Insight

Mills Street provides premium shopfitting services nationwide, delivering on their promises all while maintaining the utmost quality of finish and service. The arrival of a new year brought with it, time for Mills Street to take the next step in evolving their business. It was time to properly define who they were, realign their vision for the future, and update their visual identity.

Our goal for this project was to consolidate the old Mills Street identity into something that better suited their standing in the commercial fitout sector.

Define

As we defined the brand values with Mills Street, three key themes emerged. Firstly, being reliable in the calibre of work, level of professionalism and quality of service. Being honest about what they will do and always following through on their promises. Thirdly, being completely invested in each client as the owners of the business oversee every project beginning to end.

These pre-existing qualities work cohesively to communicate the undeniable care and dedication of an experienced team.

Design

Visual exploration of these values was coupled with the preexisting motif of streets. Development iterations included playful wordmarks that alluded to directions, routes, and maps. The final concept boasts simplicity with a bold wordmark and a subtle nod to the original Mills Street sign. This wordmark paired with a perfectly geometric “M / arrow” icon would become the next step in the evolution of the Mills Street identity.

Favouring dark backgrounds across collateral communicated confidence and quality whilst best showcasing the white and gold accents.

Impact

Since the rebranding process, Mills Street are prepared to continue building a new future starting with fresh branding that suits their standing in the commercial fitout sector and a clear vision of providing premium quality shopfitting services country-wide with a commitment to reliability, honesty, and being truly invested in the best outcomes.