Creative direction for Reseda. Guided by a principle of reduction to the max, the new visual identity sharpens Reseda’s core values and visual presence. Central to the redesign are the brand’s warm, narrative imagery and its iconic logo, both of which have been carefully strengthened and refined.
Based on Bell Gothic, the existing logo served as the starting point for the typographic work. Its distinctive e and a echo the rounded forms of the furniture and the vertical repetition of the wordmark, while the enclosing rectangle gives the logo a stamp-like character.
These features formed the foundation for the custom typeface Reseda Gothic, designed to express the brand’s open and inviting tone through a balance of contemporary, humanist, and geometric forms. Developed for use across all media, the typeface incorporates ink traps for small sizes and alternate letterforms for body text settings. A slightly increased weight strengthens the identity’s clarity and confidence.
The resulting system is applied across web, print, campaigns, and on-site signage.
- Services
- Creative Direction
- Project Leadership & Process Management
- Client & External Partner Coordination
- Art Direction for Campaigns
- Campaign Design (Print & Digital)
- Type Design & Specimen Development
- Team Corporate Identity
- Lea Fischlin Co-Creative Direction
- Enea Toldo Co-Creative Direction
- Sara Maric Graphic Design
- Team Website
- Lea Fischlin Co-Creative Direction and Webdesign
- Enea Toldo Co-Creative Direction
- Andreas Läber Website Development
- Tobias Gemperli (Milk Interactive) Configurator Project Management
- Callum Ross Configurator Development
- Nicola Haggenmacher Isometric Illustrations
- Team Typedesign
- Lea Fischlin Creative Direction
- Nicola Bernasconi Type Design
- Philipp Herrmann (Out of the Dark Typefaces) Mentoring & Type Engineering
- Type Specimen
- Lea Fischlin Creative Direction
- Sara Maric Graphic Design
- Nicola Bernasconi Graphic Design