Mona McCarthy and Colm Scott-Baird are Newtons Ladder. Newtons Ladder is an aerial performance and rigging company based in Newcastle in the UK. This husband and wife duo defy gravity with their incredible aerial performances.
The problem
Mona and Colm have a great business but had no branding when they approached Treetop Studio. They wanted a brand identity that would differentiate them from their competitors, tell their story and make an impact. They had strong imagery but had nothing to wrap around this, they didn’t know how to package themselves. They wanted a visual brand that matched the quality and experience of Newtons Ladder. They also wanted to highlight the rigging side of the business and bring this into the new identity.
Image courtesy of Keith Talbot.
DESIGN SOLUTION
BRAND STORY
After implementing Treetop Studio’s creative process methods, Treetop Studio created a unique visual brand for Newtons Ladder with trust at the core of this business.
Treetop Studio created a visual language for Newtons Ladder through a main brand identity, sub mark and visual elements that could be used to add strength and consistency to the brand.
This primary meaning of trust is reflected by the 2 D’s (Mona and Colm) facing one another, one a reflection of the other. Each standing strong to hold and support the other.
The use of angular lines bring that wow factor of the aerial performance, but also represent the rigging side of the business too.
Another interpretation of the lines, is that there is a science to what Newtons Ladder does and this is further represented by the lines forming an equation.