Clear Cut Branding: Introducing the Caedes Group
The Creative Division is pleased to share its latest branding project for Caedes Group, a luxury property development company, and returning client following our previous work on Project NYC 255. The brief was to create a unique and confident identity that could sit alongside Project NYC 255 without competing with it, resulting in a considered, flexible system built around a strong central idea.
At the heart of the identity is the Caedes wordmark, which was designed using a classic serif typeface as its foundation. We then introduced a precise cut through the letterforms, creating a sense of tension and structure. This subtle intervention brings a contemporary edge to the identity while maintaining a sense of heritage and authority. It also reflects architectural thinking — balancing solidity with openness.
This cut detail became a key feature of the wider brand system. For the logomark, that entailed adapting those elegant geometric forms to create an abstract location pin, reinforcing Caedes Group’s focus on developing bespoke, carefully considered properties, with a focus on place and design.
The serif detail also appears across applications in different ways, acting as a visual thread that links everything together. It can be used as a framing device, a divider in brochures, a graphic element for social content, or as a subtle texture on stationery. This gives the brand consistency without making it feel repetitive or overworked.
The colour palette and typography were kept deliberately restrained, drawing on tones and materials associated with architecture and the built environment. Every element was chosen to feel purposeful and long-lasting, rather than trend-led.
The result is an identity that feels distinctive, thoughtful, and adaptable. It gives Caedes Group a strong visual presence while allowing room for the brand to evolve. Most importantly, it sits naturally alongside Project NYC 255, reinforcing the relationship between the two without blurring their individual character.
See project Caedes Group
