, Alberta-inspired landscapes and materials, positioning the brand as both functional and poetic.
The website featured a clean, intuitive customization tool that allowed architects and designers to specify panel dimensions and patterns in real time—streamlining the journey from concept to fabrication and reinforcing Murus as a modern solution for expressive architectural surfaces.
credits
CREATIVE / PRODUCER:
BRAM TIMMER
PRODUCTION:
ANDREW ADEN
MOTION:
OLAF BLOMERUS
