Sisters Ann and Genevieve have been running Action Service in Brussels for over twenty years. To match their innovative ideas on craftsmanship and imagination, we created an identity.
It starts with the monogram. It is an abstract reworking of the letters AS. The idea was, it shouldn't be too recognizable but a striking symbol that could stand on its own. The monogram style aligns with the studio's aesthetics, and it appeals to their vast clientele, ranging from Hermès to the winery next door.
As they love playing with materials and textures, the identity is straight-forward, black and white. Colour is added when mixed with photos of their creations. The result is an elegant yet understated identity.