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what kind of beam? We kind of have the classical story: someone gets overly excited with a concept and talks about it repeatedly and compulsively, over and over again. This makes a few people gather around the original idea, they fall in love with it and start a business together. In this case, Alexandra, studying for her art history class, falls in love with modernism. She decides to start a branding agency with modernism values and tries to find an appropriate name for it. She remembers this beautiful late-modernist building in New York, designed by German-American architect Ludwig Mies van der Rohe. And one amazingly simple detail on the façade catches her eye: the non-structural bronze-toned I-beams, brought to the surface of the building by the architect and arranged in vertical lines like mullions, in order to suggest structure and order. Something outrageous for those times, but proven beautiful and timeless. beam = strategy In architecture, steel beams provide structure. They give the building strength (and sometimes an aesthetically beautiful façade) just as strategy puts the strength in branding & communication. True branding must have thoroughly-analysed intentions behind aesthetics and every detail must be aligned with the so called ‘red line' of communication. Without beams and without strategy, the building will fall. https://images.squarespace-cdn.com/content/v1/5f04462b2da53a4ed0da8465/1594392934451-OLSZKT7G1PFSBHXKX288/louis.jpg Manifesto - why modernism? Modernism is both a philosophical movement and an art movement that, along with cultural trends and changes, arose from wide-scale and far-reaching transformations in the Western society during the late 19th and early 20th centuries. Modernist architecture, or Modernism, is associated with the function of the buildings, approached from an analytical viewpoint, a rational use of materials, the elimination of embellishments and decoration, and openness to structural innovation. Modernism encompasses many different variations, including Futurism, Constructivism, De Stijl, and Bauhaus. Adolf Loos, Gerrit Rietveld, Gropius, Ludwig van der Rohe, Corbusier, Bauhaus, and the amazing Louis Kahn are just a few names associated with the movement. less is more Why Modernism? Because we love this idea of removing the noise and leaving there only what’s essential. Not in a minimalist matter, but quite the opposite, more like an brutalist/modernist matter. We love textures, we love details, the analytical details. Strategy driven details. Because modernist architecture is timeless. • Organized. • Aesthetically pleasing. • It stands out through its simplicity and equilibrium. • It has respect for the context it has built. • It’s quite simple, but majestic. • It has perfect proportions and an incredible mix of textures. • It respects the material. • Modern architecture talks about controlled chaos. And so are we. https://images.squarespace-cdn.com/content/v1/5f04462b2da53a4ed0da8465/1594397634143-5DP3PXOUR2I49LM9ET77/Beam.png Manifesto - strategy & modernist driven work We’re gonna use modernisms values in creating and communicating your brand: STRUCTURE Everything we do is strategy driven. Our branding decisions come from thinking things thoroughly. EXCELLENCE We want to build upper-medium and premium brands that deliver excellence and aim to have the best branding as possible. EQUILIBRIUM As modernists, we try to find the right amount of texture, ornaments and light. 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https://www.workwithbeam.com/portfolio/anca-pavel monthly 0.5 2024-01-23 https://images.squarespace-cdn.com/content/v1/5f04462b2da53a4ed0da8465/b2a33326-655b-4254-bad9-2e9ecddc0b99/divider_Portfolio-White_Beam.png https://images.squarespace-cdn.com/content/v1/5f04462b2da53a4ed0da8465/910c7038-c224-4c99-8823-40f8b0c250b1/01_Poetry.png Portfolio - Branding for Anca Pavel - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5f04462b2da53a4ed0da8465/7b4e9937-e215-49dd-8009-45ff99d4c454/02_Taglines.png Portfolio - Branding for Anca Pavel - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5f04462b2da53a4ed0da8465/e613721f-dcb1-4af9-af6b-729ffcb5643a/03_Texture.jpg Portfolio - Branding for Anca Pavel - Make it stand out Whatever it is, the way you tell your story online can make all the difference. 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https://images.squarespace-cdn.com/content/v1/5f04462b2da53a4ed0da8465/b2a33326-655b-4254-bad9-2e9ecddc0b99/divider_Portfolio-White_Beam.png https://images.squarespace-cdn.com/content/v1/5f04462b2da53a4ed0da8465/c3268f78-c26e-48be-b381-e36368fb3625/Audit-Card_01.jpg Portfolio - Branding for Florina Chirvase - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5f04462b2da53a4ed0da8465/120447e3-1750-4618-8c5a-93bf87e56cf7/Audit-Card_02.png Portfolio - Branding for Florina Chirvase - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5f04462b2da53a4ed0da8465/f8e77f25-6526-484d-a353-831ea314f029/Creative-Direction-Card_01.png Portfolio - Branding for Florina Chirvase - Make it stand out Whatever it is, the way you tell your story online can make all the difference. 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