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About

Measure

Measure Creative Group is a branding and communications agency based in St. Petersburg, Florida, with a focus on the construction industry. I worked with Measure in 2023 to develop a complete visual identity system that reflects both the structure and strength of the industry it serves, while offering the versatility needed for creative and strategic work.

Project Details

  • ClientMeasure Creative Group
  • LocationSt. Petersburg, FL
  • IndustryMarketing & AdvertisingConstruction
  • Completed2023

Deliverables

  • Brand IdentityBrand ColorBrand TypographyLayout & PrintLogo DesignStyle Guide
  • DirectionArt DirectionPhotography Direction

Credits

Measure logo wordmark in white on red background

Visual Identity

The Measure identity is built on contrast: classic typography paired with strong geometry, a restrained palette, and refined visuals that nod subtly to construction forms. The system includes a custom brandmark, multiple wordmarks, a flexible color system, and editorial-inspired typography. Together, these elements support both the firm’s creative services and the technical industries it works within.

Measure Creative Group modern architecture billboard advertisement

Logo System

The logo system includes a custom brandmark built from the company initials, a set of wordmarks, and a range of layout combinations to ensure flexibility across print and digital applications. All components were derived from a shared typographic foundation, creating a cohesive and modular identity system.

Measure MCG Brandmark logo in white on charcoal

Primary Logos

The core logos include a stylized MCG brandmark and a set of wordmarks. The custom letterforms in the brandmark emphasize strength and verticality—visual cues drawn from architectural forms—while retaining a modern, editorial sensibility.

  • Measure Creative Group branded event ID badge
  • Red books branded with Measure logos
Construction hoarding billboards with Measure Creative Group branding
Measure Creative Group stacked wordmark logo in white on red

Secondary Logos

To support varying use cases, a set of secondary lockups were designed combining the brandmark and wordmarks in different layouts. A simplified brandmark variant was also created for use at very small sizes, where detail would otherwise be lost. The full logo suite ensures clarity and brand recognition across all formats.

  • Measure Creative Group combination logo lockup in white on charcoal
  • Measure Creative Group expanded wordmark logo in black on cream
  • Measure Creative Group combination logo lockup in white on red
Measure Creative Group expanded wordmark logo in charcoal on cream
Measure Creative Group business card design
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"Ryan's grasp of brand, design and the artistic intersection of those things gives him a rare super power. Besides a thoughtful and human approach to his work, Ryan has a drive to go above and beyond to provide the best experience possible."
Jeffrey Skatzka Headshot
Jeffrey SkatzkaCo-Founder, Measure
An iPhone and iPad tablet showing Measure Creative Group branded social media pages.

Typography, Color, and Imagery

The identity system is supported by a carefully selected type pairing, a structured color palette, and clear direction for visual content. These components reinforce the brand’s tone: professional, grounded, and clearly defined across applications.

Sample type treatments from the Measure Visual Identity in social media device screens
Lab Antiqua Medium typography specimen for Measure Creative Group's visual identity.

Brand Typography

The primary typeface is used for all logo work and major headlines. Its flat baselines and architectural letterforms offer structure and a sense of permanence. For supporting text, a complementary grotesk typeface was chosen for its clarity and warmth. Together, the two typefaces offer a balance of contrast and cohesion across mediums.

  • Measure tagline For brands that build in white on red
  • Nitti Grotesk typography specimen for Measure Creative Group's visual identity.
Measure visual identity color palette showing WCAG Color Compliance

Brand Color

The Measure color palette includes three core colors: Crimson, Charcoal, and Chiffon. Additional tonal ranges of Charcoal and Chiffon were introduced for use in background fields, charts, and layout components. All combinations were tested for WCAG compliance, ensuring legibility across light and dark contexts.

Measure creative wordmark logo overlaid on an architectural photograph

Thematic Imagery

To support future marketing and brand communications, I provided art direction for thematic photography and abstract image treatments. Photography was categorized into three black-and-white subject areas: modern architecture, active construction, and build planning. Additional imagery was generated using DALL·E to explore abstract, construction-inspired textures and compositions—providing visual alternatives beyond traditional stock.

  • Construction workers suspended from building in black and white
    Dean Bennett
  • Black and white photograph of an architect working on building drawings
    Daniel McCullough
  • Modern architecture in black and white
    Jimmy Chang
Measure logo treatments on AI-generated abstract art inspired by construction

Visual Style Guide

A 50-page visual identity guide was created to document the system and support internal and external teams. The guide includes logo usage, color specifications, typography rules, layout guidance, imagery direction, and application examples. It’s designed to be both instructional and flexible, giving Measure the tools to maintain a consistent and polished brand presence across formats.

  • Cover page of the Measure Creative Group Visual Identity Guidelines
  • Printed spread of typography in the Measure Creative Group Visual Identity Guidelines
Overview of the Measure visual identity guidelines page spreads
Construction hoarding billboards with Measure Creative Group branding

The Measure identity was designed to strike a balance between precision and personality—capturing the firm’s deep knowledge of the construction industry while supporting its creative capabilities. The result is a structured but adaptable system built to scale across disciplines, audiences, and applications.