Caedes Group
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Location
Services
Project team
Daisy Watson is a dynamic graphic designer leading the development of a dedicated graphics and branding department within the Creative Division at Rigby & Rigby. With a rich background in Architecture, Art, and Animation, Daisy leverages her interdisciplinary expertise to bring innovative and cohesive design solutions to the company. Since joining the Allect Group, she has made a significant impact, acting as the brand guardian for Rigby & Rigby, Helen Green, and Lawson Robb, as well as creating many luxurious and contemporary brand identities, most notably, Berkeley Arcade. Her meticulous attention to detail and artistic flair have been instrumental in elevating the visual identity of prestigious brands, and driving Rigby & Rigby's reputation for cutting-edge and sophisticated design solutions.
The identity for Caedes Group, a luxury property developer owned by the Richmond family, is anchored in a brief that sought to merge heritage, precision, and contemporary refinement. Drawing from the Latin origin of Caedes—a reference to the client’s surname meaning “slaughter”—the logotype uses an elegant, timeless serif with classical proportions, then disrupts it with a deliberate slice. This intervention introduces tension and modernity without sacrificing sophistication. The colour palette takes further inspiration from the brand’s architectural context, adopting soft brown-grey tones reminiscent of concrete, stone, and the muted materiality of high-end developments.
The sliced serif detail evolved into a core visual motif, informing both static and motion elements within the identity. Most notably, it became the foundation for the animated logomark, where the intersecting cuts expand into a dynamic form. The resulting symbol is designed to read simultaneously as a location pin—referencing the physicality of property—and as a set of X, Y, Z axes, alluding to spatial mapping, structure, and the three-dimensional thinking inherent to architectural development. The motion treatment brings clarity to this dual meaning, allowing the mark to assemble with precision and a sense of quiet engineering.
Project team
Daisy Watson is a dynamic graphic designer leading the development of a dedicated graphics and branding department within the Creative Division at Rigby & Rigby. With a rich background in Architecture, Art, and Animation, Daisy leverages her interdisciplinary expertise to bring innovative and cohesive design solutions to the company. Since joining the Allect Group, she has made a significant impact, acting as the brand guardian for Rigby & Rigby, Helen Green, and Lawson Robb, as well as creating many luxurious and contemporary brand identities, most notably, Berkeley Arcade. Her meticulous attention to detail and artistic flair have been instrumental in elevating the visual identity of prestigious brands, and driving Rigby & Rigby's reputation for cutting-edge and sophisticated design solutions.
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