Client: ACE Contracts London

Year: 2025

A quietly confident presence in the world of bespoke interiors, ACE Contracts stands apart through its dedication to precision, partnership and a deep-rooted sense of family spirit. With decades of experience and a future-focused mindset, ACE crafts tailored solutions that balance refined craftsmanship with modern needs, delivering work that is as considered as it is enduring.

I was approached to define the brand strategy as ACE Contracts positioned itself firmly within the luxury interiors sector. Tasked with uncovering and articulating what sets the company apart from its competitors, I led a complete visual identity overhaul rooted in a brand built on trust, consistency and a quiet confidence, developed over decades of experience. Developing these qualities into a clear, distinctive, timeless and assured narrative, I designed a flexible brand platform to guide the visual identity and tone of voice.

The identity is anchored in the brand name, set in the primary typeface, Basel. The wordmark acts as a structural and expressive device, used confidently across applications to bring a sense of rhythm, movement and modern elegance.

The custom colour palette draws from the natural progression of light throughout the day — a visual reference to the quiet choreography of sunlight moving across a room. Gradients shift from deep midnight to golden-hour warmth, with soft, natural greens grounding the system.

The result is a sophisticated, scalable identity system, honouring ACE’s legacy and creating space for its continued evolution.

A brand built on clarity, care and craft.